Siempre Tequila is rapidly expanding, thanks to a partnership with Prestige Beverage Group.
Alex Lacroix wants everyone to be able to enjoy an additive-free tequila.
A former felon turned entrepreneur turned tequila maker, Lacroix is continuing to grow his tequila brand, Siempre, at a rapid pace.
Partnering with Prestige Beverage Group, the brand is looking to expand into all 50 states by the end of this year. Currently, Siempre Tequila is in 27 states, and since its launch in 206, it has sold more than 450,000 bottles in both on and off premise accounts.
Prestige is now importing all six expressions of Siempre: Plata (SRP $50), Reposado ($55 SRP), Añejo ($60 SRP), Supremo Blanco ($75 SRP), Rebel Cask Reposado ($85 SRP), and Exclusivo Vivo ($120 SRP).
“Siempre is all set to shake things up,” Lacroix says. “We’re not planning to play it safe; we’re planning to shake things up.”
The partnership with Siempre Tequila and Prestige Beverage Group is significant as it allows Siempre to reach a national audience across the U.S., Lacroix says. Prestige Beverage Group will be responsible for all field marketing and sales. “They will leverage its strong distributor relationships and experience in growing brands, including Kinky Liqueur, Risata Wines, and Yes Way Rosé, to continue driving momentum for Siempre Tequila,” he says.
This will allow Lacroix to focus on other things. “I can focus on what I’m truly passionate about, and I can leverage my advertising background to boost strategic marketing efforts,” he says, adding that it will also allow him to focus on growing the brand and telling his story.
“It’s really about getting Siempre in to conversations and places where you wouldn’t expect to find us,” Lacroix says. “We’re going big, and we are aiming to turn Siempre into a name you can’t ignore. It’s about making sure everyone knows what Siempre stands for: real tequila, no compromises.”
This partnership not only will expand Siempre Tequila’s reach, but it will also mark a shift in the availability of an additive-free tequila to consumers. “This collaboration isn’t just about increasing Siempre’s market presence,” Lacroix says. “It’s about making authentic, quality tequila more accessible to everyday consumers across various venues, from airport bars, retail stores, chains and even high-end steakhouses.”
Historically, Lacroix says, these places often have stocked tequilas from larger conglomerates. “Their emphasis might not be on traditional production methods,” he says. “With our commitment to transparency and tradition, coupled with Prestige’s strategic approach and network, consumers will have easier access to a tequila that values taste and heritage.”
Lacroix says consumers need to taste for themselves. “Approximately 70 percent of the tequilas you see on the shelves contain additives,” Lacroix says.
Glycerine can be included to smooth out the texture, caramel coloring to even out the color and add a touch of sweetness, and oak extract to compensate for insufficient barrel aging, he says.
“They even sometimes add artificial sweeteners like Aspartame and Neotame, especially since Americans often prefer a sweeter tequila,” he says. “Even some USDA Organic-certified brands use organic additives.”
So, how should consumers do such a taste test? Lacroix suggest going to tequilamatchmaker.com to locate an additive-free tequila. “Then, compare that tequila side by side with a popular brand,” he says. “Whether you end up liking additive-free tequila ore or not, this comparison will definitely reveal a clear difference. Trust me on that.”
