Eddie Simeón grew up in a multicultural Mexican-Filipino-American family in Oakland, California. Like many grandchildren of immigrants, language was not his primary anchor to his roots. Instead, traditional comfort foods like albondigas and enchiladas were his gateway to the rich traditions of his familial homelands.

Food is Eddie’s central connection to Mexican culture, and as it turns out, his passion as an entrepreneur. Dia de los Muertos is a Mexican holiday celebrating the eternal bonds of family. It’s a joyous festival where each departed loved one is remembered for their passions and depicted living their best afterlife. Some of Eddie’s fondest childhood memories are of building the annual Dia de los Muertos altar and learning about his ancestors' history and unique talents.

Today, those mementos become even more meaningful as Eddie passes on the tradition to his daughter and, now, you! With Hella, it’s more than a Margarita® —  it's a celebration of the eternal bonds of family.