JAJA is Spanish for haha, and the brand was built to be the tequila you open when the night is about laughing with friends. It was founded in 2018 by brothers Elliot and Maurice Tebele, the creators of the comedy media company behind one of the biggest humor accounts on Instagram, together with their childhood friend Martin Hoffstein, after a trip to Jalisco in search of a traditionally made spirit they could put their name on. In 2021 the brand partnered with Proximo Spirits, which brought JAJA into the La Rojeña distillery, NOM 1122, one of the oldest working tequila distilleries in Mexico.

Every expression is made from 100 percent blue Weber agave in small batches. The piñas are slow-cooked in brick ovens, fermented with water and yeast, and distilled three times in copper pot stills, then bottled at 40% ABV. The Blanco goes straight to bottle, the Reposado rests in oak, and the Añejo spends more than a year in barrel. The line is certified kosher, gluten-free and vegan-friendly, and the Blanco was named Tequila of the Year at the 2023 London Spirits Competition and scored 93 points from Wine Enthusiast.

The bottles are as much a part of the brand as the liquid, with illustrated highland landscapes in a different palette for each expression and the tagline en inglés, haha, scrawled across the glass. Browse our full JAJA collection with fast nationwide shipping delivered straight to your door.