Nick Jonas’s Tequila is coming to the UK
Having launched his Tequila brand, Villa One, in the US last month, American singer Nick Jonas will be bringing it to the UK next year through Cellar Trends.
Created in collaboration with the Stoli Group, Villa One includes the classic three expressions of the agave-based spirit: a silver, reposado and añejo, which will be priced in the UK at £40, £45 and £55 a bottle respectively.
Geoff Watts, managing director of Cellar Trends, said, “We’re very excited that we will be at the forefront of the leading growth category of agave spirits in the UK with Villa One.
“To have the brand as part of our growing portfolio of Tequila gives us a fantastic ultra-premium spirit to offer the on and off-trade in the coming months.”
Matthias Knoll, senior vice president of Stoli Group International, added: “I’m very excited about our partnership with Cellar Trends in the UK. Stoli Group and Cellar Trends will have more news and projects in the UK market soon.”
Menswear designer John Varvatos is a partner in Villa One, which competes in the ultra-premium Tequila sphere alongside the likes of Patrón and Casamigos.
Both Jonas and Varvatos have an equity stake in the business, though the amount hasn’t been disclosed. The pair also have a fragrance and fashion line together.
“Given our affinity for Tequila, Villa One was the perfect next step. The most important thing for us is that we have the best Tequila in the market,” Jonas said.
“When it came to Villa One, it was critical to us that we take part in the decision-making process every step of the way and now we feel that this is exactly the Tequila we sought out to create two years ago,” he added.
“They weren’t interested in an endorsement deal, and neither were we. We wanted to be partners and in it for the long term,” Rudy Costello, acting global president and CEO of the Stoli Group, added.
Villa One’s three expressions went go on sale in the US this month. The bottle was designed by Varvatos and Jonas with each expression featuring jewellery-inspired metalwork around the neck.
Jonas joins a long line of celebrities to have entered the Tequila game, including George Clooney, Chris Noth, Justin Timberlake and P Diddy.