Meet Ken Phox | President & Creative Director

We had the good fortune of connecting with Ken Phox and we’ve shared our conversation below.

Hi Ken, we’d love to hear about how you approach risk and risk-taking.
For me, taking risks isn’t about jumping in blind—it’s more like taking a calculated leap of faith. I really believe that risk is key to growing, both personally and professionally. Over the years, I’ve realized that the biggest wins usually happen when you step out of your comfort zone and try something a little different.

Honestly, playing it safe can be the riskiest move of all. Sure, it might keep you comfortable, but it also makes you blend in, and that’s not how you achieve greatness. If you really want to get what you want and do something extraordinary, you’ve got to be willing to take some risks. It’s the difference between living a life that’s just “okay” and one that’s truly remarkable.

In both my life and career, risks have led to some of my most rewarding experiences. Whether it’s moving from agency work to an in-house role or taking on projects others might think are too ambitious, I’ve found that taking risks isn’t about being reckless. It’s about believing there’s something greater out there, even if you’re not sure how it’ll turn out.

Can you give our readers an introduction to your business? Maybe you can share a bit about what you do and what sets you apart from others?
I have two business: one is my branding agency called The Brand Shop. My other is Tequila Corrido. For the latter, we’re not just another tequila brand—we’re a brand with a story, a legacy, and a passion for doing things differently. What sets us apart is our willingness to challenge the norms. We don’t just follow the trends; we create them. One thing I’m particularly proud of is how hands-on we are as a team. I’m not the kind of leader who sits in an office all day and delegates—I’m out there in the trenches with everyone else. I believe in leading by example, and I’m not afraid to get my hands dirty. That’s how we’ve built a culture of collaboration and creativity that drives everything we do.

My journey with Tequila Corrido began a few years ago when I was brought on as a consultant during the brand’s relaunch. What started as a creative project quickly turned into a full-blown passion. I was drawn to the brand’s rebellious spirit and its potential to disrupt the industry. Soon enough, I was asked to step in as a partner and president, taking on the challenge of steering this ship into uncharted waters.

Was it easy? Definitely not. The spirits industry is full of traditions, and breaking away from the status quo is never simple. But that’s exactly what fuels us. We’re here to peel back the layers, question the norms, and carve out our own path. Every challenge we face is an opportunity to innovate, to push the boundaries, and to stay true to our rebellious roots. One of the biggest lessons I’ve learned is the importance of resilience. There will always be obstacles, but if you stay focused on your vision and keep pushing forward, you can overcome anything.

What do I want the world to know about our brand? I want the world to know that Tequila Corrido isn’t just another tequila—it’s a statement. We’re here to disrupt, to challenge, and to redefine what people think tequila can be. Our story is about embracing the edge, the grit, and the authenticity that’s often missing in today’s market. We’re proving that you don’t need a celebrity endorsement to make an impact. We’re not just making tequila; we’re making a stand for what we believe in.

Let’s say your best friend was visiting the area and you wanted to show them the best time ever. Where would you take them? Give us a little itinerary – say it was a week long trip, where would you eat, drink, visit, hang out, etc.
Arizona’s one of those unique places where you can experience a bit of everything, all within a short drive, depending on the time of year. If a friend was visiting, we’d start by catching a live show at Rebel Lounge or Crescent Ballroom.

A day trip to Sedona would be a must, with its iconic red rock landscapes. If they’re up for a real adventure and have more than a week, I’d go beyond just seeing the Grand Canyon—we’d hike down to the waterfalls in Havasupai. The eight-hour hike down is tough, but the views are worth every step.

Back in Phoenix, we’d hit up First Fridays downtown to check out the local art scene. Dinner would be at The Mission or Fat Ox in Scottsdale. Of course, mornings would start with a hike up Camelback Mountain, where the views make the early wake-up call totally worth it.

For food, we’d grab a big bowl of pho at Da Vang, chow down on a chicken sandwich at Ingo’s or tacos at Tacos Chiwas, and finish with a classic slice at Pizzeria Bianco. Arizona has it all, and I’d make sure my friend got to experience every bit of it.

The Shoutout series is all about recognizing that our success and where we are in life is at least somewhat thanks to the efforts, support, mentorship, love and encouragement of others. So is there someone that you want to dedicate your shoutout to?
I have to give a huge shoutout to my parents. I’m a first-generation American, and my parents made the incredibly brave decision to leave their home country in search of something better—not just for themselves, but for their kids. They sacrificed so much to give us opportunities they didn’t have, and that’s something I carry with me every day. I’ve been fortunate enough to travel the world and experience different cultures, including where I’m originally from, and it’s made me even more grateful for the life I have. So, this shoutout is dedicated to their journey and the sacrifices they made for a better future. But beyond my parents, I have to give a massive shoutout to my girlfriend, who’s been with me every step of the way. Her support, love, and belief in me have made all the difference. None of what I’ve achieved would have been possible without her in my corner.

Website: https://www.ilovetequilacorrido.com/

Linkedin: https://www.linkedin.com/in/kphox/

Other: https://gothebrandshop.com/