What started as an informal dialog between two pals over shared pursuits and an appreciation for letting the great instances (and a couple of glasses of Reposado) roll sparked the inception of a tequila emblem that is taken the spirits international by way of hurricane and turn into a pop tradition phenomenon in its 3 brief years in the marketplace.
Villa One
Villa One Tequila used to be introduced by way of Nick Jonas and John Varvatos right through the summer season of 2019 in an try to create a tequila emblem that used to be the most efficient in its magnificence and a real expression of what each males cared passionately about: bringing other folks in combination as ceaselessly and as without difficulty as conceivable.
Jonas and Varvatos are two immediately recognizable names, whether or not you have been a very long time Jonas Brothers fan and feature been using the wave for the reason that early 2000s or a seasoned style maven who is admired and styled the subtle but undying cuts of a John Varvatos garment.
However tequila used to be, and albeit nonetheless moderately is, a technical departure from the 2 mens’ respective spaces of experience.
But the middle level of the 3 industries — tune, style and spirits — all lands at the mastery of 3 non-negotiable components in an effort to prevail: creativity, connectivity and a truly forged product.
“Whilst it is outdoor of the circles and realm that we most often function in professionally, our reviews in combination, participating and discovering a truly excellent rhythm creatively, introduced us to a few wonderful puts and had nice reviews and located that we each had an actual love for tequila,” Jonas tells me of the earliest levels of establishing out Villa One. “And after we have been placing out casually outdoor of labor, we might proportion tequila and speak about existence, creativity, the universe, the entire issues. I believe that it used to be one thing we have been truly attracted to and at all times mentioned — short of to start out our personal emblem and to be informed extra about it. If we have been going to step into this house, we would have liked to make certain that we have been truly working as best possible in school, and that the juice within the bottle used to be with best possible in school. It used to be more or less a stars aligning second.”
To name Jonas and Varvatos perfectionists won’t really feel proper; to name them mavens at their respective crafts would appear to be an endorsement now not top sufficient.
But when the 2 have been going to set out and construct Villa One from the bottom up, they sought after to make certain that they have been doing so with the maximum stage of mastery and high quality that they may in finding.
“In any case, it is about having nice merchandise as a result of with out that, you’ll be able to have the most efficient packaging, the most efficient advertising and marketing, the most efficient celebrities, no matter it’s that you are tied to. However in any case, the product needs to be unbelievable,” Varvatos asserts. “And that is the reason the article that lives on. So whether or not it is a tune or clothes, or no matter it’s, it is that factor that remains with you and that you simply come again to.”
In order that they tapped grasp distiller Arturo Fuentes, a 3 decade lengthy reigning professional within the business who is been dubbed because the “Godfather of Tequila”, to lend a hand create essentially the most distinctive mix of tequila that they may, with out skimping on high quality or style.
Villa One is available in 3 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, neatly, extraordinarily easy.
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“It is not alcohol ahead, it is truly slightly easy, or even within the Silver and the Añejo, has a pleasant frame to it. Now not overwhelmingly so, however a few of the ones chocolate notes and caramel, issues that for me as keen on Reposado I simply completely love,” Jonas describes of the Villa One product lineup. “I am not beaten by way of the vanilla taste, which will ceaselessly occur. I believe it is a truly particular mix, and we are one among handiest two tequilas that does this. So truly, whilst you have a look at how crowded this explicit column of the spirits business is, I believe it is a actual issue that more or less separates us. And whenever you take a look at the Villa One up in opposition to every other tequila, I truly really feel like there is not any comparability.”
It is slightly transparent to look that the lads view the craft in their tequila as an artwork shape, one thing this is nuanced in its introduction from the components right down to the way in which that it is created.
“We each revel in tequila such a lot and I believe that our idea used to be like, why can not we do one thing that is best possible in school,” Varvatos says. “We more or less have a look at the entirety else that we do in our lives as looking to lift the bar and be the most efficient on the planet that we play in so why could not we do it in tequila as neatly?”
A part of this supposed arising with a emblem idea that used to be easy to grasp but unique in its foundation.
Input Villa One’s famed tagline, “Lifestyles correctly”, which used to be satirically lifted from a toast that Jonas gave right through a holiday with Varvatos and pals down in Mexico.
“We have been down in Cabo having this nice existence enjoy, simply in actual time — nice other folks, nice meals, nice tune. And a toast used to be made, it used to be to ‘existence correctly,'” Jonas says. “And it is with reference to that — moments the place you are with the folks you like, and revel in a pitcher of tequila and taking it as a step again from the craziness of existence, and simply truly being provide. I believe we attempted to carry that to the essence and the id as a emblem, more or less within the advertising and marketing round it. But additionally post-COVID, or all over COVID, I believe we discovered a unique solution to see that. The need to get again to existence correctly. Seeing issues in a brand new manner and a unique point of view is at all times vital, and we needed to alter and more or less adapt in actual time. However it is been an amazing factor to look other folks truly connecting to that message and taking the ones moments to truly cherish the time they’ve with other folks they love.”
