Nuestra Historia
From the agave fields of Oaxaca to the can in your hand.
This story doesn't start with a drink. It starts with a culture.
JAS wasn't born in a boardroom. It was born in Mexico — in palenques and mercados, over seven years spent traveling the country in search of its greatest spirits. We never set out to make an alcohol-free drink. We set out to keep the celebration.
Cómo empezó todo
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LA NIÑA DEL MEZCAL
At 26, Cecilia launched her first mezcal brand and became known across Mexico as La Niña del Mezcal. Over seven years curating the country's finest spirits, she became the first exporter in Mexico to ship all three of its spirit denominations — mezcal, bacanora and sotol. Cocktail culture was never a trend to her. It was home.
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THE 180
Then she walked away. Cecilia quit drinking, left the spirits world, and found something nobody talks about: the joy of living without anything holding you back. Only one thing was missing — nothing on the shelf tasted good AND felt like a celebration.
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JAS IS BORN
In 2020, at business school, Cecilia set out to build the drink she couldn't find. The Paloma came first — real grapefruit and lime with the warm spice of the mezcales she'd spent years chasing through Oaxaca. Not a mocktail. The real thing, sin alcohol.
A toast to friendship, flavor and breaking free
To turn the idea into a movement, Cecilia teamed up with Jaymee — a seasoned executive from the global spirits world who felt the same calling. From NYC to Darden's pitch rooms, they built JAS into what it is today: bold Latin flavor, functional ingredients, and a new way to celebrate.
Born to Be Bold. Crafted to Be Libre.
At JAS, we craft alcohol-free functional cocktails that are bold in flavor, rooted in Latin heritage, and made for mindful celebration. Our culture isn't a flavor trend or a niche — it's where we're from, and it's in everything we make. If it doesn't dazzle your taste buds, it's not JAS.
Our mission: to help people celebrate every moment — with cocktails as good for the body as they are for the spirit, alcohol optional.
Have a JAS and Be Libre. No es solo un tagline — es una forma de vivir.
BE LIBRE
BE FRESCO
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