Behind the Brand
Craftmix was launched by former bartender Jake Tannenbaum in 2020. A lifelong entrepreneur, JT started his first LLC as a middle schooler, creating an online forum and marketplace for streetwear. As he got older, JT dabbled in several different entrepreneurial ventures but constantly found himself running into issues related to cocktails. For instance, he noticed that there weren’t many options for cocktails on planes, he once ran out of cocktail ingredients during a Cinco De Mayo party that he hosted, and he got tired of making his friends cocktails using their undrinkable ingredients. Over time, JT began to realize just how much of a hassle it was to make cocktails, with all the equipment, time, and labor required to do so. He started thinking of a way he could simplify the experience.
JT set out to create a convenient mix that people could easily add to alcohol for a craft-tasting cocktail. He ordered various ingredients from different flavoring companies, and with the help of his roommates and friends, he spent over six months testing different flavor combinations and recipes. Needless to say, there were a lot of drunken nights involved. JT then found a manufacturer that could accommodate his needs as a small business and launched a Kickstarter campaign, ultimately raising $15,000 to begin to launch Craftmix. Fast forward to today, Craftmix has solved a huge pain point for cocktail lovers all over the world, enabling them to become their own bartenders and enjoy delicious cocktails anytime and anywhere!