The real which means of the road lies inside of the actual undertaking of the emblem — bringing other folks in combination thru shared enjoy, excellent instances and naturally, doing so over some truly nice tequila.
The corporate’s newest enterprise, the Lifestyles As It Must Be Contest, goals to lend a hand carry other folks and shoppers in combination in a tangible manner by way of asking them what their “Villa One” is — their satisfied position that brings them to some other size of tranquility and success.
It is a manner for the corporate to take the idea that of connectivity and neighborhood and put it into motion — in any case, the 2 grand prize winners of the competition will likely be handled to the holiday in their desires.
“Early on within the infancy days, we have been speaking about what Villa One supposed to us as we have been creating in it. And that first time down in Mexico in combination, that particular go back and forth that we had and the night time that the emblem more or less got here to existence in our minds, and Nick made his toast, we began speaking about to everyone, what’s Villa One? What would it not imply to you? And we truly thought of it as a spot, and that position that more or less transports you,” Varvatos explains to me. “And it may well be the particular seashore chair that you’ve got some position that you simply sit down on a seashore, or a cabin within the mountains, as we are saying, or Paris or simply for your personal condominium. That particular position that you simply like to hold and proportion the ones nice moments in combination. So it truly changed into about short of to take into accounts transporting ourselves and the ones puts that did delivery us.”
Villa one may also be launching the first-ever Villa One Tequila Gardens in San Diego, an immersive manner for fanatics to sip on their favourite spirits and hang around among pals and soon-to-become pals all whilst, in fact, Jonas curates the playlist.
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“We truly have a look at this as now not only a tequila emblem, however an approach to life in a large number of tactics. And to be able to usher in an enjoy to the fanatics of Villa One, and those that similar to to get out, have nice meals and be in a perfect atmosphere,” Jonas says of the brand new initiative. “We are truly fascinated with … having it really feel truly unique to the root and the roots of now not handiest our Tequila, however all tequila, and leaning into that historical past, even simply the cultural really feel and good looks.”
The in-person activations and contests are a big win for a emblem that confronted the uphill problem of launching proper on the onslaught of the pandemic, one thing that indisputably restricted consumers from having the ability to are living out their lives as they will have to be.
Conventional launches, occasions and tastings have been out of the query right through the earliest releases of Villa One; imagining any person sitting out at a cafe sipping a cocktail made with the tequila gave the impression of a far away myth.
“We had no concept how vital that message truly used to be after dwelling during the remaining couple of years, looking to get again to fundamentals and getting again to moderately of a regular existence and taking part in the ones particular moments once more,” Varvatos admits.
However Villa One has proven no signal of slowing down, in reality Jonas will care for that the pandemic and its headaches gave the emblem the “fireplace” that they had to stay innovating and pushing thru.
And naturally, the 2 pals and industry companions have used every different as every different’s guiding forces during the ever-unpredictable business this is spirits and the ever-changing international this is proudly owning a industry.
As a result of apart from having a robust stage of creativity, connectivity and a truly forged product, having a spouse who’s as a lot of an inspiration as they’re a pal is solely the lime squeeze within the margarita.
“You need to be round other folks that you are finding out from as neatly; the partnership isn’t one dimensional, it is multi dimensional and with Nick, I at all times really feel like I am finding out one thing from him,” Varvatos tells me. “He by no means needs to be a follower with the rest, it is all about main and that’s the reason more or less the stamp of of a winner and that’s the reason how I have a look at Nick —he is an actual winner at no matter he places his thoughts to achieve success with.”
Jonas can be prone to agree in relation to his admiration for Varvatos.
“I believe I have at all times admired John’s interest and a spotlight to element. I believe that clearly he is a super ingenious, but in addition his industry sense is a big asset and has been relationally for us,” Jonas tells me. “But additionally as companions and pals, I believe you at all times need to lean on that user and truly consider in them and their strengths and have a look at how you’ll be able to upload worth to one another each and every step of the way in which. With John, this has felt like an actual thrilling adventure and a a laugh one to be on.”
Varvatos will inform you that the “magic is within the bottle” in relation to Villa One, however in relation 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 emblem round that feeling of neighborhood, commonality and a willpower to the great instances in existence, it is transparent that the magic right here is going some distance past what you’ll be able to in finding on the backside of your (expectantly empty) glass.
