Liquor with an Agenda

New Texas-based vodka brand stands for LGBT equality

Doug Jacobson and Bert Gallagher know that it’s easier to party than to fight. That’s why the San Antonio business partners want to bring about change one drink at a time with their vodka, Equality.

Currently available in Dallas, Jacobson and Gallagher’s vodka is liquor with an agenda: the advancement of equality for the LGBT community. A portion of sales from each bottle goes to the Lambda Legal Defense Fund, a civil rights organization that focuses on LGBT communities through litigation and public policy work.

The pair had previously created a small vodka brand in Dallas called Hudson Ferus. As they got more involved with Lambda Legal, they thought that combining their advocacy with their goal of creating an ultra premium vodka would allow them to spread their passion in a way that everyone could appreciate.

Equality Vodka is liquor with an agenda: the advancement of equality for the LGBT community.

“We had been working on developing an ultra premium brand, and Bert has this idea,” Jacobson says. “He mocked up a bottle of Equality, and it was a real ‘tears in the eyes’ moment. It’s the opportunity to leave a legacy behind you of good deeds by having a vehicle to give back to society.”

Gallagher says that when they began planning how the donations would work, they decided to keep it simple.

“You see these large organizations that raise this money and then give a check for $100,” he says. “The minute a bottle of Equality is sold, that portion goes into a fund. It’s so easy to beat up the books with tricky accounting and say, 'It was gonna be based on profit, but we didn’t make any profit.'”

Jacobson and Gallagher decided to launch the 80-proof Equality in Dallas because of its large LGBT community. Since launching in late 2014, the brand has been popular in gay bars along Cedar Springs, including places like Round-up Saloon, Station 4 and Woody’s. But Gallagher adds that he’s seen young people of all orientation flock to it, and mainstream places like Bistro 31 are carrying it now.

“We see the potential and acceptance of the Millennial generation,” he says. “They have the mindset of, 'Of course, why wouldn’t everyone be equal in their rights?'”

Equality is Jacobson and Gallagher’s recipe, but the actual distillation is done in New York by master distillers. Gallagher says that this is to ensure consistency, because neither of them is skilled enough, and the ability to scale quickly as the brand grows.

They have their sights set on Austin and Houston and then nationally beginning with California, New York City, Miami and Chicago. That growth and the donation structure will allow them to contribute more money to Lambda Legal and other LGBT advocacy groups down the road.

“We knew we could function like this from beginning,” Jacobson says. “As volume goes up, our ability to fund goes up, and it will be a higher percentage as the volume raises. When we’re making a net profit, we can pull even more out.”

Jacobson says that the goal is to help a movement without being divisive.

“This is a celebration,” he says. “We want to do it with fun. So many want to do it with a battle, but we want to celebrate every opportunity to move forward.”

Still, they recognize that not everyone is on the same page as they are. So far, they haven’t received any negative feedback, but they said that going forward, it wouldn’t surprise them, and they’re ready.

“That’s just the reality,” Jacobson says. “If you make a stand and mean something, somebody’s not going to like it. This is who we are, and this is what we’re doing. There’s no backing up in any way, shape or form.

“We’re not going to give up or slow down until it’s nationwide, until we’re funding numbers so large that people can’t turn away and not look at the injustice that goes on in the world.”

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Omakase for Everyone

New South Austin restaurant swims against current of expensive omakase

Photo courtesy of Tancho Sushi

Tancho Sushi keeps things simple.

Austin had no shortage of beautiful sushi restaurants, but a new one at Lantana Place is doing drawing the trend away from the center of the city and sticking a lower price tag on the experience. Tancho Sushi, offering "everyday omakase," is now open at 7415 Southwest Parkway.

The thought of casual omakase feels like a bit of an oxymoron in Austin, where the service style — which tasks the chef with choosing what the diner will eat — is almost synonymous with something fancy and expensive. Factor in the interior design at Tancho, which certainly doesn't look pedestrian, and it's hard to believe it's actually an everyday meal.

But all things considered, these prices seem reasonable: $29 for the lightest dinner option, and capping out at a $59 feast. Lunch is even less expensive, starting at $24.

Tancho Sushi interior The airy space takes advantage of its surroundings outside of the city.Photo courtesy of Tancho Sushi

In some omakase experiences, the chef might factor in a diner's taste, the special ingredients that are available that day, and any number of other factors to determine what hits the table. But at Tancho, these prix fixe options are predetermined, doubtlessly contributing to the more accessible pricing.

The 50-seat restaurant also uses a clever marketing angle to get diners in who aren't necessarily experienced in sushi, or might otherwise be intimidated by letting a chef choose unfamiliar foods. "With thoughtfully curated preset menus, Tancho simplifies the dining experience by eliminating the guesswork so guests can focus on enjoying their meals," a press release announcing the opening says.

The release was sent November 22, but it looks like Tancho has been serving customers in a soft opening capacity for about a month, based on its Google reviews (which are stunningly high for a new restaurant at 4.7 stars).

Offerings at Tancho are simple.Photo courtesy of Tancho Sushi

Although each menu is different, there is a shared arc. All four experiences start with sunomono salad, a cucumber-based dish with red seaweed and sesame. Then there's tuna sashimi with smoked yuzu ponzu and scallions, and the rest depends on what the diner chooses.

Some standout items across the dinner service are sea bream on the light menu; akami (very red meat along the spine of a tuna) on the standard omakase menu; a lobster open hand roll on the rolls-only menu; and a tuna flight on the grand omakase menu.

No menu item is especially complicated. The focus is on doing each ingredient right, including the temperature the fish is served at and even the flavor of house-made soy sauce and ponzu.

“We keep the focus on the ingredients,” said co-founder Brad Van Otterloo in the release. “By stripping away unnecessary flourishes, we allow the quality of our fish to take center stage. This is a Texas-born concept through and through, and we’re proud to contribute to Austin’s growing sushi reputation.”

The open hand rolls are a signature for the restaurant.Photo courtesy of Tancho Sushi

Despite all this talk of omakase, it is possible to order à la carte items: some appetizers, nigiri (sliced fish on top of rice), and rolls. There's also a carefully curated beverage program, which largely focuses on sake. That includes the Kubota Manju or “Ten Thousand Celebrations" ($79), renowned in Japan for its complex layers and smooth mouthfeel.

“As Austin continues to grow, we wanted to introduce a fresh take on the sushi experience,” said Van Otterloo. “We’re here to make sushi approachable for Austinites while honoring the integrity of this cuisine. It’s about creating a space where everyone can discover and enjoy sushi at their own pace – no pressure, no pretense.”

Tancho Sushi exterior This restaurant is meant to be approachable.Image courtesy of Tancho Sushi

Tancho Sushi is located at 7415 Southwest Parkway, Building 4, Suite 300. It's open daily from 11 am to 10 pm, offering both dine-in and takeout. There are no reservations.

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