Drinkjas

JAS Live Free Inc. operates in the rapidly expanding functional, non-alcoholic beverage market, offering ready-to-drink cocktails with a distinct Latin-inspired profile. Founded in 2022 by Cecilia Rios Murrieta and Jaymee Mandeville, the Dallas-based company targets consumers seeking sophisticated, mindful drinking options. The business model centers on direct-to-consumer sales via its website and distribution through retail and on-premise partners, including Bristol Farms, select bars in Dallas and Los Angeles, and a planned launch in 95 Whole Foods stores in August 2025.

The founders' backgrounds are integral to the company's identity. Cecilia Rios Murrieta, a Mexican entrepreneur and CPG veteran, previously founded the award-winning spirit brand La Niña del Mezcal. Her personal transition to an alcohol-free lifestyle in 2018 directly inspired the creation of JAS, aiming to replicate the complex sensory experience of a craft cocktail without the alcohol. Jaymee Mandeville contributes extensive experience as a beverage marketing executive and former mixologist, bringing crucial industry knowledge and flavor development expertise. The pair developed the initial product while at the University of Virginia's Darden School of Business iLab Incubator, launching the company full-time after Murrieta's graduation.

The company's product line includes the Paloma Libre and a Mojito Fresco. The flagship Paloma Libre is a non-alcoholic take on the classic Paloma, crafted with sparkling water, grapefruit and lime juices, cane sugar, and agave. A key differentiator is the infusion of functional ingredients like Ashwagandha, intended to provide a relaxing effect and a bitter, complex flavor profile that mimics a traditional spirit. The drinks are designed to be complex and balanced, with the Paloma Libre noted for its blend of grapefruit, lime, and warming spice notes like cinnamon and cardamom. The company has secured $30,000 in funding, including $20,000 from the PepsiCo Greenhouse Collaborative Accelerator in July 2024, and is actively raising a seed round to scale production and distribution.

Keywords: non-alcoholic cocktails, functional beverage, Latin-inspired drinks, ready-to-drink, direct-to-consumer, mindful drinking, Ashwagandha drink, women-owned business, Latinx-founded, CPG beverage, Paloma Libre, alcohol alternatives, cocktail alternative, sober curious, craft mocktails, beverage startup, wellness drink, botanicals, social beverage, premium non-alcoholic