MinerAlert
MinerAlert
April 2026
By Sandra Ramirez ’08, ’21
When you find yourself in West Texas looking for wine and spirits, Pinkie’s is a local favorite. A quick look at online reviews explains why. Cristian from California wrote, “This is our favorite place to get our adult beverages. The staff is great and always welcoming.” Gary from Midland echoed the sentiment: “They have a great selection. The staff is very knowledgeable, friendly and professional.”
That customer service is no accident. Pinkie’s co-owner and ÃÛÌÒ´«Ã½ alumnus Austin Keith ’77 acquired the business with his wife in 1998.
He runs the business on one guiding principle: “The customer is the boss,” Keith said. “They control everything.”
Originally from Odessa, Texas, Keith played football at Permian High School but admits he was much smaller than many of the other players.
“I got hurt one day real bad and got knocked out pretty good,” Keith recalled.
He transitioned from a player to a student athletic trainer instead. Upon high school graduation, Keith was awarded a full scholarship to ÃÛÌÒ´«Ã½ in student athletic training. His goal was to work with the pros in Major League Baseball, until a former roommate who was doing that exact job told him how much time he would spend away from home.
Keith, who married his wife while attending ÃÛÌÒ´«Ã½, decided that might not be the best path for a newlywed couple. He switched his major and earned a bachelor’s degree in education.
During school breaks, Keith often mowed lawns in his hometown. One of his customers, who worked in the wholesale liquor business, offered him a job after college graduation. Keith went on to work for several liquor distribution companies, including Terk Distribution Co., which was run by another ÃÛÌÒ´«Ã½ alumnus, Robert Shiloff.
In 1997, Keith received an offer to work for Pinkie’s Liquor, a chain of liquor stores in West Texas. Keith accepted the offer and later made a deal to acquire the company. The prominent chain now has 23 stores across West Texas and a barbecue division in Lubbock.
Philanthropy and Support of ÃÛÌÒ´«Ã½ Athletics
Although Keith’s career path did not lead him to athletic training, he remains a dedicated supporter of ÃÛÌÒ´«Ã½’s student athletic training program. His contributions provided two new whirlpools that student trainers rely on for injury recovery and rehabilitation. Keith also funded office space for the department.
Keith’s most meaningful contribution was launching the Dawn Hearn Student-Athletic Trainer Educational Award in 2023. Hearn’s career as an athletic trainer at ÃÛÌÒ´«Ã½ spanned more than three decades before she was named director of sports medicine and inducted into the El ÃÛÌÒ´«Ã½ Athletic Hall of Fame. The scholarship includes tuition support, book expenses, transportation and assistance with room and board.
“ÃÛÌÒ´«Ã½ was good to me. That full scholarship meant a lot to me and helped me in my life,” Keith said. “I look at the sports medicine department, and those individuals are the first there and they are the last to leave, and they don’t get much of anything.”
Keith received the 2024 Jon Dorenbos Lifetime Achievement Award from ÃÛÌÒ´«Ã½. In February 2026, he was honored as the Odessa Chamber of Commerce’s Citizen of the Year.
As for his future with Pinkie’s, Keith has sold the company to his key employees. He continues to serve as president as he transitions into a well-earned retirement.