Spirits · Jalisco
JAJA
Easygoing highland tequila made to put some fun back in the glass.
- Founded
- 2018
- Founded by
- Martin Hoffstein, Maurice Tebele, Elliot Tebele
- Based in
- Jalisco
Making it since
2018
Their story
JAJA Tequila launched in 2018, started by Martin Hoffstein and brothers Maurice and Elliot Tebele. The name reads like a laugh, and the founders say the "JA" also nods to Jalisco, the Mexican state where all tequila is made.
The brand set out to make tequila feel less serious, with playful packaging and marketing. The liquid has earned respect too: JAJA was named Tequila Producer of the Year at the 2025 Bartender Spirits Awards.
The lineup centers on Blanco, Reposado and Añejo expressions.
How it's made
JAJA is made from 100% highland blue agave, a proprietary yeast and volcanic spring water. The agave is cooked slowly to bring out its sweetness, and the tequila is now double distilled to keep more agave character. The company says it recycles water and composts agave waste.
We use three simple ingredients: 100% Highland Agave Azul, a proprietary yeast, and mineral-rich volcanic spring water.
Why we carry them
We like JAJA Blanco for its soft, floral side, which makes it a natural fit for margaritas and highballs. It is a friendly bottle for anyone getting into tequila.
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