JAS expands Latin mocktails into Central Market in Texas

Texas-born, women-owned JAS is rolling out its alcohol-free Latin mocktails at Central Market, adding to existing placement at Whole Foods Market and H-E-B. The move broadens the brand’s reach across major Texas metros as demand grows for functional, ready-to-drink alternatives.

Why it matters: - JAS is widening distribution in Texas at a moment when more shoppers are looking for alcohol-free drinks with flavor and function. - The Central Market launch puts the brand in front of more consumers in Houston, Austin, San Antonio and Dallas–Fort Worth. - The expansion also gives a Hispanic Heritage Month spotlight to a Texas-born brand built around Latin cocktails and culture.

What happened: - JAS launched at Central Market, joining Whole Foods Market and H-E-B on shelves across Texas. - The brand is now available in Houston, Austin, San Antonio and Dallas–Fort Worth through those retailers. - JAS sells three ready-to-drink mocktails: Paloma Libre, Mojito Fresco and Carajillo Tejas.

The details: - Each 8.4-ounce can reimagines a recognizable Latin cocktail with zero alcohol and one functional ingredient. - Paloma Libre blends grapefruit, lime, cardamom and warm spice, and includes 225 mg of KSM-66 ashwagandha. - Mojito Fresco combines lime, pineapple, coconut, mint, cacao and vanilla, and includes yerba mate. - Carajillo Tejas features Mexican coffee, toasted pecan and vanilla, is nitro-infused, and includes lion’s mane. - Paloma Libre has 50 calories. - Mojito Fresco has 50 calories and 2 grams of added sugar. - Carajillo Tejas has 60 calories and 100 mg of caffeine from coffee. - All three drinks are sold in 4-packs of 8.4-ounce cans. - The products are sweetened with organic raw cane sugar and organic blue agave syrup. - JAS is certified Go Texan. - The brand is also available at select hotels and restaurants, online at drinkjas.com, and through a store locator at drinkjas.com/pages/find-jas.

Between the lines: - JAS is positioning itself as more than a nonalcoholic beverage brand by tying flavor, function and Latin cocktail heritage together. - Founder Cecilia Rios Murrieta is using her background in agave spirits to differentiate the line from many premium alcohol-free options, which she says are mostly European. - The brand name, JAS, stands for Juntos A Saborear, or together we savor, which reinforces the social-drinking angle behind the product.

What's next: - JAS appears to be building toward broader Texas awareness through retail expansion, hotel and restaurant placements and direct online sales. - The company is likely to keep leaning on culturally rooted flavors and functional ingredients as it grows beyond its initial shelf set.

The bottom line: - JAS is turning a Latin cocktail concept into a statewide Texas retail play, with Central Market giving the brand another major channel to reach mindful drinkers.