A Unique Journey to Success
Simon Cascante, a 33-year-old East Hampton native, has carved out a unique path in the world of tequila. Rather than following the traditional route of college education, he chose to pursue his dream of creating a luxury brand on Long Island’s South Fork. His brand, Montaukila, has become a symbol of local craftsmanship and authenticity.
Cascante shared with The Post that larger brands often rely on mass marketing strategies, but he prefers a more personal and community-focused approach. This method helps highlight the essence of the East End, which is more than just a destination for influencers and celebrities.
Initially, people were skeptical about his vision. However, as the brand gained traction, customers began to appreciate its uniqueness. They were surprised to learn that there are no outside investors, and Cascante built the business entirely on his own. This authenticity has resonated with many.
The Mobile Cantina Experience
Over the past six years, Cascante has been dedicated to bringing his brand to life. Each summer, he drives a custom van known as a “mobile cantina” to various events and markets around the area. This mobile setup includes a makeshift bar and a special tequila tap, allowing him to connect directly with consumers.
Cascante emphasizes the importance of maintaining the charm of Montauk, a town once known for its quiet summer escapes. He aims to preserve that essence while introducing his brand to new audiences.
Building a Foundation
Cascante’s journey began in his teenage years when he worked at Amagansett’s Lobster Roll, a local staple. There, he learned the value of hard work and community engagement. This experience laid the groundwork for his future endeavors.
He credits the restaurant industry as one of the best forms of business education. According to Cascante, mastering the service industry at a high level equips individuals with the skills needed to run any business. While working at Lobster Roll, he also picked up graphic design skills, which later played a role in his entrepreneurial journey.
In 2019, a moment of inspiration led to the creation of Montaukila. The name came from a playful twist on the word “Montauk” and “tequila.” Cascante felt compelled to bring this idea to life, believing it was a concept worth pursuing.
Overcoming Challenges
The process of creating Montaukila was not without its challenges. Cascante faced difficulties in finding a distillery willing to produce his tequila. By law, the liquor must be made in Jalisco, Mexico. After numerous rejections, he finally found a partner in Casa Maestri. An executive at the distillery had vacationed in Montauk and saw potential in Cascante’s approach.
This partnership was a turning point for Cascante. He described it as a miracle, noting that he was close to giving up before this opportunity arose.
Expanding the Brand
Since then, Montaukila has expanded beyond Long Island to include New York City and the Hudson Valley. However, breaking into the retail market proved to be a significant challenge. Cascante credits his hospitality background for helping him navigate these obstacles. His ability to create unique events set his brand apart from competitors.
This season, Cascante has introduced canned cocktails, focusing on perfecting the salinity levels to achieve the ideal salt on the rim aftertaste. His dedication to quality has not gone unnoticed, and some competitors are already feeling the pressure.
Cascante’s story is a testament to the power of perseverance, creativity, and a deep connection to community. His journey continues to inspire others who dare to follow their dreams.
