The informal conversation between the two friends, which began as a tribute to the shared interests and good times (and a few glasses of reposado), led to the founding of the tequila brand, which took the spirit world by storm and became a phenomenon of pop culture. Its three short years in the market.
Villa Forest
Villa One Tequila was launched by Nick Jonas and John Varvatos in the summer of 2019 in an effort to create a tequila brand that was the best in its class and a real expression of what both men focused on: bringing people together whenever possible. As easily as possible.
Jonas and Vervatos are two instantly recognizable names, whether you’ve been a Jonas Brothers fan for a long time and have been riding the wave since the early 2000’s, or an experienced fashionista admiring and styling the sophisticated but timeless cuts of John Varbatos’ clothes.
But there was tequila, and admissibly still somewhat, a technical departure from the respective field of expertise of the two men.
Yet the focal point of the three industries – music, fashion and spirits – all land in the ownership of three non-negotiable factors to succeed: creativity, connection and truly solid production.
“When we were often out of the circle and scope of operating professionally, combining our experiences, creatively seeking a really good rhythm, brought us to some amazing places and had great experiences and we both knew we had a true love for tequila.” Tells me the early stages of Villa Forest construction. “And when we hung out informally at work, we shared tequilas and talked about life, creativity, the universe, everything. I think that’s something we were really attracted to and always talked about – our own brand. We wanted to get started and learn more about it. If we were to take this step, we would want to make sure that we were really doing well in class, and that the juice in the bottle was excellent in class. It was a kind of star-lined moment.
It is not fair to call Jonas and Vervatos perfectionists; They do not seem to have enough support to invite experts in their respective craft.
But if the two were going to build Villa One off the ground, they wanted to make sure they were doing it with the highest level of expertise and quality they could find.
“Ultimately, it’s about having great products because without that, you have the best packaging, the best marketing, the best celebrities, whatever you have tied up with. But in the end, the product has to be incredible,” Varvatos emphasizes. “And that thing is alive. So whether it’s a song or a dress, or whatever, it’s something that stays with you and you come back.”
So they tapped Master Distiller Arturo Fuentes, dubbed the “Godfather of Tacilla,” who has ruled the industry for three decades to help create the most unique blend of tequila without compromising on quality or flavor.
Villa One comes in three expressions – Silver, Anejo and Reposado – and a mixture of clay lowland agave and sweet highland agave can create a soul with a finish that can be easily described.
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“It’s not an alcohol forward, it’s really smooth, and even in Silver and Enzo, it has a good body. Not too much, but some of those chocolate notes and caramel, things that for me as a fan of Reposado I really like, “Jonas describes the Villa One product lineup.” I’m not overwhelmed by the taste of vanilla, which can often be. I think it’s a really special mix, and we’re one of the two tequilas who do it. So really, when you look at how crowded this particular pillar of the soul industry is, I think that’s a real factor that sets us apart. And once you’ve tried Villa One against any other tequila, I really think there’s no comparison.
While men view their tequila craft as art, it is clear that it has been reduced to the way it was created, from the materials in which it was created.
“We both enjoy tequila a lot and I think our thinking was why we can’t do the best thing in the classroom,” says Varvatos. “We look at everything else we do in our lives as an effort to raise the bar and try to be the best in the world we play in, so why can’t we do it in tequila?”
Part of it is coming up with a brand concept that was still simple to understand in its origins.
Enter the famous tagline of Villa One, “Life as it should be”, which was ironically taken from the toast that Jonas allowed to vacation in Mexico with Vervatos and friends.
“We lived in Cabo with this wonderful life experience, in real time – great people, great food, great music. And a toast was made, it was ‘life as it should be’,” says Jonas. “And that’s just about it – the moments where you’re with the people you love, and enjoy the glass tequila and take it one step further from the madness of life, and really be present. I think we tried to make it recognizable as the essence and the brand, In marketing around it. But throughout the post-COVID, or COVID, I think we’ve found a different way to look at it, like the desire to get back to life. It’s always important to look at things in a new way and from a different perspective, and But it’s a great thing to be able to take those moments to appreciate the time people are really connected to that message and the time they spend with the people they love. “
The real meaning of the line lies within the brand’s real mission – to bring people together through shared experiences, good times and, of course, some really great tequila.
The company’s latest initiative, The Life As It Should Be Contest, aims to help bring people and consumers together in a tangible way by asking them what their “villa forest” is, what their happy place is. Peace and fulfillment.
It’s a way for the company to take the concept of connectivity and community and put it into action – after all, the two big prize winners of the competition will be treated to their dream vacation.
“In the early days, as we were developing it, we were talking about what Villa One means to us. And for the first time together in Mexico, that special trip we did and the night that kind of life came to our minds, and Nick made his toast, we We started talking to everyone, what is Villa One? What does it mean to you? And we really thought of it as a place, and that place transports you, “Vervatos tells me. “And it could be a special beach chair that you have a place where you can sit on the beach, or a cabin in the mountains, we say, or Paris or your own apartment. That special place you like to sit and share those wonderful moments together. “So he really wanted to think about transporting himself and us.”
Villa One is also launching the first-ever Villa One Tequila Garden in San Diego, an immersive way for fans to suck in their favorite spirits and hang out with friends and soon friends, while, of course, the Jonas playlist.
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“We really see it not just as a tequila brand, but as a way of life in many ways. And so to bring an experience for Villa Forest fans and those who like to go out, eat well and live in a great environment,” says Jonas about the new initiative. “We’re really excited … not only for the foundations and roots of our tequila, but also for making all the tequila’s roots feel truly authentic, and the inclination, the cultural experience and the beauty in that history.”
Personal activism and competition is a big win for a brand that faces the top challenge of making the right start in an epidemic, which certainly limits customers from being able to live their lives as they are.
Traditional projections, events and flavors were out of the question during the initial release of Villa One; To imagine someone sitting in a restaurant sucking a cocktail made by Takvila seemed like a distant fantasy.
“We didn’t know how important that message really was to spend the last two years trying to get back to basics and try to get back to somewhat normal life and enjoy those special moments again,” admits Varvatos.
But while Villa One has shown no signs of slowing down, in fact Jonas said the epidemic and its complications “set the brand on fire” which will keep them from innovating and moving forward.
And of course, the two friends and business partners have used each other as a guiding force to the ever-unpredictable industry that is the soul and the ever-changing world that owns the business.
Because apart from having a strong level of creativity, connection and being a really solid product, being an inspiring partner like friends is just the tip of the iceberg in Margarita.
“You’re also learning that people want to be around; the partnership is not one-dimensional, it’s multidimensional and with Nick, I always feel like I’m learning something from him,” Varvatos told me. “He never wants to be a follower of anything, It’s about leadership and it’s a kind of winner’s impression and that’s how I see Nick – he’s a real winner in whatever he has in mind to succeed. “
Jonas would be inclined to agree that Varvatos comes to his aid.
“I think I’ve always admired John’s passion and attention to detail. I think he’s obviously a brilliant creator, but his business sense is also a great asset and has been relative to us,” Jonas tells me. “But even as partners and friends, I think you should always rely on that person and really trust them and their strengths and see how you can add value to each other at every stage. With John, it’s a real exciting journey and a fun journey.” It feels like.
Varvatos will tell you that “magic is in the bottle” when it comes to Villa One, but when it comes to the two are able to take the level of their friendship and connection and build the brand around the spirit of the community. Dedication to equality and good times in life, it is clear that the magic here goes far beyond what you will find at the bottom of your (hopefully empty) glass.