When the year began, YaVe Tequila founder Joe Cruz Jr. and his team were ready to take on the world of premium spirits.
The scrappy, small-batch tequila brand had just inked a deal with Empire Merchants and Allied Beverage, the two largest distributors in New York and New Jersey respectively, ending YaVe’s two-year reliance on self-distribution.
The brand was, Cruz told Adweek earlier this year, “on pace to really create a big presence in bars, restaurants and liquor stores across both states, starting [in] April with the distribution launch and making some big noise through the summer.”
Then the Covid-19 pandemic struck, bringing everything to a screeching halt.
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