Dallas, Texas, United States
I’m the Co-Founder & CEO of JAS Live Free Inc., where we’re crafting bold, alcohol-free cocktails that celebrate Latin culture, craftsmanship, and wellness. JAS reimagines iconic Latin cocktails like the Paloma and Mojito with adaptogens and real ingredients — blending culture and function to redefine how people celebrate 𝘴𝘪𝘯 𝘢𝘭𝘤𝘰𝘩𝘰𝘭, 𝘤𝘰𝘯 𝘤𝘶𝘭𝘵𝘶𝘳𝘢. Before JAS, I founded La Niña del Mezcal and ŌME Spirits, two pioneering brands that helped introduce artisanal Mexican spirits like mezcal, bacanora, and sotol to a global audience. My journey began in Oaxaca, working directly with mezcaleros and agave farmers, and grew into a lifelong mission to elevate Latin heritage through storytelling, craftsmanship, and innovation. I’m also the author of Tequila Made Me Do It (HarperCollins UK) and was named one of the “Most Innovative Women in Food & Drink” by Fortune and Food & Wine Magazine. My work has been featured in Forbes, The Washington Post, Bon Appétit, Esquire, and more. I hold an MBA from the University of Virginia Darden School of Business (’22), where I was a Batten Scholar. At JAS, I’m building more than a beverage brand. I’m building representation in the aisle. Boldly made in Texas, JAS is redefining the future of mindful drinking with culture, authenticity, and joy at its core. 𝗣𝘂𝗯𝗹𝗶𝗰 𝗦𝗽𝗲𝗮𝗸𝗲𝗿: As a speaker, I explore entrepreneurship, culture, and the future of drinking — challenging how we think about celebration, branding, and identity. I share how building JAS, a culture-driven functional cocktail brand, has taught me to merge creativity with strategy in an evolving CPG landscape. My talks focus on authentic storytelling, category disruption, and the power of representation — showing how brands rooted in culture can drive both emotional connection and market growth. I’ve spoken at Bain & Co, UVA Darden, TCU, SMU Cox, UT McCombs, Latinx MBA Summit, Bar Convent Brooklyn (BCB), inspiring audiences to build with purpose, push boundaries, and create brands that make people feel something real. 𝗘𝗺𝗯𝗿𝗮𝗰𝗶𝗻𝗴 𝗮𝗻 𝗔𝗹𝗰𝗼𝗵𝗼𝗹-𝗙𝗿𝗲𝗲 𝗟𝗶𝗳𝗲𝘀𝘁𝘆𝗹𝗲: I’m committed to reshaping how we think about drinking and what it means to celebrate. For me, living alcohol-free isn’t about giving something up; it’s about gaining clarity, joy, and presence. It is a journey of empowerment that continues to shape how I lead, create, and connect. Through JAS, I want to show that mindful celebration can be vibrant, bold, and deeply rooted in culture — proof that you can live fully, honor your roots, have a JAS and Be Libre.
JAS is a woman-led & mission-driven company that crafts all-natural functional and alcohol-free cocktails that are infused with adaptogens and bold Latin flavors, empowering consumers to make mindful choices that foster joy, health, and overall wellness.
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