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The Rose that Grew from Adversity By Kristi Hill
When you hear the word “tequila”, do you automatically think of drunken nights in college or syrupy-sweet happy hour margaritas from your neighborhood Mexican restaurant? If so, you are among many of us who have felt the same. Oftentimes, cheap tequila manufactured in bulk amounts are found in cocktails everywhere. These lower quality spirits are enough to give anyone a headache and the desire to never drink again. Luckily, there is a craft tequila company, just waiting to tickle your taste buds and make you into a tequila believer once more.
Humble Seeds
Siempre Tequila was created in 2015 by Alex Lacroix and Monica Sanita. Their love for each other is shown through the hard work and dedication it took to start the company together. Alex’s unlikely story is a testament to what determination and commitment can do in order to rise from the trenches of a less than ideal lifestyle of his past. Several years ago, Alex Lacroix was faced with a felony and potentially many years
behind bars. He knew that this wasn’t the path he needed to take and began to take steps to turn his life around. Alex had an infant daughter and wanted to spend time with her, not cellmates. The future entrepreneur enrolled in Seneca College in Toronto and majored in their creative advertising program. Eventually, Alex’s criminal case went to trial and he was given one year of house arrest. During this time, Alex met his life partner, Monica Santita. This meeting was the beginning of a journey that would change both of their lives.
Blooms of Purpose
Alex and Monica began their road to creating Siempre Tequila in 2014. Siempre translates into “Always” in English-a perfectly fitting way to describe their relationship and their brand. Monica’s grandmother and great-grandmother made mezcal, agave-based liquor. Essentially, tequila is in her blood and the ideas started flowing. Originally, the couple wanted to find a tequila that they loved and import it for others to enjoy. After tasting numerous types and brands,
Alex's unlikely story is a testament to what determination and commitment can do in order to rise from the trenches of a less than ideal lifestyle of his past. Page 35 | Food & Beverage Magazine v April Issue 2022