What started as an informal dialog between two pals over shared pursuits and an appreciation for letting the nice occasions (and some glasses of Reposado) roll sparked the inception of a tequila brand that is taken the spirits world by storm and develop into a pop culture phenomenon in its three brief years in the marketplace.
Villa One Tequila was launched by Nick Jonas and John Varvatos throughout the summer time of 2019 in an try and 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 potential.
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 style 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, style and spirits — all lands on the mastery of three non-negotiable components with a view to succeed: creativity, connectivity and a extremely stable product.
“Whereas it is exterior of the circles and realm that we often function in professionally, our experiences collectively, collaborating and discovering a extremely 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 levels of constructing out Villa One. “And once we had been hanging out casually exterior of labor, we might share tequila and speak about life, creativity, the universe, all of the issues. I believe that it was one thing we had been actually drawn to and all the time talked about — wanting to begin our personal model and to be taught extra about it. If we had been going to step into this area, we wished to be sure that we had been actually working as greatest in school, and that the juice within the bottle was with greatest in school. It was type of a stars aligning second.”
To name Jonas and Varvatos perfectionists may not really feel proper; to name them specialists at their respective crafts would appear to be an endorsement not excessive sufficient.
But when the 2 had been going to set out and construct Villa One from the bottom up, they wished to be sure that they had been doing so with the utmost degree of mastery and high quality that they might discover.
“In the long run, it is about having nice merchandise, as a result of with out that, you may have the very best packaging, the very best advertising, the very best celebrities, no matter it’s that you simply’re tied to. However ultimately, the product must be unbelievable,” Varvatos asserts. “And that is the factor that lives on. So whether or not it is a track or clothes, or no matter it’s, it is that factor that stays with you and that you simply come again to.”
So that they tapped grasp distiller Arturo Fuentes, a three-decade-long reigning professional within the business who’s been dubbed the “Godfather of Tequila,” to assist create probably the most distinctive mix of tequila that they might, 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, properly, extraordinarily clean.
“It isn’t alcohol ahead, it is actually fairly clean, 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 might usually occur. I believe it is a actually particular mix, and we’re certainly one of solely two tequilas that does this. So actually, whenever you take a look at how crowded this particular column of the spirits business is, I believe it is a actual issue that type of separates us. And when you strive 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 boys view the craft of their tequila as an artwork type, one thing that’s nuanced in its creation from the substances right down to the best way 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 in school?” Varvatos says. “We type of take a look at all the pieces else that we do in our lives as making an attempt to lift the bar and be the very best on the planet that we play in, so why could not we do it in tequila as properly?”
A part of this meant developing with a model idea that was easy to grasp 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 pals down in Mexico.
“We had 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 like, 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 identification as a model, type of within the advertising round it. But additionally post-Covid, or all through Covid, I believe we discovered a special method to see that. The need to get again to life accurately. Seeing issues in a brand new manner and a special perspective is all the time necessary, and we needed to alter and type of adapt in actual time. Nevertheless it’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 which 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 Should Be Contest, goals to assist carry individuals and customers collectively in a tangible manner by asking them what their “Villa One” is — their glad place that brings them to a different dimension of tranquility and success.
It is a manner 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 had been speaking about what Villa One meant to us as we had been creating 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 all people, what’s Villa One? What would it not imply to you? And we actually considered it as a spot, and that place that type of transports you,” Varvatos explains to me. “And it might be the particular seaside chair that you’ve got some place that you simply sit on a seaside, or a cabin within the mountains, or Paris, or simply in your individual house. That particular place the place you similar to to hold and share these nice moments collectively. So it actually grew to become about wanting to consider transporting ourselves and people locations that did transport us.”
Villa One will even be launching the first-ever Villa One Tequila Gardens in San Diego, an immersive manner for followers to sip on their favourite spirits and hang around amongst pals and soon-to-become pals listening to a playlist curated by Jonas, after all.
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“We actually take a look at this as not only a tequila model, however a way of life in a number of methods. [We’re bringing] an expertise to the followers of Villa One, and those that similar to to get out, have nice meals and be in an awesome setting,” 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 sweetness.”
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 definitely restricted prospects from having the ability to dwell out their lives as they need to be.
Conventional launches, occasions and tastings had been out of the query throughout 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 concept how necessary that message actually was after dwelling by the final couple of years, making an attempt 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 “hearth” that they wanted to maintain innovating and pushing by.
And naturally, the 2 pals and enterprise companions have used one another as guiding forces by the ever-unpredictable business that’s spirits and the ever-changing world that’s proudly owning a enterprise.
As a result of except for having a powerful degree of creativity, connectivity and a extremely stable product, having a accomplice who’s as a lot of an inspiration as they’re a pal is simply the lime squeeze within the margarita.
“You wish to be round individuals that you simply’re studying from as properly; the partnership shouldn’t 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 desires 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 take a look at Nick —he is an actual winner at no matter he places his thoughts to.”
Jonas could be inclined to agree in terms of his admiration for Varvatos.
“I believe I’ve all the time admired John’s ardour and a spotlight to element. I believe that clearly he is a superb artistic, but in addition his enterprise sense is a big asset,” Jonas tells me. “But additionally as companions and pals, I believe you all the time should lean on that particular person and actually belief in them and their strengths and take a look at how one can add worth to one another each step of the best way. 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” in terms of Villa One, however in terms of the best way that the 2 are in a position to take their very own friendship and degree of connectivity and construct a model round that feeling of neighborhood, commonality and a dedication to the nice 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.