Board Member
Born from a dream in Spanish Harlem, Joe Cruz Jr. set out to create a premium tequila that represented his Puerto Rican heritage.
His background in the liquor industry helped him with the logistics of starting a spirits brand but his hustle drive and positive attitude got him where he is today. Everyone always talks about hustle like “working hard” or going for it, but Joe went a step further. He literally backpacked across NYC with bottles in his bag getting YaVe in stores and bars/restaurants across the city. Dreamers like Joe know that to BE the best you have to DO the best. Don’t just talk about it - be about it.
You’ll also find his Puerto Rican influence in the coconut and the mango flavors, which he made for his mom and Abuela respectively. Because he knows that it takes more than one place, person or idea to create something exceptional.
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