Though most known as one-third of his sibling pop group the Jonas Brothers, Jonas has also forged a solo career in music, movies, TV and modeling. He now jumps from the entertainment sector to the beverage industry with a hand-crafted tequila.
Jonas and fashion designer Varvatos have spent years “bonding over a love for tequila” on trips to Mexico and “celebrating life as it should be." This led them to the inspiration for the Villa One brand.
The new product is being positioned an ultra-premium tequila made from traditional methods. In a partnership with Stoli Group, Jonas and Varvatos are able to utilize its Fabrica de Tequilas Finos distillery, located at the foot of Tequila Hill in Jalisco, Mexico.
Master Distiller Arturo Fuentes is leading production on the tequila, which is made with artesian well water and sustainably sourced, 100% blue weber agave. The agave was sourced from both the Highland and Lowland regions and matured for 5-7 years.
Rudy Costello, CEO of Stoli Group, said "The super-premium and ultra-premium tequila sector is projected to grow by 8% this year and it doesn't look to be slowing anytime soon.
"Nick and John have been 'all in' on Villa One since they approached us more than a year and a half ago – visiting the distillery, providing tasting and bottle design feedback, joining marketing and sales meetings and more.
"The energy they have for Villa One is contagious and has spread to our team and distribution partners, who can't wait to bring this fantastic liquid to market."
Villa One will be available in Silver, a clear tequila with a bouquet of dried fruit, toasted nuts and a lightly oily finish. Reposado is a light gold color that is barrel-aged for six months, featuring caramel and vanilla aromas with a coffee and spice finish.
Añejo is a dark amber from being aged for 18 months, with vanilla wafer and banana essences and notes of dark chocolate and honey. The varieties range from $44.99-$59.99 per bottle, and each one is 80-proof with 40% ABV.
Jonas said, "John and I forged a great relationship while working together. When we brought our friends together over tequila in Mexico, we learned that we share the same values – enjoying time with friends and family, old and new, one glass at a time.
"When it came to Villa One, it was critical to us that we take part in the decision-making process every step of the way and, now, we feel that this is exactly the tequila we sought out to create almost two years ago."
Varvatos said: "The experience Nick and I have shared in creating the Villa One spirit has been incredible. We found nimble, creative, well-connected partners in Stoli Group and a genuine artisan in Arturo who worked with us to guarantee that the liquid inside the bottle was unlike anything else on the market. We believe the Villa One bottle mirrors the 'life as it should be' mentality of celebrating good times with family and friends."