What started as an off-the-cuff dialog between two buddies over shared pursuits and an appreciation for letting the great occasions (and some glasses of Reposado) roll sparked the inception of a tequila model that is taken the spirits world by storm and turn into a popular culture phenomenon in its three quick years in the marketplace.
Villa One Tequila was launched by Nick Jonas and John Varvatos through the summer time of 2019 in an try to create a tequila model that was the very best in its class and a real expression of what each males cared passionately about: bringing individuals collectively as usually and as effortlessly as doable.
Jonas and Varvatos are two immediately recognizable names, whether or not you are a long-time Jonas Brothers fan who has been using the wave for the reason that early 2000s or are a seasoned trend maven who’s admired and styled the subtle but timeless cuts of a John Varvatos garment.
However tequila was, and admittedly nonetheless considerably is, a technical departure from the 2 mens’ respective areas of experience.
But the middle level of the three industries — music, trend and spirits — all lands on the mastery of three non-negotiable components so as to succeed: creativity, connectivity and a very stable product.
“Whereas it is outdoors of the circles and realm that we often function in professionally, our experiences collectively, collaborating and discovering a very good rhythm creatively, introduced us to some superb locations and had nice experiences and located that we each had an actual love for tequila,” Jonas tells me of the earliest phases of constructing out Villa One. “And after we have been hanging out casually outdoors of labor, we’d share tequila and discuss life, creativity, the universe, all of the issues. I believe that it was one thing we have been actually drawn to and all the time talked about — wanting to start out our personal model and to be taught extra about it. If we have been going to step into this area, we needed to make it possible for we have been actually working as greatest at school, and that the juice within the bottle was with greatest at school. It was type of a stars aligning second.”
To name Jonas and Varvatos perfectionists may not really feel proper; to name them consultants at their respective crafts would appear to be an endorsement not excessive sufficient.
But when the 2 have been going to set out and construct Villa One from the bottom up, they needed to make it possible for they have been doing so with the utmost stage of mastery and high quality that they may discover.
“Ultimately, it is about having nice merchandise, as a result of with out that, you’ll be able to have the very best packaging, the very best advertising and marketing, the very best celebrities, no matter it’s that you just’re tied to. However in the long run, the product needs to be unbelievable,” Varvatos asserts. “And that is the factor that lives on. So whether or not it is a tune or clothes, or no matter it’s, it is that factor that stays with you and that you just come again to.”
In order that they tapped grasp distiller Arturo Fuentes, a three-decade-long reigning professional within the trade who’s been dubbed the “Godfather of Tequila,” to assist create probably the most distinctive mix of tequila that they may, with out skimping on high quality or style.
Villa One is available in three expressions — Silver, Añejo and Reposado — and makes use of a mix of earthy lowland agave and sweeter highland agave to create a spirit with a end that may most easily be described as, nicely, extraordinarily easy.
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“It isn’t alcohol ahead, it is actually fairly easy, and even within the Silver and the Añejo, has a pleasant physique to it. Not overwhelmingly so, however a few of these chocolate notes and caramel, issues that for me as a fan of Reposado I simply completely love,” Jonas describes of the Villa One product lineup. “I am not overwhelmed by the vanilla taste, which may usually occur. I believe it is a actually particular mix, and we’re one in all solely two tequilas that does this. So actually, whenever you have a look at how crowded this particular column of the spirits trade is, I believe this can be a actual issue that type of separates us. And when you attempt the Villa One up in opposition to another tequila, I actually really feel like there is no comparability.”
It is fairly clear to see that the lads view the craft of their tequila as an artwork type, one thing that’s nuanced in its creation from the components all the way down to the way in which that it is distilled.
“We each get pleasure from tequila a lot, and I believe that our thought was like, Why cannot we do one thing that is greatest at school?” Varvatos says. “We type of have a look at the whole lot else that we do in our lives as attempting to boost the bar and be the very best on the earth that we play in, so why could not we do it in tequila as nicely?”
A part of this meant developing with a model idea that was easy to know but genuine in its origin.
Enter Villa One’s famed tagline, “Life accurately,” which was mockingly lifted from a toast that Jonas gave throughout a trip with Varvatos and buddies down in Mexico.
