HomeEntrepreneurOn a Seashore in Mexico, Nick Jonas and John Varvatos Made a...

On a Seashore in Mexico, Nick Jonas and John Varvatos Made a Toast to ‘Life As It Ought to Be.’ That One Line Grew to become the Complete Essence They Constructed Their Famed Tequila Firm Round.


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 develop into a pop phenomenon in its three brief years in the marketplace.



Villa One

Villa One

Villa One Tequila was launched by Nick Jonas and through the summer time of 2019 in an try and create a tequila model that was the most effective in its class and a real expression of what each males cared passionately about: bringing individuals collectively as usually and as effortlessly as attainable.

Jonas and Varvatos are two immediately recognizable names, whether or not you have been a very long time Jonas Brothers fan and have been using the wave for the reason that early 2000s or 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 elements to be able 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 wonderful 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 once we have been hanging out casually outdoors of labor, we might share tequila and speak about life, creativity, the universe, all of the issues. I feel that it was one thing we have been actually drawn to and at all times 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 house, we wished to be sure that we have been actually working as finest in school, and that the juice within the bottle was with finest in school. It was form of a stars aligning second.”

To name Jonas and Varvatos perfectionists might 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 have been going to set out and construct Villa One from the bottom up, they wished to be sure that they have 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 possibly can have the most effective packaging, the most effective advertising, the most effective celebrities, no matter it’s that you simply’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 simply come again to.”

So that they tapped grasp distiller Arturo Fuentes, a 3 decade lengthy reigning professional within the business who’s been dubbed because 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 easy.

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It is not 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 feel it is a actually particular mix, and we’re one among solely two tequilas that does this. So actually, while you take a look at how crowded this particular column of the spirits business is, I feel this can be a actual issue that form of separates us. And when you strive the Villa One up in opposition to some other tequila, I actually really feel like there is not any comparability.”

It is fairly clear to see that the lads view the craft of their tequila as an artwork kind, one thing that’s nuanced in its creation from the elements right down to the best way that it is created.

“We each take pleasure in tequila a lot and I feel that our thought was like, why cannot we do one thing that is finest in school,” Varvatos says. “We form of take a look at every part else that we do in our lives as making an attempt to lift the bar and be the most effective 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 appropriately”, which was mockingly lifted from a toast that Jonas gave throughout a trip with Varvatos and buddies down in .

“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 appropriately,'” Jonas says. “And it is nearly that — moments the place you are with the individuals you like, and luxuriate in a glass of tequila and taking it as a step again from the craziness of life, and simply actually being current. I feel we tried to deliver that to the essence and the identification as a model, form of within the advertising round it. But in addition post-COVID, or all through COVID, I feel we discovered a distinct method to see that. The will to get again to life appropriately. Seeing issues in a brand new approach and a distinct perspective is at all times necessary, and we needed to alter and form of adapt in actual time. However it’s been an incredible factor to see individuals actually connecting to that message and taking these moments to essentially cherish the time they’ve with individuals they love.”

The true that means of the road lies throughout the true mission of the model — bringing individuals collectively by means of 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 deliver individuals and shoppers collectively in a tangible approach 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 approach for the corporate to take the idea of connectivity and neighborhood and put it into motion — in spite of everything, the 2 grand prize winners of the competition shall be handled to the holiday of their goals.

“Early on within the infancy days, we have been speaking about what Villa One meant to us as we have been creating in it. And that first time down in Mexico collectively, that particular journey that we had and the evening that the model form 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 thought of it as a spot, and that place that form of transports you,” Varvatos explains to me. “And it could possibly be the particular seashore chair that you’ve got some place that you simply sit on a seashore, or a cabin within the mountains, as we are saying, or Paris or simply in your individual condominium. That particular place that you simply identical 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 can even be launching the first-ever Villa One Tequila Gardens in San Diego, an immersive approach for followers to sip on their favourite spirits and hang around amongst buddies and soon-to-become buddies all whereas, in fact, Jonas curates the playlist.

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“We actually take a look at this as not only a tequila model, however a way of life in a whole lot of methods. And so to herald an expertise to the followers of Villa One, and those that identical to to get out, have nice meals and be in a terrific setting,” Jonas says of the brand new initiative. “We’re actually enthusiastic about … having it really feel actually genuine to the inspiration 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 significant win for a model that confronted the uphill problem of launching proper on the onslaught of the pandemic, one thing that actually restricted prospects from having 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 necessary that message actually was after residing by means of the final couple of years, making an attempt to get again to fundamentals and getting again to considerably of a traditional life and having fun with these particular moments once more,” Varvatos admits.

However Villa One has proven no signal of slowing down, in truth Jonas will keep that the pandemic and its problems gave the model the “hearth” that they wanted to maintain innovating and pushing by means of.

And naturally, the 2 buddies and enterprise companions have used one another as one another’s guiding forces by means of the ever-unpredictable business that’s spirits and the ever-changing world that’s proudly owning a enterprise.

As a result of apart from having a powerful degree of creativity, connectivity and a very stable product, having a companion who’s as a lot of an inspiration as they’re a buddy is simply the lime squeeze within the margarita.

“You need 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 at all times 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 form of the stamp of of a winner and that is how I take a look at Nick —he is an actual winner at no matter he places his thoughts to achieve success with.”

Jonas can be inclined to agree with regards to his admiration for Varvatos.

“I feel I’ve at all times admired John’s ardour and a spotlight to element. I feel that clearly he is an excellent inventive, but in addition his enterprise sense is a big asset and has been relationally for us,” Jonas tells me. “But in addition as companions and buddies, I feel you at all times 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” with regards to Villa One, however with regards to the best way that the 2 are capable of take their very own friendship and degree 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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