Born in Ottawa, Ontario Alex overcame growing up in a negative environment by graduating with honours from the creative advertising program at Seneca College, earning the Peter Weis Bursary. After winning several student awards including gold medals at the Art Directors Club of Canada, in his final months of college Lacroix balanced school and an internship at Zulu Alpha Kilo, one of Canada’s top ad shops. He was quickly hired, then went on to work at Rethink and continued to win awards for brands including Corona, Audi, Molson and others. He and Monica grew tired of building others’ dreams and decided to risk it all and build a dream of their own, starting with Siempre. Now, the brand is setting up to become one of the world’s fastest growing tequilas.