(Pronounced "haha" in English) The Jaja Team which includes the CEO behind “F*ck Jerry”, sure knows how to say “F*ck You, Quarantine!” with a smile as they bring the party to us during Cinco de Mayo this year. Thanks to Brent Lamberti of Southern Glazer Wine and Spirits and the guys @jaja who thoughtfully sent out "care packages" to the thirsty digital nomads and cocktail aficionados during confinement.
2020, see?! We are gettin’ through! Sending virtual high fives @jaja!
Jaja Spirits LLC, is a high quality, luxury tequila company that’s on everyone’s radar this summer. The founders; brothers, Elliot & Maurice Tebele along with childhood friend Martin Hoffstein present to us a great tasting artisinal product, “hencho en Mexico”. I wanted to explore this myself and I have to say I’m a fan! From the artsy, down to earth bottle design & eco-friendly shape, to the catchy memes on IG @jaja that read, "Send more booze!", I have to say I'm automatically hooked!
I imagine having an ice cold, salted rim, skinny, Jaja poolside in a couple of weeks if at all possible. We can only hope, but with being shacked up in our tiny studio, we are thrilled to welcome Jaja Blanco as our guest star on Cinco de Mayo!
The 3 guys who found Jaja have worked side by side with local jimadores and craftsmen distillers who use the best selection of agave nectars as they are cut and cooked in brick ovens first for 32 hours. Afterwards, each batch then rests for 8 hours. Next, the fermentation process that takes an additional 72 hours to achieve the desired quality of Jaja takes place. After the distillation process, Jaja blanco is bottled straight away while the Reposado ages a little while longer to achieve a sophisticated finish. "La Classe!" As the French would say (or not say during Cinco de Mayo.) When you taste the tequila on the nose there’s a sweet floral essence which translates on to the tongue that finishes with a hint of earthiness.
The company’s brand ethos is based on a non pretentious atmosphere as they believe it’s important to “smile, laugh, and celebrate.”
Who doesn’t like the sound of that. And if you’re a F*ck Jerry fan like I am and the 15.4M plus followers on social media, I think it’s safe to say these guys know what’s up. The founders were firm believers of seeking the best authentically sourced, finest agave with the help of the local jimadores in Jalisco. Distilled in copper lined pot stills with the use of volcanic water, it gives the batch a smoothness each and every time as it marks the attention to detail that is crafted into producing Jaja’s distinct flavors.
@jaja on Instagram, I found their content to be the visually pleasing, pastel colored theme, one stop destination to “Good Vibes Only” as I can smell the palo santo burning throughout their posts. I see my ideal lifestyle awaiting me at first but then I realize "hey, it’s me living the dream right now!" Yeah that’s it! The Jaja lifestyle is me! The mom who does yoga and crossfit, tends bar, has a side hustle and meditates as she sips her tequila… the woman who isn’t perfect but still loves who she is anyway. The key is balance and that’s what Jaja is! A perfectly flavorful, smooth & balanced tequila.
There seems to be a huge health movement these days with Tequila being marketed as the “go to” spirit due to the many uplifting benefits.
Consumers are catching on quick as they have grown to be in the know. We are a health concious generation by far and I agree 100% with the trends that I am seeing. People like myself are reading ingredients on the bottles more and more these days as we pay attention to every single ingredient because let’s face it, it’s “in” to be healthy. With there being so many diets under the sun, it’s no surprise that today, May 6th is International No Diet Day. Not to be confused with stocking up on glazed donuts and pepperoni pizza. My point is “No Diet Day” just shows how the mental health and wellness movement are really leading the way in mindful consumption, in addition to people seeking quality in what they pay for. Lastly, I can’t stress enough how cool Jaja is as they have partnered up with the Teqila Interchange Project (TIP) to support Bat Friendly farms as well as maintaining sustainable, traditional tequila production. Another high five for setting a wonderful example. Giving back to the community is all about good juju!! I highly recommend Jaja because it’s delicious to sip straight from the bottle or on the rocks. Ideal for a Paloma: fresh squeezed grapefruit juice and 1.5 oz of Jaja garnished with a grapefruit twist, you've got yourself a classic that'll leave you feeling refreshed and happy! If you’ve got the goods then this is also great for an El Diablo, Tequila Gimlet and you guessed it, the traditional Margarita recipe, just throw some thinly sliced jalapenos on there and garnish your glass with Himalayan pink salt. Either way, Jaja is the new household name!
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