He took a shot.
A native of East Hampton, he forwent college to chase his professional aspirations and has successfully launched his own tequila brand in the scenic South Fork of Long Island.
Simon Cascante, 33, the owner of Montoukira, recently shared, “Large brands… they just drop some products on the table.” He wanted to take a different approach.
Instead, Cascante aims to showcase a more local experience, reminding everyone that the East End has more to offer than just the usual influencer hotspots and celebrity gatherings.
“I think people were a bit skeptical at first, but I hear it all the time: ‘Wow, this is a really cool brand,'” he said. “Customers appreciate that there are no outside investors involved. I didn’t go to university; I did this on my own. People really connect with that.”
In its sixth year now, Cascante travels around during the summer in his unique van, the Mobile Cantina, setting up makeshift bars and special tequila taps at various local events and markets.
“The quiet towns that, for a while, represented Montauk are what I wanted to keep alive,” he explained.
Cascante has continuously engaged with the community since his teenage years, hands-on in local bars and even serving gourmet lobster rolls from a nearby eatery in Amagansett, making himself a familiar face in the area.
He believes the restaurant sector serves as a real-world business school.
“If we can excel in that, we can handle any business,” he said.
Along his journey, he picked up some graphic design skills, which played a part in launching his brand. He came up with the name “Montoukira” by blending “Montauk” and “tequila” together in a playful way.
He resolved, “If I don’t take this plunge, I’ll regret it. I’ve got a concept. I’ve got a name. It’s time to act.”
Facing Challenges
Choosing a liquor that had to be legally produced in Jalisco, Mexico, came with its own set of difficulties.
Initially, things were rocky. After facing rejection from nearly a dozen distilleries in Mexico, he finally found a partner in Casa Maestri.
“It felt like a miracle,” he reflected, noting moments when he considered giving up. “I think things happen for a reason.”
Since then, Cascante has pushed Montukira across New York City and Long Island, but breaking into the retail market has been a significant challenge.
“There are plenty of hurdles to clear in this sector,” he mentioned. “However, my background in hospitality helped me think outside the box when it came to setting up events.”
This season, he’s expanded into canned cocktails, focusing on perfecting the salt levels for a balanced aftertaste.
“Some of our competitors are certainly feeling the heat,” Cascante added. “I’m quite excited about that.”
