JAJA Tequila is building its brand on social media and connecting with millennials.

The key to success for any brand of alcohol is to turn their eyes on you, something that seems to get harder and harder with each year as new products fill an already crowded market. But an upstart tequila brand did just that, and they looked set to explode over the next few years.

JAJA Tequila was started in 2018 by three members of the Millennial generation with no previous experience in the alcohol industry. Yet they knew how to tap into the consciousness of their generation. A big reason for this was that one of the co-founders was Eliot Tebele. He is the creator of one of the biggest Instagram feeds on the planet, @FuckJerry, and a co-founder of Jerry Media, a sometimes controversial media company that uses his knowledge of the mindset of the millennium to create viral advertising and content. Another big reason for the brands’ success is that one of their main investors is The Chainsmokers, one of the biggest DJs in the world. Between them, the JAJA has access to more than 38 million audiences.

By tapping into these considerable resources, the rest of the team behind JAJA, co-founders Maurice Tebele (Eliot’s brother) and their childhood friend Martin Hoffstein forged a successful path. Their brand is nationally distributed and has seen triple-digit growth year over year.

One of the first things they did with the brand was find a white area to tap into. Watching the emergence of artisanal and premium tequila, they felt that most brands were taking themselves too seriously. They were built around a simple message, which still drives the brand, “Keep Laughing”. In an ironic gesture, they chose a name that would stand out. JAJA is Mexican online slang for ha-ha or LOL. Avoiding the darker tones they noticed on the shelf, their bottle design focused on pastels and lightness.

“Tequila as a spirit is a fun, upbeat, and exciting thing. It’s social. It’s alive, ”says Maurice Tebele. “Yet we don’t see other brands conveying this message through their brand voice. We saw this void as an opportunity to be different and to capture an audience that appreciates the experience of drinking tequila with friends.

Then they took to social media to get their name out there. Humorous and different articles have been posted in their feeds to convince their top millennial consumers to spend their money on their brand. The one they deliberately placed in the middle of the pricing structure. Blanco and Reposado, their first two offerings, cost between $ 35 and $ 45 off the shelf, below most premium offerings but above the Cuervo and 1800s of the world. Value for money and creating an impulse buy were key things they built to ensure they hit their target demographic.

“Social media is at the heart of everything we do. This is how we tell the story of our brand, ”says Hoffstein. “We create relevant and relevant content, and that makes our fans smile. If they like what we’ve posted, even though it’s obviously wrong, and start sharing it, then our name is spreading and more people are becoming. comfortable with us. ”

These forays into their consumers kept them connected when their main platform for presenting their new brand to the public was shut down during the pandemic. On-site sales were booming for the brand as they gained placements in bars, restaurants and clubs in the months leading up to the closings. When they all disappeared overnight, they were able to rely on their Southern Glazer distributor for help. Showcasing their brand to some of the nation’s largest off-premises retail chains, they used their platform to show that their consumers would be looking for their products from home. They significantly expanded their footprint during the pandemic and used it to access the Canadian market this summer.

Much like the YOLO trend that swept the internet several years ago, they hope to make JAJA something much bigger. They plan to launch at least one new product this year and are working on an RTD drink that will debut soon. They have more ideas on the drawing board.

“I wouldn’t be surprised one day if we had a clothing line, an edibles line, live shows, and so on. We see JAJA as a lifestyle brand, something you can develop beyond tequila, ”says Hoffstein. “The possibilities are endless, and we’ll just keep chasing them. “

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