Community Highlights: Meet Karen Ashworth of Dona Loca Tequila and Mezcal

Today we’d like to introduce you to Karen Ashworth.

Hi Karen, thanks for sharing your story with us. To start, maybe you can tell our readers some of your backstory.
Karen’s journey is anything but ordinary. From twirling on stage as a professional ballerina, to overcoming breast cancer and rising as a powerhouse in finance and business, she knows a thing or two about resilience.

Karen first made waves as an entrepreneur, launching an all-natural outdoor clothing line that blended her love for the environment with sharp business acumen. Then came a bold pivot into finance, where she thrived as a financial planner at Merrill Lynch before stepping into leadership roles at Morgan Stanley Smith Barney and RBC Wealth Management.

Now, as CEO of Dígame, Karen isn’t just building a business—she’s making an impact. She’s a fierce advocate for women and families in the agave spirits industry, championing organic, additive-free mezcal and tequila. Passionate about giving back, she’s served on numerous nonprofit boards and is committed to empowering others to tackle life’s challenges head-on.

Whether leading a company, supporting communities, or sharing her love for artisanal spirits, Karen proves that success isn’t just about profit—it’s about people, the planet, and making a difference.

Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
Our greatest challenge lies in carving out space in a market built to favor the big-name brands—systems that prioritize mass production over authenticity. We’re not just trying to stand out; we’re doing it while staying true to who we are and what we believe in.

At Doña Loca, we believe that truly good things take time. While many brands rely on industrial diffusers to fast-track the distillation process, we remain committed to natural, ancestral, and artisanal methods. It may take longer, but it’s worth every minute—and it’s taught us that patience isn’t just a virtue, it’s part of the craft.

Great, so let’s talk business. Can you tell our readers more about what you do and what you think sets you apart from others?
Doña Loca is a proudly women-led and women-empowered brand built on a deep respect for tradition, authenticity, and the people behind the process. We specialize in producing only all-natural, additive-free tequilas and artisanal mezcals that stand in stark contrast to much of what floods today’s agave spirits market. While many brands rely on industrialized techniques and artificial additives—like glycerin, sweeteners, and coloring agents—to manipulate flavor, texture, and appearance, we remain fiercely committed to doing things the right way: slow, honest, and natural.

Our tequilas and mezcals are crafted in partnership with small, multi-generational family distilleries throughout Mexico. These producers use time-honored, ancestral methods and harvest agaves by hand—often from wild or semi-cultivated plants—to create rich, nuanced spirits that speak to the land they come from. This ‘farm-to-bottle’ approach allows us to preserve the integrity of every step in the process, from the roasting of agave hearts in traditional earthen ovens to natural fermentation and small-batch distillation.

Doña Loca is known for our smooth, complex flavor profiles—recognized by championships and competitions, but more importantly, appreciated by those who value quality over gimmicks. We don’t just create spirits—we preserve culture and share stories through every bottle. We’re most proud of the trust we’ve built with our partners in Mexico, the patience we’ve shown in letting the process unfold naturally, and our refusal to compromise in an industry that often rewards speed over soul.

What we want readers to know is this: we’re not here to chase trends or blend in with the crowd. We’re here to elevate the experience of sipping tequila and mezcal—to invite people into a deeper appreciation of agave spirits made with intention and care. When you choose Doña Loca, you’re supporting a movement toward transparency, sustainability, and artistry in the world of craft spirits. You’re tasting something real.

Is there anything else you’d like to share with our readers?
Perseverance is everything. My journey has taken me from the world of ballet to building businesses, navigating the financial sector, and ultimately championing organic, additive-free agave spirits. Every challenge, every pivot, and every reinvention has taught me that success isn’t about avoiding obstacles—it’s about embracing them. Don’t be afraid to evolve, to take risks, and to stay true to your values. Keep pushing forward, keep learning, and most importantly, keep believing in yourself. Resilience is the key to making a real impact.

Contact Info:

• Website: https://www.donaloca.com/
• Instagram: https://www.instagram.com/donalocatequilaandmezcal/
• Facebook: https://www.facebook.com/donalocatequilaandmezcal/

Image Credits
Connor Stehr