Tequila Beyond Tradition

Millennial founder Uduimoh Umolu is redefining innovation in the tequila industry with Jon Basil, a brand that blends tradition, community, and cultural storytelling. Recently named to Forbes 30 Under 30 and recognized among Crain's Chicago Black Business Leaders, Uduimoh has garnered numerous accolades from SIP and LA Spirits Awards. Fresh off launching Jon Basil’s meticulously crafted Añejo tequila, he now looks ahead to major distribution growth in 2025. With a full portfolio featuring Blanco, Reposado, and Añejo expressions, each bottle represents artisanal craftsmanship and premium quality—combining heritage with a modern, culturally relevant approach.

1. How do you define innovation within the context of the tequila industry, where tradition and heritage play such vital roles?

Innovation in the tequila space doesn’t mean replacing tradition—it means building on it. At Jon Basil, innovation is about creating new ways to connect people to heritage. We don't run from the craft and patience that defines great tequila; we honor it while creating a brand that feels fresh, culturally relevant, and rooted in the communities that move the world forward.

2. Jon Basil's portfolio now includes Blanco, Reposado, and Añejo expressions. What process did you and your team use to develop these distinct products while maintaining a cohesive brand identity?

We started with the vision of creating a complete tequila experience—Blanco, Reposado, and Añejo—each serving a different energy and occasion. The development process was intentional. We tasted, refined, and built each expression with a focus on balance, quality, and emotion. We started with Blanco which is our introductory product. It's a blend of agave plants from both the high and low lands of Tequila Jalisco giving it a balanced blend of both earthy peppery and citrus notes. We then age our product in oak Whiskey barrels getting a distinct flavor profile with depth and deeper complexity as it matures. You see the transition from 11 months with the Reposado of butterscotch and vanilla notes transform into deep chocolate and charred notes in the Anejo as it ages for over 19 months.

3. The spirits industry can be both highly traditional and rapidly evolving. What practices or rituals do you rely on to reset your creative thinking when developing new products or market strategies?

I reset by stepping back into real life—community events, travel, conversations with creatives across industries. I also find clarity in quiet: early mornings, nature, and unplugged weekends. Those rituals give me room to return to work with a new perspective. Creativity needs space to breathe. Storytelling is at the heart of the brand so always finding ways to get back to that is a major key as well. 

4. How do you identify and anticipate emerging trends in the spirits industry? What tools or methodologies does Jon Basil employ to gain consumer insights that inform your product development?

We are literally a part of the fabric of culture. That’s our superpower. We watch how our community is moving, how we celebrate, what we're drinking, and why. We also listen directly through social engagement and retail partner feedback. Trends don’t just come from data; they come from people. Our job is to see what’s bubbling up before it boils over and stay lean enough to execute on our ideas as quickly as possible. 

5. As a Black millennial founder in an industry with established legacy players, what has been your most significant challenge when innovating, and how have you navigated it?

Being a Black millennial founder in this industry means constantly having to prove that we belong in rooms that weren’t built for us. But that pressure has sharpened our edge. The biggest hurdle has been access—to capital, distribution, and real decision-making circles. We navigated it by building undeniable energy around the brand. Culture is our leverage. We also take a lot of pride in being some of the firsts. We view it as an opportunity to create space for other founders to come with their unique voices and experiences as well. 

6. Has there been a pivotal moment where an industry outside of spirits influenced an innovation at Jon Basil? Perhaps from luxury goods, sustainability practices, or technology?

Absolutely. We take a lot from fashion, design, and hospitality. The way luxury fashion houses create worlds—not just products—that’s something I study. We're not just selling tequila, we’re curating an experience. You’ll see that in our campaigns, our events, even in our bottle design. 

7. What elements do you believe are essential to fostering an innovative culture, particularly in a small but scaling business? How have you implemented these at Jon Basil?

Curiosity is key. I try to foster a culture where questions are valued more than quick answers. We’re small, so everyone wears multiple hats, but we create space to explore, test ideas, and revisit what’s not working. Storytelling is also at the core of everything. If it doesn’t move people, it doesn’t move forward.

8. With your sights set on major distribution in 2025, how will Jon Basil continue to differentiate itself and lead innovation in an increasingly competitive premium tequila market?

As we scale distribution in 2025, our edge will be cultural storytelling and experiential design. While the bottle is what you buy, the brand is what you feel. We’ll continue to lead with a lifestyle approach—bringing people into the world of Jon Basil through curated content, immersive events, and intentional partnerships. We want to build something timeless.

9. How has your perspective as a Black entrepreneur shaped your approach to innovation in the spirits industry? Has it provided unique insights that have contributed to Jon Basil's success?

Being a Black entrepreneur means my lens is shaped by communities that have long been overlooked but have always driven culture. That perspective forces us to innovate not just in product, but in purpose. Jon Basil is about legacy-building and visibility—and that’s innovation in itself.

10. What innovative approaches are you employing to scale Jon Basil's presence from select retailers to major national distribution while maintaining the brand's artisanal quality and unique market position?

We’re approaching scale with precision. We’re focused on high-touch entry into key cities, prioritizing community-led partnerships and authentic placements. We’re leveraging our brand support to build national distribution relationships while staying committed to our roots. Our small-batch feel isn’t going away—we’re just opening more people up to it. Right now the brand is very much underground. It's a if you know you know type of thing. We like that. As we scale we're making sure to keep our foundation strong and our community at the core.