Developed in 2018 by Elliot Tebele, Maurice Tebele and Martin Hoffstein, JAJA Tequila (pronounced “HA HA”) is a small batch tequila company that adds a festive touch to any gathering. The company was established with one important goal: creating a product that honors friendship, promotes laughter and celebrates tequila. In fact, a large part of JAJA’s commitment to free-spirited days and intimate nights is inspired by JAJA Tequila investors Drew Taggart and Alex Pall (of the popular two man-band The Chainsmokers).
The production of JAJA Tequila is sustainable, gluten-free and triple-distilled. It was important to Elliot that the product was sustainably and ethically produced. Because of this, JAJA is strict in its environmental stewardship, from the sourcing of ingredients like 100% pure agave juice to the use of recyclable glass containers. Additionally, JAJA donates to organizations working to protect the agave plant’s ecological system, supports bat-friendly farms and guarantees safe working conditions for agave farmers.
Elliot and JAJA Tequila
As in all his entrepreneurial endeavors, Elliot’s role at JAJA Tequila is multifaceted. Most often, Elliot is focused on marketing, strategy and product development. Elliot finds inspiration for JAJA and his other businesses all around him. He often attends inventor groups and pitches ideas to friends and partners for insight and feedback. Elliot takes great pride in having created such a meaningful product among friends and family.
Where JAJA All Began
Before they were business partners, Elliot Tebele, Maurice Tebele and Martin Hoffstein made an impromptu summer trip in search of the world’s finest tequila. After wandering through the beautiful hills and vast mountains of Jalisco, Mexico, they happened across a distillery that valued conventional methods and environmentally friendly production. During this journey, they learned about the importance of high quality agave and high standards of production.
How JAJA Tequila Is Produced
JAJA agave is aged between 7-8 years, then cut and baked in brick ovens for roughly 32 hours. Then to achieve the distinctive JAJA flavor, each batch is then “rested” for 8 hours and fermented for an additional 72 hours. Batch after batch, JAJA Tequila is distilled in copper-lined pot stills with volcanic water to produce a smooth taste. Each flavor of tequila that JAJA produces then goes through unique processing creating disguised, elevated finishes.
Elliot Tebele’s Favorite Cocktail Recipes
Ever wonder how JAJA Tequila co-owner Elliot Tebele unwinds? Check out these refreshing cocktails from Elliot’s personal collection of recipes.
- 1.5 oz. JAJA Blanco
- ¾ oz. pink peppercorn grenadine
- ¾ oz. lime juice
- Thin slice of habanero
- Dash of bitters
- Soda water (for topping)
Blood Orange Spritzer
- 1.5 oz. JAJA Reposado
- ½ oz. fresh lime juice
- 2 oz. Blood Orange Puree
- Soda water (for topping)