“We have been down in Cabo having this nice life expertise, simply in actual time — nice individuals, nice meals, nice music. And a toast was made, it was to ‘life accurately,'” Jonas says. “And it is nearly that — moments the place you are with the individuals you’re keen on, and revel in a glass of tequila and taking it as a step again from the craziness of life, and simply actually being current. I believe we tried to carry that to the essence and the id as a model, type of within the advertising and marketing round it. But in addition post-Covid, or all through Covid, I believe we discovered a special method to see that. The will to get again to life accurately. Seeing issues in a brand new method and a special perspective is all the time vital, and we needed to modify and type of adapt in actual time. But it surely’s been an incredible factor to see individuals actually connecting to that message and taking these moments to actually cherish the time they’ve with individuals they love.”
The true that means of the road lies inside the true mission of the model — bringing individuals collectively by shared expertise, good occasions and naturally, doing so over some actually nice tequila.
The corporate’s newest endeavor, the Life As It Ought to Be Contest, goals to assist carry individuals and customers collectively in a tangible method by asking them what their “Villa One” is — their completely happy place that brings them to a different dimension of tranquility and achievement.
It is a method for the corporate to take the idea of connectivity and neighborhood and put it into motion — in any case, the 2 grand prize winners of the competition will probably be handled to the holiday of their desires.
“Early on within the infancy days, we have been speaking about what Villa One meant to us as we have been growing in it. And that first time down in Mexico collectively, that particular journey that we had and the night time that the model type of got here to life in our minds, and Nick made his toast, we began speaking about to everyone, what’s Villa One? What wouldn’t it imply to you? And we actually thought of it as a spot, and that place that type of transports you,” Varvatos explains to me. “And it may very well be the particular seaside chair that you’ve got some place that you just sit on a seaside, or a cabin within the mountains, or Paris, or simply in your individual condominium. That particular place the place you identical to to hold and share these nice moments collectively. So it actually turned about wanting to consider transporting ourselves and people locations that did transport us.”
Villa One may also be launching the first-ever Villa One Tequila Gardens in San Diego, an immersive method for followers to sip on their favourite spirits and hang around amongst buddies and soon-to-become buddies listening to a playlist curated by Jonas, in fact.
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“We actually have a look at this as not only a tequila model, however a life-style in a variety of methods. [We’re bringing] an expertise to the followers of Villa One, and those that identical to to get out, have nice meals and be in an amazing atmosphere,” Jonas says of the brand new initiative. “We’re actually enthusiastic about … having it really feel actually genuine to the muse and the roots of not solely our tequila, however all tequila, and leaning into that historical past, even simply the cultural really feel and wonder.”
The in-person activations and contests are a serious win for a model that confronted the uphill problem of launching proper on the onset of the pandemic, one thing that actually restricted clients from with the ability to stay out their lives as they need to be.
Conventional launches, occasions and tastings have been out of the query through the earliest releases of Villa One; imagining somebody sitting out at a restaurant sipping a cocktail made with the tequila appeared like a far-off fantasy.
“We had no thought how vital that message actually was after residing by the final couple of years, attempting to get again to fundamentals and getting again to considerably of a standard life and having fun with these particular moments once more,” Varvatos admits.
However Villa One has proven no signal of slowing down; in reality Jonas maintains that the pandemic and its problems gave the model the “fireplace” that they wanted to maintain innovating and pushing by.
And naturally, the 2 buddies and enterprise companions have used one another as guiding forces by the ever-unpredictable trade that’s spirits and the ever-changing world that’s proudly owning a enterprise.
As a result of other than having a robust stage of creativity, connectivity and a very stable product, having a accomplice who’s as a lot of an inspiration as they’re a good friend is simply the lime squeeze within the margarita.
“You wish to be round individuals that you just’re studying from as nicely; the partnership will not be one dimensional, it is multi-dimensional, and with Nick, I all the time really feel like I am studying one thing from him,” Varvatos tells me. “He by no means needs to be a follower with something, it is all about main, and that is type of the stamp of a winner and the way I have a look at Nick —he is an actual winner at no matter he places his thoughts to.”
Jonas can be inclined to agree relating to his admiration for Varvatos.
“I believe I’ve all the time admired John’s ardour and a focus to element. I believe that clearly he is an excellent inventive, but in addition his enterprise sense is a big asset,” Jonas tells me. “But in addition as companions and buddies, I believe you all the time must lean on that individual and actually belief in them and their strengths and have a look at how one can add worth to one another each step of the way in which. With John, this has felt like an actual thrilling journey and a enjoyable one to be on.”
Varvatos will inform you that the “magic is within the bottle” relating to Villa One, however relating to the way in which that the 2 are in a position to take their very own friendship and stage of connectivity and construct a model round that feeling of neighborhood, commonality and a dedication to the great occasions in life, it is clear that the magic right here goes far past what you will discover on the backside of your (hopefully empty) glass.
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