Upon hearing his daughter’s story, not only was Ron overcome with emotion, but he also realized that millions of people have millions of personal stories told through their tattoos and that those indelible stories should be honored.

Inspired by that powerful event, the partners at Spirits That Rock, Michael Voltaggio and the Romo family, had a vision for a tequila centered around celebrating tattoos, personal storytelling, defiance, and toasting life with an amazing spirit.

When Ron asked Kayleigh to see the rest of her tattoo, it revealed colorful Monarch butterflies. She then told her father the story behind her new ink: it was a tribute to Jackson, her brother, and Ron’s son, who had passed away many years earlier. When Jackson’s service was held – a kaleidoscope of 100 Monarch butterflies was released into the sky to celebrate the flight of Jackson’s soul.