For 18 months Nick Jonas and designer John Varvatos have been working on a secret project.
On Wednesday, before Jonas joined his brothers to perform at Madison Square Garden, the musician and designer held a press event at the Greenwich Hotel in Tribeca to announce their new tequila – Villa One.
The booze brand is named after the same estate Jonas and his family and friends were staying at in Mexico when they came up with the idea for their own launch, while sipping liquor.
Varvatos exclaimed that at one point during the evening Nick said it was like “life as it should be,” which ended up being the mantra for the company.
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I’ve been waiting for quite some time to share some exciting news with you guys. Over the past couple years, @JohnVarvatos and I have really enjoyed bonding over our love for tequila and we could not be more excited to introduce you to @VillaOne our ultra-premium tequila hand crafted by Master Distiller Arturo Fuentes. Unlike other Tequilas, #VillaOne uses 100% blue weber agave from both the highland and the lowland regions of Jalisco giving unique character and a distinctively smooth finish. We're incredibly proud of this product we've worked so hard on and hope you guys love it too. Here's to #LifeAsItShouldBe! Visit villaonetequila.com to be the first to find out when it’s available near you! #VillaOneTequila
This isn’t the first time the two have worked together. “We’ve been friends for three years now,” Varvatos told the press, referencing their apparel capsule, which turned into fragrance earlier this year. It was “a runaway success. We’re launching our second fragrance at the end of September and the first one continues to climb. But we became friends over a bottle of tequila.”
The Stoli Group has worked with the two in creating the three product line, which includes Silver ($44.99), Reposado($49.99) and Añejo($59.99).
“The very fortunate position I feel that I’m in is that I’m able to add things to my resume that are my passions,” Jonas said to WWD. “The fragrance was one thing I did to step outside my comfort zone and was a new experience, and also something I’m passionate about: I’ve always been a fan of fragrance and wanted to learn more about it. And thankfully, I had a great friend and partner in John to help me. And this is a similar thing. I’ve always had a passion for tequila, it’s what I drink so to be able to actually partner up with the right people to bring that dream to life was really special. For me, it’s less work than it is aligning with great people and following my passions.”
Jonas isn’t the first (or the last) celeb to venture into the liquor world, George Clooney, Dwayne “The Rock” Johnson and Ryan Reynolds have been very successful with their lines.
“I think there’s something to learn from every person who has started a spirits brand,” he added. “I admire George Clooney and what he’s done with Casamigos. Dwayne Johnson, a cast member with me in ‘Jumanji,’ is doing a tequila of his own, and Ryan Reynolds has Aviation [gin]. It’s about looking at any of those potential competitors and comparing them to us. What John and I are trying to do is just learn what we can from their campaigns and how they market their products and also what makes their product special. Casamigos has built a great audience, so that means they’ve done something right.”
Jonas said they “try to learn from those who have done well and from those who have not reached their goals, so we can approach this with all that knowledge in our back pocket.”
The tequila will make its public debut during Thursday’s concert and then follow the Happiness Begins tour around before a nationwide launch early next year.
Where the “Sucker” singer has the time to launch a spirit line is a bit of a mystery. He is currently on tour with the Jonas Brothers and has three films coming out. “Jumanji” in December, “Midway” in November and “Chaos Walking” with Tom Holland and Daisy Ridley in 2020.