Sip bold, be libre: Joy and celebration in every pour
A toast to friendship, flavor and breaking free
Meet Jaymee and Cecilia, the power duo rocking JAS. Driven by a passion for innovation and a bold vision to redefine social drinking, together they introduced the world to JAS. More than a brand, JAS is a vibrant lifestyle movement — bold, unconventional, and unapologetic. It’s for those who celebrate authenticity and thrive on exceptional taste. Each JAS drink is crafted with a fusion of latin flavor and functional ingredients that promote wellness, making every sip a delicious nod to a healthy and vibrant way of life.
How it started
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FROM MEZCAL TO JAS GIRL
In a bold leap of faith, Cecilia, once celebrated as La Niña del Mezcal, made a pivotal decision to embrace an alcohol-free lifestyle. This transition marked more than a personal evolution — it redefined her professional path and sparked the creation of JAS. Born from a wave of self-awareness and a desire to challenge societal norms, JAS emerged as a vibrant rebellion, with Cecilia at the helm, championing a lifestyle that celebrates authenticity and choice.
🌈✨ #BornToBeLibre
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Mixing it up
Enter Jaymee, a dynamic executive from a leading global spirits company, renowned for her innovative spirit and educational expertise. Feeling the pull towards a greater purpose, Jaymee joined forces with Cecilia. Together, they embarked on a thrilling journey, blending their shared passion for mixology and entrepreneurship to redefine the alcohol-free beverage industry. This formidable duo is not just crafting drinks; they’re orchestrating a symphony of bold flavors that champion choice and elevate social experiences.
🌟✌️ #JASgirls #BornToBeFresco
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Fueling the JAS Movement
Throughout 2021, from the bustling streets of NYC to the academic halls of Darden, Jaymee and Cecilia collaborated intensely to bring their vision for JAS to life. Their hands-on experiments with exotic spices and botanical extracts laid the groundwork for JAS’s first market-ready product. Each step was a rebellion against the ordinary, infusing every sip with bold Latin American flavors and functional ingredients. Dominating pitch competitions at UVA, they transformed JAS from a mere concept into a powerful movement, challenging the status quo and inspiring a new era of drinking culture.
🚀🌿 #RebelsWithACause
Born to be bold, born to be libre
At JAS, our guiding principle is simple: our beverages must stand out for their exceptional quality and flavor. If our creations don't dazzle the taste buds, we are missing the mark. As we perfect our craft, this commitment to excellence is woven into every sip. We don't chase fleeting trends; instead, we create beverages that defy convention, celebrate authenticity, and embody the essence of what it means to be libre.
Our mantra is simple: Be Libre with JAS.
BE LIBRE
BE FRESCO
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