Angel Penilla and his brother, Albert, grew up in the agave business. Their father and grandfather have owned and operated more than 400 acres of the sticky plant in the highlands of Jalisco, Mexico, for a half-century. Mostly, the family sold its crops to labels such as Don Julio, but Angel sees a different opportunity.

“There aren’t any that are actually luxury tequilas — people think brands like Don Julio or Patron are luxury, but the product isn’t actually that luxurious. We are trying to break into that market.”

So the Penillas, along with brother-in-law, Kenneth Wright, launched Mejor, what they are calling the first-of-its-kind luxury tequila made from family agave. The product has been sitting quietly on store and restaurant shelves since November, but it officially launched in Sacramento last month.

Sacramento was the first U.S. city for the launch because it’s an up-and-coming city, Penilla says. “There are a lot of new restaurants, new clubs and new businesses here, and people take a lot of notice. You get drowned out in places like Los Angeles or San Diego.”

It helps that Penilla lives and works in Sacramento and that he’s pursuing his MBA at UC Davis.

So far, Mejor has been financed by its owners, who have yet to take out loans. The $400,000 startup costs don’t include the current costs for operations and promotions.

Penilla points to his proprietary, small-batch distilling process as the reason for Mejor’s success. The company produces just 30,000 liters per quarter, and unlike others in the market, Mejor’s blanco tequila sits in stainless steel for 30 days before it’s treated with cold oxygenation and a cold filtration method to break down organic compounds in the alcohol and ensure clarity.

In San Francisco, the tequila is primarily sold at liquor stores, but here in Sacramento, Mejor is making the rounds at eateries such as Il Fornaio in downtown Sacramento, a number of the Paragary Restaurant Group establishments and Social nightclub.

The high-end packaging is just as important as the contents, says Penilla, because they’re not just trying to sell a spirit; they’re selling a lifestyle and an image. “We want to be a product that people want to be seen buying. This is a tequila that breaks the mold; it’s to be appreciated,” he says.