Doing Tequila Differently: How Karen Ashworth Is Rewriting the Rules with Dona Loca

UNDISTILLED by Red Rocks Spirits Episode 6

What happens when you combine deep agave knowledge, fearless leadership, and a passion for doing things the right way? You get Dona Loca Tequila—a brand shaking up the spirits world with authenticity, boldness, and a whole lot of heart.

In this week’s episode of UNDISTILLED by Red Rocks Spirits, we sit down with Karen Ashworth, the visionary behind Dona Loca Tequila, to talk about everything from building a tequila brand on her own terms to navigating the spirits industry as a woman with a finance background and a whole lot of hustle.

This is the story of a brand—and a woman—doing tequila differently.

Meet Karen Ashworth: The Woman Behind Dona Loca Tequila

Karen Ashworth isn’t just building a spirits brand—she’s creating a movement. With Dona Loca, Karen set out to do more than launch another bottle on the shelf. She’s building a tequila and mezcal brand rooted in integrity, transparency, and a deep respect for Mexican culture and tradition.

Before she ever distilled a drop, Karen spent years in finance—learning how to build, scale, and lead with discipline. That background gave her the tools she needed to jump into the world of craft spirits and take the kind of risks that most wouldn’t dare.

In this episode, she shares how she went from numbers and spreadsheets to barrels and bottle designs, all while staying true to her values.

Doing Tequila the Right Way—Not the Easy Way

Dona Loca Tequila isn’t chasing trends—it’s rooted in craft, care, and connection. Karen takes us through the painstaking process behind making her spirits, and why she chooses methods that take longer, cost more, and demand more intention.

From sourcing sustainably harvested agave to building real partnerships with producers in Mexico, Karen’s mission is clear: make excellent tequila and mezcal, and do it without cutting corners.

Whether you're a tequila enthusiast or someone who loves a great story, this episode is for you.

Women in the Spirits Industry: Breaking Barriers, Setting Standards

The spirits industry has long been dominated by men—but women like Karen Ashworth are changing that. With Dona Loca, she’s not just leading a brand—she’s setting an example for other women in the industry, showing that passion and expertise belong at every level.

Karen talks candidly about the challenges of being a woman in a male-dominated space, from boardrooms to barrel rooms, and why representation matters in every pour.

Her advice? Know your stuff. Own your voice. And don’t wait for permission to lead.

Passion, Process, and the Power of Purpose

What makes Dona Loca Tequila stand out isn’t just what’s in the bottle—it’s the intention behind it. Karen shares what it means to build a brand from the inside out, with every decision rooted in passion, people, and purpose.

This episode is a reminder that building something meaningful takes more than a great product. It takes values. It takes vision. And most of all, it takes guts.

Why This Episode Matters

This conversation with Karen Ashworth is essential listening for:

• Anyone interested in the craft tequila movement

• Women stepping into leadership in male-dominated industries

• Entrepreneurs building purpose-driven brands

• Fans of Red Rocks Spirits looking to learn from kindred creators

Whether you're sipping tequila or building a brand, this episode is proof that doing things differently is always worth it.

Listen Now

🎧 Catch the full episode of UNDISTILLED by Red Rocks Spirits featuring Karen Ashworth of Dona Loca Tequila. Learn what it really takes to build a bold, beautiful spirits brand with heart—and why sometimes the hardest path is the right one.

🌐 Visit donaloca.com to explore her lineup of tequila and mezcal.📲 Follow along on Instagram: @donalocatequilaandmezcal