Strokes guitarist alberthammondjr is making his Coachella vendor debut this year with JETWAY premium beverages. ✨
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At its core, it's the same. I just don't think I realized all the things that that nugget [of an idea] had. It was that idea of having a good night with something and then wanting to have that again, because it gave you something. So in that, it stayed similar. The flavors were pretty spot on. I grew up with these flavors. My parents had Japanese friends, and I grew up with Japanese foods from a very young age, so they were always there. And mom's from Argentina, hence the maté.
All that sugar just burns the palate, and it makes me feel like, “Oh, you don't know what something good is, so just take this.” JETWAY was always going to be marketed differently. We're a different brand. I feel like we came to fruition being more than a drink, and so the idea was what you pair [food] with it and becomes a part of your adventure, part of your memory. And I think the drink evokes that, and it's something you can have all day.
I personally just always think it's silly when they sell you booze as having something healthy in it, because if you want to be healthy, just drink water. But there's a fine line. You want it to sit in a place that feels modern and friendly. Like hard kombucha, it's got probiotics but that's probably being murdered by the alcohol. But I bet you natural probiotics would be better to regulate your intestines over booze.
When you pour it from a tap, it gets a head, like a beer, which is really unique and cool to me since it's a wine, and it confuses the brain. And, to be honest, the high from it is really nice. All alcohols have different highs. And I feel the mixture of ingredients and the high from it is a very pleasant one.I don't do anything pre-show. I feel like I've figured out some balance in my life, and that's one of them, where the show is the show.
Enter JETWAY, the culmination of Hammond Jr.’s passion, partnership with now COO and winemaker Ben Parsons, and many years of trial and error. It’s paid off: launched earlier this year, the brand offers two ultra-premium canned wine seltzers: a rosé infused with white peach, fijian ginger, yerba mate, and orange peel; and a white infused with yuzu, fijian ginger, yerba mate, and elderflower.
JETWAY was always going to be marketed differently. We're a different brand. I feel like we came to fruition being more than a drink, and so the idea was what you pair [food] with it and becomes a part of your adventure, part of your memory. And I think the drink evokes that, and it's something you can have all day.