Founder and CEO
NOM 1414. Estate and distillery owner  
Master Distiller
Exceptional tequila. Protecting jaguars.
Alma del Jaguar Tequila, introduced by Morningside Brands, is a hand-crafted, sustainably produced tequila developed in partnership with Sergio Vivanco of the highly regarded NOM 1414 estate; master distiller, Sergio Cruz; and Adam Fodor, President of the International Tequila Academy.
Courtesy of Northern Jaguar Project
Inspired by conservation.
Alma del Jaguar was founded by spirits entrepreneur McCauley Williams, who was inspired by his uncle Rick Williams’ commitment to wild jaguar conservation in northern Mexico. A wildlife photographer who moved to Mexico in the ‘90s to study wild jaguars, Rick co-founded the Northern Jaguar Project, a bi-national effort between conservationists from the U.S. and Mexico to preserve and recover the world’s northernmost population of wild jaguars and their unique habitats.
“We want to use Alma del Jaguar to do good and inspire change. To that end, we donate a percent of our proceeds to conservation groups like Northern Jaguar Project. The jaguar is our cause, not our mascot.”
- McCauley Williams, Founder
learn about our jaguar conservation
Crafting tequila
as Mexico intended.
McCauley and Rick set out to create a tequila that was worthy of their cause. They needed a special producer, one who could make not only great-tasting tequila, but also a tequila that was made using sustainable production practices in line with their conservation mission. They found the perfect partner in Sergio Vivanco, patriarch of the 5th generation Vivanco tequila family, owners of the highly regarded distillery Feliciano Vivanco y Asociados, S.A. de C.V., better known simply as NOM 1414.
“True flavor comes from the earth.”
- Vivanco family mantra

About Morningside Brands

Morningside Brands, Inc. is the newest venture of spirits entrepreneur McCauley Williams. Williams founded the business to build a mission-based portfolio of spirits that are handcrafted, sustainably produced, and developed to raise awareness and impact for selected causes. The Morningside Brands team consists of some of the industry’s leading luxury spirits experts. Alma del Jaguar is the first brand in the portfolio to be released.

About NOM 1414

Feliciano Vivanco y Asociados, S.A. de C.V., which is better known as NOM 1414, is one of the most renowned distilleries in the tequila industry. The distillery is known for its integrity and family values. Sergio Cruz serves as the current master distiller at NOM 1414.