JAJA Spirits, LLC in Concert with Shaw-Ross International Importers, LLC to Launch JAJA Añejo

The More Aged and Complex Spirit Created to Appeal to a More Mature and Sophisticated Demographic

In just over a year JAJA Premium Tequilas have taken the country by storm and now the company, through its importer Shaw Ross International Importers, LLC, has launched JAJA Añejo in select markets, with a national launch scheduled for Q1 2020. The Añejo joins the JAJA family of Blanco and Reposado all made with 100 percent Agave Azul. The Añejo is aged in American whiskey barrels for two years.

“The Añejo variant of JAJA unlocks a whole new demographic that we can cater to,” said Maurice Tebele, President of JAJA Spirits. “While our Blanco and Reposado have been extremely successful in warm weather and outdoor atmospheres, the more aged and complex profile of the Añejo appeals to a mature and sophisticated palate and works amazingly well in intimate evening and festive settings – whiskey drinkers will really enjoy it.”

“We decided to launch the Añejo in New York, California, Nevada, Illinois and Florida as these are currently our top-performing markets,” said Martin Hoffstein, JAJA Chief Operating Officer. “This is similar to how we originally launched the brand as we wanted to focus on markets where we have the largest footprint and expand outwards over the next few months.”

Pronounced “HAHA” in English, The JAJA founding team includes Elliot Tebele, his brother Maurice Tebele, and Martin Hoffstein. Elliot Tebele is the founder and creative mind behind the widely popular social media platform Jerry Media, which boasts more than 50 million followers.

“Aside from the quality of the tequilas, the appeal of the JAJA brand is its remarkable presence in the digital world and how it relates to the spirits industry,” said Scott Jove, Vice President, Sales and Marketing for Shaw Ross. “Since its launch on Cinco de Mayo in 2018, we’ve witnessed how the brand has taken advantage of the convergence of the industry with the digital world.”

Blanco has a suggested retail price of $34.99 and Reposado at $39.99 per 750ml bottle.

“We have taken a hands-on approach at our distillery in Jalisco, to ensure that everything about the production process adheres to our specifications.” said Tebele. “From slow cooking to natural fermentation, distillation, and aging, all of these processes must be precise and consistent – so we have boots on the ground making sure of it.”


JAJA partners with Drizly & ReserveBar, two of the largest online marketplaces for alcohol, for its e-commerce.

Jove said they anticipate the Añejo on shelves at $52.99.


Gold    Heavy    Complex, Almond-Vanilla     Strong Oak    Weber Oak, Almond

For more information go to http://www.jajaspirits.com/

About Shaw-Ross International Importers, LLC:

Founded in 1968 as a wine and spirits importer representing a handful of brands, Shaw-Ross has grown into one of the nation’s leading importers representing 35 suppliers from around the world. Shaw-Ross continues to evolve its portfolio to keep ahead of the ever-changing wine and spirits industry for more information go to http://www.shawross.com.

EDITORS NOTE: Imagery and sample requests can be made through Peter Nasca at the above address.

The Añejo variant of JAJA unlocks a whole new demographic that we can cater to,” said Maurice Tebele, President of JAJA Spirits.