Joe Cruz Jr. is a single father and Harlem, New York native with 25+ years in the Beverage Alcohol Industry. Having worked in all aspects of the industry, Joe had all the knowledge necessary to create and build the next big brand. In 2015, Joe pursued his passion and started his own Spirits brand with a mission to create a Tequila that is so smooth that anyone can appreciate it.
Joe’s goal is to inspire and encourage entrepreneurs that may not come from great privilege to follow their dreams and create a meaningful and successful brand and for YaVe to become a legacy to pass on to his family and support local communities.
Please tell us a little bit about your company – what is YaVe Tequila all about?
YaVe Tequila crafts small-batch, ultra-smooth, and clean tasting tequila for easy drinking without the “tequila burn”. YaVe has a unique line of premium naturally flavored tequilas meant to unlock possibilities and create memorable experiences amongst friends and family. What makes YaVe so smooth is the fact that we use the best agaves from two separate regions, the highland and lowland regions in Tequila, Jalisco, Mexico. We also use water that has been filtered through volcanic rock and our own unique yeast which together means we have a uniquely smooth tasting tequila. YaVe also creates a proprietary yeast, in house.
Tell us a little bit about your background and how you started your company?
After spending more than 25 years working at liquor stores and promoting alcohol brands across the country, I knew I didn’t want to work for another liquor brand anymore. I realized that my energy would be better spent into making my own products instead of bending over backwards making everyone else rich. It was time to create my own legacy. In 2015, as a single father, I began the process of creating YaVe from my home in Spanish Harlem.
What are your plans, how do you plan to grow this company?
YaVe started in Harlem, NY, and we spent the first 2 years selling every case ourselves, without any major distribution. However, in 2020, we expanded our launch by partnering with Empire Merchants in August for distribution in all of New York state. Following that, we had a successful launch in New Jersey with Allied Beverage, and in October, the team expanded into the Connecticut market to complete their full availability in the tri-state area. As of February 1st, 2021, we are launching in Massachusetts with Martignetti Companies and in Rhode Island with Mancini Beverage.
Beyond, we have our sights set on further expansion into more states across the nation. We also hope to continue winning more industry awards for the brand as we gain more awareness nationally. This year, YaVe Tequila won gold at the SF World Spirits awards and most recently won three SIP International Awards; Gold for our Blanco Tequila and Silver and the coveted Innovation Award for disrupting the industry with our naturally flavored Mango Tequila. To add to all of that, we just won the Silver for best package at the BTI Awards. We will have new launches planned in 2021 and we expect those to win awards also.
What were the top mistakes you made starting your business and what did you learn from it?
One of the hardest things for me was mastering the art of delegation. It was hard to go from working alone to passing off major responsibilities to my team. Though I put a lot of my energy into picking the perfect team, which I accomplished, it wasn’t easy to pass along important duties and have them completed exactly as I imagined. I quickly learned that the best thing about a strong team is that as long as everyone plays their role and does what they do best, it doesn’t have to be done exactly as you see fit. Having multiple perspectives is key when making most big decisions. Having a diverse team, with different schools of thought: Priceless.
How do you separate yourself from your competitors?
Flavored tequila is still a very small category compared to flavored vodka or rum. We wanted to stand out in this category by introducing natural flavors into a premium tequila and it has proven to be a huge success. Our tequilas also have no added sugar, for a more guilt-free sipping experience. In 2018, we also brought on industry legend Joe Lehane, former SVP and General Manager of Diageo, as a brand advisor who continues to bring top-level industry experience to the brand.
What is one thing that you do daily to grow as an entrepreneur?
What are three books or courses you recommend for new entrepreneurs?
- Shoe Dog: A Memoir By The Creator of Nike by Phil Knight
- Any book by Richard Branson (Finding My Virginity is my personal favorite.)
- Rise and Grind by Daymond John
If you only had $100 dollars to start a new business, knowing everything you know now, how
would you spend it?
The same exact thing I did when I created YaVe .. use it all on food & snacks from the dollar store, while I worked harder than I ever have and researched more than I could have imagined. You can’t control the weather nor when Covid will end. You CAN control how hard you work, how you treat people and how you spend your time. You focus on what you can control, and anything is possible!
How did you know it was the perfect time to start a business?
There is no perfect time. When creating YaVe, I jumped off the cliff and built the plane on my way down, as a single father and with only $20,000. I could have used all of those as excuses but from the second I decided to go for it, there was no stopping me. There’s always a reason NOT to do something and most people find it. Don’t be most people.
How can we get in touch with you?
Check us out at YaveTequila.com or follow us on Instagram: @yavetequila and Facebook: YaveTequila.
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