We recently connected with Serita Braxton and have shared our conversation below.

Serita, thanks for joining us, excited to have you contributing your stories and insights. We’d love to hear about when you first realized that you wanted to pursue a creative path professionally.

A week and a half before the COVID pandemic caused a nationwide shutdown in Spain, I relocated to Tenerife in the Canary Islands. After spending months isolated inside, in a new part of the world, all alone, I ventured out to meet new people and explore the island once the movement restrictions were lifted. During a conversation with one of those people we were discussing the uncertain times were in and how unsettling it was, in my case, to be unemployed. When they asked me, “What would you do if there were no limitations?” I scanned my mind for an answer and the first thing that came out of my mouth was, “Start a tequila brand.”

At the time, the statement surprised me. It’s not like it was a lifelong dream of mine, but in that moment the response jumped out of me. Earlier that day a friend from the previous place I lived in, Berlin, Germany, forwarded me a social media post about margaritas. In every place I lived, I became known for discovering the most authentic Mexican food and margaritas, and when there was none I would prepare them at home. This affinity for bringing people togehter was solidified with friends in Washington, DC during happy hours and Taco Tuesdays that transferred to a tradition I had with my late mother, Monita.

That one question sent me on a journey to discover if it was possible for an individual like me to create a tequila brand, and if so, how? As my idea developed into reality I decided to dedicate the brand to my mom, a woman who had a special gift of making every moment memorable. In July 2021 I traveled to Tequila, Mexico to craft the signature flavor profile of the blanco tequila with the distillery Tequila & Spirits Mexico. After independently acquiring distribution and an e-commerce platform, Monita Tequila was introduced to the US market in November 2022. In two years I was able to turn that spontaneous dream into reality.

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

My name is Serita Braxton, and I’m originally from Severn, Maryland, but have been living in Europe for nearly 10 years. My professional history ranges from working as a training technician for the Federal government to waiting tables at a hotel rooftop bar in Washington, DC. In 2016, as I entered my 30s, I set out for a foreign country to pursue my lifelong passion of writing. Starting out as an unpaid intern at the main English-language magazine in Berlin, Exberliner, I built my career as a journalist, essayist, and marketing copywriter, then published my second book before relocating to Spain before the pandemic. Since relocating to the island of Tenerife and now in the mainland city of Málaga, I’ve freelanced as a copywriter and editor, and am in the process of writing my third.

For the past three years, I have remotely managed and marketed my independently owned tequila brand, Monita Tequila. The blanco flavor profile was especially developed with people like my mom, Monita, in mind. She wasn’t a big drinker and often made her adult beverage selection based on what tasted the least like alcohol. The initial reaction that some have to the spirit of tequila is that it burns or will lead to a terrible hangover.

As Monita Tequila is made of 100% agave, without the additives or fillers that lead to unpleasant aftermaths, the taste was developed to be undeniably smooth with a soothing after-effect. The sweet taste has received overwhelmingly positive praise from even the most avid tequila skeptic. While hosting tastings, I’ve heard many tales of terrible past experiences involving tequila. After trying mom’s brand, it’s been an honor to hear so many people say that this is their new favorite tequila. With a bottle designed for displaying and a flavor to savor, Monita Tequila makes the perfect centerpiece for life’s most meaningful memories.

Some of the achievements I’m most proud of while on this creative, international, entrepreneurial journey are building a professional life abroad, publishing two books, Monita Tequila receiving the Promising Brand badge from Tequila Aficionado, and obtaining my own Maryland Wholesale liquor license to distribute my brand independently. From my narrative nonfiction writing to organizing events to introduce more people to Monita Tequila, I’m grateful to be fulfilling my purpose to be a bridge and bring more light into the world.

What’s a lesson you had to unlearn and what’s the backstory?

One of the most important lessons that I’ve had to unlearn is that there’s a race to the finish line. There have been so many times when I’ve stopped myself from moving forward because I believed I was already behind. On the occasions when I set out to break into a new industry, self-publish my books, or create my tequila brand, I would doubt the point of my efforts because someone, somewhere, with more resources and experience was already doing the same thing faster, earlier, better.

As I’ve gotten older and gained insights from fellow creatives and entrepreneurs, I realize we’re all on our own timeline. We can learn from each other and be inspired by each other, but no two journeys are the same, nor should they be. If I have to pause a project to research information, recuperate finances, or rest, I’ve accepted this as part of the process to avoid burnout. By releasing myself from this internal pressure to beat some invisible clock, I’ve returned to feeling excited and hopeful about reaching my goal, no matter how long it takes. I’ve learned to trust in the timing of my life.

What do you find most rewarding about being a creative?

The most rewarding aspect of being a creative is leaning into the freedom of creating something from scratch. Artists are world builders, and for too long, many of us have been made to feel like we have to conform or compete to be seen. Instead of trying to fit inside someone else’s mainstream vision, I’ve committed to carving out my own space.

Contact Info:

• Website: https://www.monitatequila.com
• Instagram: https://www.instagram.com/seritabraxton
• Youtube: https://www.youtube.com/@voicenotestomyfriends
• Other: https://substack.com/@seritabraxton

Image Credits

Daniel Gutiérrez, Event Culinary Photography, Lex Scope Productions