Nick Jonas spent months studying George Clooney and Dwayne Johnson’s tequila ventures before deciding to launch his own with designer pal John Varvatos.
The Jonas Brothers star and the style icon announced details for their Villa One tipple on Wednesday, and Jonas insists their initiative isn’t another celebrity get-rich-quick scheme.
He became a student of star-backed beverage brands and is adamant he learned a lot from the likes of Clooney and his Jumanji: Welcome to the Jungle co-star.
“I think there’s something to learn from every person who has started a spirits brand,” he told WWD. “I admire George Clooney and what he’s done with Casamigos. Dwayne Johnson, a cast member with me in Jumanji, is doing a tequila of his own, and Ryan Reynolds has Aviation (gin). It’s about looking at any of those potential competitors and comparing them to us.
“What John and I are trying to do is just learn what we can from their campaigns and how they market their products and also what makes their product special. Casamigos has built a great audience, so that means they’ve done something right.
“In everything we do, we try to learn from those who have done well and from those who have not reached their goals, so we can approach this with all that knowledge in our back pocket.”
Jonas and Varvatos came up with Villa One tequila during a trip to Mexico in early 2018, with the popstar explaining, “When we brought our friends together over tequila in Mexico, we learned that we share the same values – enjoying time with friends and family, old and new, one glass at a time.”