There are few goods in which tradition is more significant than Tequila. Brands come and go, but families last a lifetime. Eduardo "Lalo" Gonzalez, the company's founder, is the name of the tequila. Don Julio Gonzalez, his grandpa, gave him this moniker. LALO marks the continuity of decades of high-quality tequila manufacturing, having been developed to the standards of his grandfather's recipe as a product to share solely with friends and family.