KC-infused Rally Gin pours capital investment into plans for expanding the brand south

A liquor brand distilled from the vision of three Kansas City natives is expanding to Texas after landing national exposure and a key investment meant to elevate minority-owned spirit and beverage companies.

Tim McCoy, co-founder of Rally Gin, shared his excitement and the impact of capital investment firm Pronghorn’s backing.

“Pronghorn is just awesome. Their whole mission is to change the face of the spirits industry,” said McCoy. “For women and people of color, their goal is to help them excel.” 

Rally Gin, a product from Black- and woman-owned Decoy Beverage Co. — built by Kansas City natives and childhood friends Desmond Carr, Tim McCoy, and Alysha Daicy — was recently featured in national publication Black Enterprise as a Pronghorn partner.

“It’s been incredibly beneficial in terms of visibility and credibility,” said Carr. “Having that support from (Pronghorn) is beneficial in just having someone thinking about us and including us in these different opportunities.”

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Experts in their corner

Tim McCoy, Desmond Carr, and Alysha Daicy, Rally Gin, Decoy Beverage Co.

Pronghorn is backed by Diageo, one of the largest spirit conglomerates in the world.

Diaego invested $30 million into Pronghorn with the intention to diversify the spirits industry. Pronghorn now supports more than 30 Black-owned spirit brands, including Rally Gin.

The Black community makes up 12 percent of consumers but only about 7 percent of the industry’s workforce and 2 percent of executives in the U.S. spirits industry, said Hall, Pronghorn co-founder, in an interview with Black Enterprise.

“There has only been one acquisition of a spirits brand with Black ownership in this country,” she said. “The data was clear, and we knew in our hearts that things needed to change.”

Carr emphasized the importance of having industry experts in the Rally Gin team’s corner to be able to better understand how to serve and market to potential consumers.

“This industry is highly regulated, and the nuances matter,” he said. “Pronghorn has provided guidance on marketing, pricing, sourcing, and navigating those complexities of how to spend in each market.”

Expanding in the Lone Star state

Rally Gin, initially launched in Los Angeles, is now focused on expanding into Texas, with a strategy to introduce the brand into the state region by region.

Rally Gin

“We’re excited about the opportunities there,” said Carr.

To break into the new market, Rally Gin is hiring sales reps, brand ambassadors, and brand reps.

“We’ve been calling on bars, restaurants, liquor stores, and grocery stores, getting out in the community, sharing our story, and helping people discover our gin,” he said.

Community involvement remains a priority for both Decoy and Rally Gin. Even with growth into a new state, they are still building exposure in Kansas City, supporting local organizations and events, from the American Jazz Museum to Vine Street Brewing Co.

McCoy is excited to get the ball rolling with more investments and expand further, he said, whether geographically or through new products.

“We have a great plan and strategy, we’re just getting started, and there’s so much more to come,” McCoy said.