I’M CECILIA

Darden School of Business MBA, author, CEO and Co-founder of JAS (Juntos a Saborear), where we’re creating bold, alcohol-free cocktails that bring Latin-inspired flavors and functional ingredients to mindful drinkers. Our goal is to offer a great-tasting, high-quality alternative for those looking to celebrate every moment – without alcohol.

Before starting JAS, I spent years working in the beverage industry, first by founding La Niña del Mezcal and ŌME Spirits, where I helped introduce artisanal Mexican spirits like Mezcal, Bacanora, and Sotol to a broader audience.

In 2012, I fell in love with Oaxaca and my passion for agave led me to establish one of the first blogs about Mezcal and the culture that surrounds it. In 2016, I was included in the “Most Innovative Women in Food and Drink” list by Fortune and Food & Wine Magazines, and in 2018 I authored my first book on agave spirits called “Tequila Made Me Do It” published by Harper Collins UK.]m , helping boost recognition for these spirits worldwide.

Today, I embrace and pursue an alcohol-free lifestyle and am passionate about creating products that allow everyone to enjoy every moment mindfully, while providing a new outlook on how living alcohol-free can be fun and easy.

Committed to challenge the status quo on drinking, I see an alcohol-free lifestyle as more than mere abstinence; it’s a journey of empowerment and profound transformation. Through my experiences and endeavors, I aim to showcase that living without alcohol not only empowers individuals but also catalyzes positive, transformative changes, providing a refreshing perspective on the possibilities that come with embracing a different way of life.

As a public speaker, I share insights on entrepreneurship and the evolving drinking culture. My talks explore the intersection of business, culture, and innovation, inspiring audiences to rethink conventional norms and embrace new perspectives.