In
Mexico We
Crush

IN MEXICO WE CRUSH

When we couldn't find
a tequila we wanted,
we found a way to make
the best tequila.

The Founders

Jalisco Mexico to Boulder Colorado

LAURENCE SPIEWAK

CO-FOUNDER

Philly born and raised. The sales and marketing arm of Suerte, Laurence makes friends and insta-fans everywhere he goes.

LANCE SOKOL

CO-FOUNDER

Born and raised in Mexico City. MBA meets WTF. Lance isn’t afraid to ask the tough questions and keep us evolving with savvy biz sense and humor.

PEDRO HERNANDEZ BARBA

MASTER DISTILLER

Born and raised in Atotonilco El Alto, Suerte’s hometown. Lawyer turned tequila aficionado, Pedro found his calling by going back to the roots of his family land and the tradition of the true Mexican spirit.

LAURENCE SPIEWAK

CO-FOUNDER

Philly born and raised. The sales and marketing arm of Suerte, Laurence makes friends and insta-fans everywhere he goes.

LANCE SOKOL

CO-FOUNDER

Born and raised in Mexico City. MBA meets WTF. Lance isn’t afraid to ask the tough questions and keep us evolving with savvy biz sense and humor.

PEDRO HERNANDEZ BARBA

MASTER DISTILLER

Born and raised Atotonilco El Alto, Suerte’s hometown. Lawyer turned tequila aficionado, Pedro found his calling by going back to the roots of his family land and the tradition of the true Mexican spirit.

Luck Of The
Rabbit.

Roll over the icons to explore the meaning of the rabbit.

LUCKY LIPS.
These represent the kiss of luck. You can receive a
kiss of luck or you can give a kiss of luck. Either
way, getting or giving a kiss is a great way to invoke
good luck. Give someone a kiss of luck and see
what happens!

LUCKY DIAMOND.
The center piece of the Suerte Rabbit is the Lucky
Diamond. This symbol can have many different
meanings and we encourage you to give it the
meaning you prefer, but to us it represents luck
& good fortune. Also, the purity & integrity that
the Suerte Tequila brand represents.

BLUE WEBER AGAVE.
Tequila can only be called "100 Percent Pure
Tequila" if it's made from 100 percent pure Blue
Webber Agave. Suerte is!

KING'S CROWN.
The crown symbol is often related to royalty or a
higher sphere of authority. When a crown is added
to an image like the Suerte Rabbit, it has the power
to elevate its meaning above the common rabbit.
This is no ordinary rabbit!

TAHONA.
A Tahona is a large round stone, carved to
perfection and used to crush the agave once it's been
cooked. Using a Tahona gives the Tequila a special
flavor that can't be achieved with more modern
steel shredders. Many large distillers are using
shredders. Suerte uses a traditional Tahona!

LUCKY SPADE.
A symbol from a deck of cards that represents Suerte
(Luck).

400 RABBITS.
Legend has it, Tequila was discovered by a rabbit.
That rabbit was one of 400 living in the agave fields.
Long ago levels of intoxication were measured in
rabbits. 1 rabbit meant you had a little bit. 400
rabbits meant you were extremely intoxicated.

WATER DROP.
Suerte Tequila is created with the pure spring
waters of Atotonilco El Alto, in the highlands of
Jalisco. Sought after and coveted by the greatest
Tequila makers in the world, these crystal clear
waters are infused into every sip of our Tequila.
Salud!

NECK BONE.
The Suerte Rabbit's neck bone is shown to
to symbolize Dia de los Muertos (Day of the Dead),
an important celebration in Mexican culture.

LIGHTNING BOLT.
A lightning bolt is a common lucky symbol in tattoo
art. It symbolizes strength and quickness. The Suerte
Rabbit is both, strong and very quick!

CUT HERE LINE.
Keeping in mind that the Suerte Rabbit is not a real
living being...cut along the dashed line shown on his
left back leg and you'd have a lucky rabbit's foot!
Rabbits and rabbits' feet are symbols of good luck
in many cultures around the globe.

LUCKY STAR.
A Star is a common lucky symbol. Seeing the first
star in the night sky is lucky. Many cultures believe in
lucky stars. The phrase "Thank my lucky stars"
reflects the ancient belief in the influence of stars
over human destinies.

A (ACE).
Symbol from a deck of cards that represents Suerte.
(Luck).

Tap the icons to explore
the meaning of the rabbit.

From Luck to
living it
with a shared love of tequila between two friends.
One from Mexico City, the other from Philadelphia.
Both ended up in Boulder. Through their mutual
affinity for tequila, Lance and Laurence would muse
about one day creating their own. It would have that
pure blue weber agave essence. It would have modern,
clean packaging. It would be made in the traditional
handcrafted way. And it would be priced so everyone
could enjoy it.
OUR STORY STARTS... It was mostly talk. The more they
explored it, the more they recognized
it was a pipe dream, or, as they say in
Spanish, sueño imposible.
But they still drank tequila. And Lance would often
bring back new tequilas he discovered on work
trips to Mexico.
On one occasion, he was sought out
by someone who knew his love of tequila.
It was a man who lived in the highlands
of Jalisco. Someone who had been making
tequila by slow roasting the agave and
crushing it with a Tahona. In fact, for six
years, Pedro had made tequila in the truly
traditional sense from the blue weber agave
grown on his family’s property.

And he was about to stop production.
After all, it had been six years of never
realizing his dream of finding a partner who
wanted to have tequila made in this
time-intensive way.
Suerte Tequila Master Distiller Founder Pedro Hernandez BarbaThen Lance sipped
Pedro's Tequila.
This is Suerte. But they still drank tequila.
And Lance would often
bring back new tequilas
he discovered on work
trips to Mexico.
Suerte Tequila Founders Laurence Spiewak and Lance Sokol

When people send their wishes out into the world untethered to reality. When friends encourage dreams, even when they know it’s the tequila talking. When someone shares their talent without expectations. It’s when you surrender to luck, that luck reveals itself.

Suerte Tequila. Surrender to Luck.