There sits our great-great-grandfather, Jose Celaya, in the shade of the oppressive Mexican sun, sampling the very first batch of his homemade tequila. He is pleased.

As the story goes, word of this modest, unknown rancher’s remarkable spirit spread and life for Jose Celaya was never the same. Lines of villagers, merchants and dignitaries stretched from his door. Countless children in the town were named Jose in his honor, making classrooms quite confusing. On the occasion the local cantina ran low, it was not uncommon for men to draw pistols over rights to the last bottle – an unfortunate practice that gave rise to the term, “shot of tequila.” And it was said that US President and tequila connoisseur Grover Cleveland sent a team of delegates in a wagon laden with gold, seeking only a peek at Jose’s secret recipe. They were politely turned away and began the long trip home. Although a few who had tried his tequila stayed and applied for Mexican citizenship.

Now, these were stories told to us by our grandmother Frecia Celaya, who had a gift for regaling and was known to sip her tequila every now and again. But it’s not hard to believe that Jose’s porch was certainly popular among family and friends. And that people would gather there - talking, singing, laughing - and raising that inimitable agave elixir to the sky in celebration of life. Whatever the truth may be, it was obviously some pretty darn good tequila.

This is all to say that for us, tequila is much more than a spirit. It’s woven into the fabric of our history. It’s there in every important moment. Tequila represents the companionship of family and friends. It symbolizes love and laughter. Hardship and joy. Sacred tradition and the welcoming of new experiences. As we see it, tequila is life, distilled into its purest form.