When Martin Hoffstein co-founded JAJA Tequila in 2018, he wasn’t chasing tradition. He was chasing connection. Built on the idea that great spirits should spark joy, not pretense, JAJA emerged with a light-hearted tone and a focus on accessibility, without compromising on quality. With a celebrity partnership in The Chainsmokers, an eye for savvy digital marketing, and an unwavering commitment to sustainability and authenticity, JAJA has steadily carved out a distinct identity in a crowded category.

Fast forward to 2025, and the industry has taken notice. JAJA Tequila Blanco has been named Tequila Producer of the Year at the Bartender Spirits Awards—a recognition that reflects not only craft but cultural resonance. In this conversation, Hoffstein opens up about the brand’s origins, flavour philosophy, distribution growth, and what it means to be taken seriously while still not taking yourself too seriously.

Image: JAJA - Tequila Producer of the Year at the 2025 Bartender Spirits Awards.

JAJA Tequila has garnered attention for its vibrant branding and association with The Chainsmokers. Could you elaborate on the genesis of the brand, its core philosophy, and how the founders' backgrounds have influenced its identity?

We started JAJA in 2018 with a simple idea: let’s build a tequila brand that reflects how we live and what we value: fun, quality, and not taking ourselves too seriously. We wanted something joyful, approachable, and inclusive, a brand that was just as much about lightheartedness and connection as it was about great-tasting tequila. That energy is what resonated with The Chainsmokers and led them to join us on this journey early on. They live in the world of music, nightlife, and storytelling, and they were immediately drawn to how JAJA could be a seamless extension of their everyday lives.

Image: (L-R) Andrew Taggart, Elliot Tebele, and Alex Pall of The Chainsmokers with Martin Hoffstein, and  Maurice Tebele, co-founders of JAJA Tequila.

Your Blanco tequila is noted for being triple-distilled, gluten-free, and crafted from 100% Agave Azul. Could you detail the production methods employed and how sustainability practices are integrated throughout the process?

We use three simple components: 100% Highland Agave Azul, a proprietary yeast, and mineral-rich volcanic spring water. While our Blanco was previously triple-distilled at our former distillery, we’ve since refined the process to a traditional double distillation, allowing more of the natural agave character to shine through. 

Sustainability is important to us, and our distillery personnel are always mindful of this, ensuring a clean, environmentally conscious production process by recycling water and composting agave waste to help preserve the agave ecosystem long-term. Our goal has always been to produce high-quality tequila in a way that respects both the land and the people behind it.

With tasting notes highlighting black pepper, herbal nuances, and a smooth finish, what elements contribute to JAJA Blanco's unique flavor profile, and how does it differentiate itself within the premium tequila market?

JAJA Blanco is made with highland agave, which naturally brings a softer, more floral profile compared to lowland agave. We cook the agave slowly to bring out its sweetness, and our double distillation process helps preserve those bright, peppery, and herbal notes without overprocessing them. What really sets JAJA apart is how easy it is to drink – smooth, clean, and balanced. We designed our flavor profile to be just as enjoyable in a cocktail as it is neat, and that versatility really resonates with our drinkers.

Image: JAJA Blanco; Source: JAJA Tequila.

JAJA Tequila is available through various retailers such as Target, Total Wine & More, and ReserveBar. Could you discuss your distribution strategy within the U.S. and any plans for expansion into international markets?

We’ve focused on building smart, accessible distribution across the U.S., partnering with key national and regional retailers like Target, Total Wine & More, and Specs in Texas. The goal has always been to meet our customers where they shop, whether that’s online, in big box retail, or specialty liquor stores. On-premise has always been a big focus for us, and we’ve been intentional about working with the right restaurants, bars, and hospitality groups that align with our brand and can help introduce JAJA in the right context. 

As for international expansion, we’re already seeing demand in select global markets, and we’re exploring those opportunities, especially where tequila culture is growing fast. 

Your marketing approach includes reactive advertising and leveraging social media platforms. How do these strategies resonate with your target demographic, and what role do events and influencer partnerships play in your overall marketing plan?

Our audience leans younger and lives online, so we always opt for a marketing style that’s fast, fun, and culturally aware. We use reactive advertising by responding to trending moments. That allows us to be a part of the conversation in real time, and that really resonates with how our audience consumes content. Social media is where our brand voice comes to life. It's playful, unfiltered, and cheeky. Events and influencer partnerships help us bring that digital energy into the real world – and that’s where I believe the brand really shines.

Image: Instagram posts; Source: JAJA Tequila.

In collaborating with distributors like Southern Glazer’s Wine & Spirits, what initiatives do you undertake to support importers and retailers in promoting and selling JAJA Tequila effectively?

We see our distributor relationships, especially with Southern Glazer’s, as true partnerships. It’s not just about placing tequila on shelves; it’s about building momentum together. We support our distributors with tailored programs by market, strong sell-through incentives, and ongoing brand education to make sure sales teams across the country really understand what makes JAJA different. The more we align with our distributor and retail partners, the better the outcome, and we treat those relationships like extensions of our internal team.

Having been awarded "Tequila Producer of the Year" at the 2025 Bartender Spirits Awards, how do you plan to leverage this accolade in your marketing efforts and brand positioning moving forward?

Winning “Tequila Producer of the Year” at the 2025 Bartender Spirits Awards was a huge honor, especially because it comes from the bartenders and industry professionals who live and breathe this category every day. It’s real validation of the quality we’ve built into JAJA from the start, and the efforts we’ve made to continue refining the taste profile of our tequila. We plan to highlight the award across trade and our consumer channels - for us, it’s not just bragging rights, but it’s a way to deepen credibility and show both consumers and partners that JAJA isn’t just a fun, beautiful brand, it is a respected one too. 

Image: JAJA Tequila crowned Tequila Producer Of The Year at 2025 Bartender Spirits Awards.

Are there upcoming product releases or innovations in the pipeline that aim to further establish JAJA Tequila's presence in the spirits industry?

Let’s just say my office looks like an innovation lab - we’re always playing with new ideas, formats, and flavor concepts. Some of them are amazing… some of them will probably never see the light of day. Our real focus right now is continuing to build on the strength of our core lineup. JAJA Blanco, Reposado, and Añejo have built real momentum, and we want to make sure we continue delivering quality and consistency as we grow.

Image: The Chainsmokers in Arizona; Source: JAJA Tequila.

Conclusion

JAJA may have started as a playful idea, but its trajectory suggests something more lasting. By balancing fun with rigour, and embracing both cultural relevance and production integrity, JAJA is shaping a future where premium tequila speaks to a new kind of consumer—one that values quality, transparency, and a bit of levity. And if their recent win at the Bartender Spirits Awards is any indication, the industry is not just listening, it’s applauding.

In conversation with Malvika Patel, Editor and VP, Beverage Trade Network

Also Read:
Bosque Nativo Gin Takes Top Honours at the 2025 BSA—What Comes Next?
Angry Giraffe Vodka Named Vodka of the Year at 2025 Bartender Spirits Awards
Bartender Spirits Awards 2025: Old Road Rum Takes Top Honour as Rum of the Year