YaVe Tequila, the award-winning, independent Tequila brand founded by Joe Cruz Jr. in Spanish Harlem, is celebrating its 10th anniversary with serious momentum, including a 96% year-to-date increase in sales of its flavored Tequilas, like Jalapeño. The growth is driven by growing consumer demand for bold, naturally infused spirits and the brand’s decade-long commitment to innovation and authenticity.
Founded in 2015, YaVe was one of the first brands to introduce naturally infused Tequilas, including the first mango Tequila in the world. Today, the brand offers bold expressions like Jalapeño, Mango, and Coconut alongside its classic Blanco and Reposado. Each of YaVe’s infused Tequilas begins with YaVe Blanco—crafted in Jalisco, Mexico using 100% agave and no additives—then elevated naturally with real flavor.
With National Tequila Day approaching on July
24, YaVe’s flavored expressions are well-positioned for summer cocktail menus,
particularly the brand’s best-selling Jalapeño, which adds bold flavor to
trending drinks like the spicy or “swicy” (sweet and spicy) margarita.
Overall, the Tequila category remains hot. Tequila reached a record high in the U.S. last year, growing 2.5% to 31.3 million cases, according to Impact Databank. YaVe has seen a 43% increase in sales year over year, with flavored tequila now representing 65% of the business year to date, led by the company’s Jalapeño Tequila, its most popular offering.
To develop YaVe, Cruz drew inspiration from his Puerto Rican roots and Latin heritage to create a Tequila brand that broke from convention, one that reflected the energy of his community and delivered the bold, approachable flavors consumers are looking for today. YaVe took nearly two years to develop, as Cruz worked closely with distillers in Jalisco to perfect the process, the flavor, and the vision behind the brand.
“I started YaVe by going bar-to-bar in New York City, pouring Tequila straight from my backpack,” said Cruz , Founder of YaVe Tequila. “Ten years later, it’s incredible to see how far both the brand and the category have come. Tequila is booming, and consumers are actively seeking bold, innovative options, especially when it comes to cocktails. We’re proud to have spent the past decade pushing for more flavor, more creativity, and a different kind of Tequila experience.”
“YaVe” is a play on the pronunciation of the Spanish word llave, meaning “key,” in Spanish, a nod to unlocking a better drinking experience through clean, ultra-smooth Tequila. Crafted with 100% agave from both the Highlands and Lowlands of Jalisco, YaVe strikes a perfect flavor balance: floral and sweet from the Highlands, earthy and peppery from the Lowlands. Double distilled and crafted with volcanic water, YaVe Tequila is naturally filtered through porous lava rock for exceptional purity and smoothness. The Tequila is made using a proprietary yeast strain, contributing to YaVe’s signature clean and ultra-smooth finish.
YaVe Tequila has won numerous awards including Gold Medals at the San Francisco World Spirits Awards and was named one of the best Tequilas in the world along with being recognized for Innovation at the SIP Awards World Spirits Competition.
YaVe Tequila Expressions include:
- YaVe Blanco: Clean, crisp, and smooth with notes of citrus and pepper. The purest expression of agave, perfect for classic cocktails or sipping neat. (40% ABV)
- YaVe Reposado: Aged in American oak barrels for 6 months. Warm, rich flavor with hints of vanilla, caramel, and spice. (40% ABV)
- YaVe Jalapeño Infused: Bold and spicy with a clean heat. This fan-favorite is the perfect blend of blue agave and spicy jalapeño and adds the perfect kick to margaritas, Palomas, or your own “swicy” creations. (35% ABV)
- YaVe Mango Infused: Sweet, tropical, and juicy. Infused with natural mango for a refreshing twist that’s made for cocktails or sipping over ice. (35% ABV)
- YaVe Coconut Infused: Smooth and tropically sweet with real coconut flavor. A vacation in a bottle, ideal for tropical-inspired drinks or summer cocktails. (35% ABV)
All YaVe Tequilas are available in 750ML bottles, made with 100% agave, contain zero added sugar, and have just 60 calories per 1.5oz pour.
About YaVe Tequila
Founded in 2015 by Joe Cruz Jr. in Spanish Harlem, YaVe Tequila, a play on the pronunciation of the Spanish word llave, meaning “key,” is an independent, fast-growing, and award-winning Tequila brand built on hustle, heart, and innovation. Crafted from 100% blue agave grown in both the Highlands and Lowlands of Jalisco, Mexico, YaVe Tequila is double distilled, naturally filtered through volcanic lava rock, and known for its ultra-smooth finish. Each infused expression begins with YaVe Blanco, a clean, additive-free base, then is elevated naturally with bold, real flavor. YaVe’s lineup includes five expressions: Blanco, Reposado, Jalapeño, Mango, and Coconut, and has earned Gold Medals at the San Francisco World Spirits Competition and recognition for innovation at the SIP Awards.
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