- Nick Jonas, in collaboration with John Varvatos, released Villa One tequila featuring artesian well water and sustainably sourced, 100% blue weber agave.
- The new tequila is produced in partnership with Stoli Group and comes in three styles: Silver, Reposado and Añejo. It will cost between $44.99 and $59.99.
- The tequila will be introduced at the first concert of the Jonas Brothers’ Happiness Begins tour on Aug. 29. Bloomberg reported the tequila will be available nationally in the first quarter of 2020.
In alcohol, super-premium has taken a prominent position. Even as sales of big-name brews continue to fall and the pace of growth in craft beer slows, spirits remain a bright spot in the alcohol category. As a result, companies that are looking for growth are eager to enter the space or expand their current presence.
Mexico’s indigenous drink tequila is particularly appealing to those looking to imbibe. According to the Distilled Spirits Council of the United States, tequila volumes have grown 158% since 2002. However, as impressive as that growth is, it’s modest compared to its upscale counterpart. Super-premium tequila jumped more than 893% from 2002.
This meteoric growth has prompted the proliferation of upstart brands, some of which have been hugely successful. In 2013, George Clooney and others founded Casamigos tequila, which four years later was purchased by Diageo for $1 billion. Although not many star-studded products have been able to pull that off, with such a jackpot available to brands that become popular with the masses, it’s no wonder that so many try.
Bryan Cranston and Aaron Paul from Breaking Bad introduced Dos Hombres Mezcal and Ryan Reynolds premiered Aviation Gin. Sammy Hagar has Cabo Wabo tequila and Justin Timberlake has Sauza 901 tequila. Despite the widespread competition, the growth of the segment is likely to support another brand with the name recognition of a well-known celebrity. In addition, the current Jonas Brothers tour gives Villa One a key platform to promote the brand and get consumers who are at the show or fans of the band a chance to talk about the product with each other or through social media.
At the very least, tequila fans are likely to try a sip of this new release. Tequila has become popular among millennials who are turning toward spirits. In the U.S., spirit sales jumped 2.6% in 2016, but tequila boasts many benefits including being a friendly spirit for diabetics. Bloomberg reported that some studies indicate agave doesn't cause a spike in blood sugars and was the impetus for Jonas’ choice in liquor.
The only problem with Jonas is that he is closely associated with the Jonas Brothers – the tequila is being released in a lounge at their concert. Although not the case for everyone, a big segment of this group’s fan base is tweens and young teenagers who are not yet legally able to drink. This could stunt the growth of the brand with some consumers. At the same time, having the brand associated with the group now could pay dividends when those individuals turn 21.