The Story of the Texas Two Step Vodka Produced in Brookshire by Dash

Off the Kuff
Posted by Charles Kuffner     

After two years experimenting with an old Persian family technique using grains and raisins, Ali Ansari finally nailed his new vodka recipe. He poured $4 million into building a distillery outside of Houston and branded his drink DASH, hoping it would evoke a slow-sipping spirit — “one dash at a time,” he explained.

But when it came time to name a new product line, it occurred to him that DASH, which he had thought of as sleek and modern, wasn’t exactly right. “It doesn’t really present Texas,” he said.

Ansari had started several businesses since immigrating nearly 30 years ago to attend school. One thing he’d learned was when it comes to brand loyalty, Texans love Texas. As a guiding spirit, Austin-based Tito’s Vodka built a multi-billion-dollar empire off its folksy Lone Star roots.

Brainstorming possible names with friends, he hit on a perfect fit. “I used to go dancing with my girlfriend at this old club, Wild West, on Gessner Street,” he said. “We would do the Texas Two Step.”

The words conjured pearl-snapped couples gliding across boot-smoothed dance floors on warm summer nights. People having Texas fun — and, between dances, perhaps enjoying a new and unique adult beverage. Ansari filed an application to trademark Texas Two Step Vodka.

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