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Seneca sweethearts spike success with tequila
Dec. 12, 2019

Alex Lacroix and Monica Sanita have a tequila truck. The Seneca sweethearts use the passenger seat as their office and the back of the truck as their home. They take turns driving to promote Siempre, their award-winning spirit, on the road.

“It’s building business, one bottle at a time,” said Mr. Lacroix, co-founder of Siempre. “We travel to wherever Siempre is available and help spread the word.”

Mr. Lacroix and Ms. Sanita graduated from Seneca’s Creative Advertising diploma program where they met. Since Siempre launched five years ago with 150 cases, the Canadian-owned, made-in-Mexico tequila brand has made it to 20 markets around the world and more than 500 independent retailers crossing 11 states in the United States. In Canada, Siempre is on the shelves of major liquor stores such as LCBO and Quebec’s SAQ.


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