Siempre Tequila Co-Founder Takes The Road Less Traveled to Find Success

Always tequila

You risked everything and it was worth it – to meet Always tequila. Founded by three friends who decided to show the world that nothing is impossible.

Alex Lacroix never intended to be a tequila maker, let alone have our own tequila brand, but when people get into extreme (literal) do-or-die circumstances, we’re capable of almost anything.

Ten years ago, Lacroix was bailed for a felony of possession of a firearm and his life seemed to be on the right path only for a prison cell or even death. By that time, Lacroix’s best friend had been murdered, other friends were sent to jail, and his daughter was only 9 months old … he knew something had to change.

Lacroix was released on bail and immediately got a job as a cable guy, working on getting his way through college while waiting to be tried. Throughout his studies, Lacroix won student awards, worked as the teacher’s assistant and still managed to visit his daughter every weekend. His case was brought to trial and he ended up in house arrest for one year.

Always tequila

Lacroix, his childhood best friend, Chris Matte, and his life partner Monica Sanita were all tequila drinkers, even more Sanita. Her grandmother and great-grandmother had made mezcal, and her family liked to drink tequila after every meal. While they were having dinner at Sanita’s family home in Toronto, they discussed getting into the tequila business, but weren’t sure how to do it. That was in 2014, and after trying dozens of brands, they decided they couldn’t find a brand to give their name to and decided to make the tequila themselves.

Visiting endless amounts of distilleries and tasting god knows how many different tequilas, lacroix, sanita and matte, Siempre tequila finally developed in 2015

Always tequila

Today, Siempre is sold in 17 states, the volume doubled in 2020, the offering expanded with Anjeo and Reposado, raised USD 1.8 million in the last three months and increased sales by 164% in 2020, while business during Had to be panned to the greatest pandemic the world has ever seen. They also like to laugh at the fact that Siempre is the second best tequila from the Tequila brand Teremana from The Rocks at ABC Fine Wine and Spirits, the largest retailer in Florida.

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