JAJA Tequila has positioned itself as the sustainable tequila by creatives, for creatives. Founded by Maurice Tebele and Martin Hoffstein, the two childhood friends saw a need for a spirits brand that spoke to the next generation of conscious thinkers. So, they set off to Jalisco, Mexico, discovering a local distillery where JAJA was born and is now distributed throughout America and with continued rapid expansion.
After working with Fancy.com, co-founder Martin Hoffstein built countless substantial brand partnerships as a consultant, including those for Gucci, Adidas and Saks to The Gap, Nike and Banana Republic. Tebele himself is synonymous with F**k Jerry media empire.
I had the pleasure of interviewing both Maurice Tebele and Martin Hoffstein – who initially launched their Añejo in New York, California, Nevada, Illinois and Florida. Highlights of that Q&A are below for your reading pleasure.
Jewish Journal: How would you describe JAJA to someone who hasn’t tried it?
Martin Hoffstein: We would describe JAJA as a smooth-sipping Tequila for everyone. Our Blanco is sweet and herbal with a hint of vanilla, while our Reposado and Añejo keep these base notes and take on the oaky characteristics of the barrels they’re aged in. We also strive to ensure that the JAJA brand is inclusive, not exclusive. The product inside the bottle is world-class, and we feel it should be enjoyed by and marketed to everyone.
JJ: So what makes JAJA different from other finely-crafted Tequilas on the market?
Martin Hoffstein: JAJA is made with traditional production processes, incorporating techniques on a larger scale that have been used for centuries in the Jalisco region of Mexico. This very much differentiates us — in the recent gold rush of Tequila, many of the newer premium brands have industrialized their process by using machinery which accelerates production speed and uses agave piñas that have not hit their full maturity.
Highly-mechanized distillation strips the agave identity and earthy flavors from the Tequila. This juice gets masked with additives and sugars, meant to recreate the notes of agave that no longer shine through. It was very important to us that our distillery use a slower and more thoughtful method for bringing JAJA to life.
JJ: What came first: the idea for a great Tequila, or the idea for an ethical Tequila?
MT: The idea of a great Tequila admittedly came first. However, once we set out to truly make something special, we realized how big the variety of production methods were, and learned about their differing impacts on the ecosystems and population of Mexican farmers, the jimadors. The more we learned, the clearer it was that heritage and eco-friendly methods must be a part of the process. We’re proud that our distillery recycles all of the greywater in the production process, and produces compost out of the agave byproducts!
JJ: Is JAJA kosher?
MH: Yes, we are certified Kosher.
JJ: Do you have a favorite of the JAJA offerings?
MT: We released our Añejo on October 1st in New York and Los Angeles, and it has quickly become our favorite.
JJ: Do you have a drink of choice when it comes to JAJA?
MH: Our California team has come up with a Habanero Cucumber Drink (the Habanero Delight) that has quickly become a fan favorite — we make it with our Blanco. We also love a Citrus Paloma made with our Reposado as well, which we have done with both grapefruit juice and Spindrift (an excellent grapefruit sparkling beverage).
JJ: Any foods that JAJA especially pairs well with?
MT: Our Blanco pairs very well with fruit, more vegetable-forward meals, fish, and dessert. It’s lighter and lends itself well simpler meals. The aged Tequilas, our Reposado and Añejo, are heavier and pair well with red meats, chicken, and heartier dishes.
JJ: What is coming up for JAJA in 2020?
MH: We’re really looking forward to spanning the entire country — we can’t wait to get the product into all 50 states and beyond. We’re planning increased presence for the brand, hopefully, some JAJA-sponsored concerts, cocktail classes and more.
JJ: When not busy with JAJA, where does your free time usually go?
MT: We both have big families that live in the area, as well as young children, and we try to spend as much time with them as we can outside of work.
JJ: Finally, any last words for the kids?
MH: It’s really amazing what can happen when you bring hard-working people together around a great idea. We started JAJA in the hopes of making a Tequila that would resonate with consumers that really care about what they are drinking and speak to them in a way that is different. We’ve been able to really get the brand off the ground with hard work and great advice from those around us. It definitely takes a village.
More on JAJA Tequila can be found here.
