Local Entrepreneur Launches Jayded AF Cocktails
Step inside Princeton’s Liquors in Maple Grove and you’ll be bombarded with options.
“There’s a lot of choice, that goes without saying,” said Alexa Fitzpatrick.
Some of the labels in the liquor store are borderline inappropriate, but there’s only one that’s “Jayded AF.”
“Jayded AF is pretty selective AF,” said Fitzpatrick, the Minnetonka-based founder and CEO of Jayded AF. “We are targeting men and women professionals between 28 and 50.”
Jayded AF is a line of ready-to-serve gin-based martinis that come in three flavors: lemon drop, lavender and cucumber. The name Jayded AF came from Jayde, Alexa’s middle name; the AF stands for Alexa Fitzpatrick.
The product launched two months ago, but getting to this point has been a surreal two-year journey for Fitzpatrick.
“My career was in health care, and I was steering my team through the pandemic,” she said. “We did so relatively successfully, considering the context; and then in October of 2020 I had a stroke. Actually, a series of strokes.”
Thankfully she made a full recovery, but during her time away from work, she decided to change careers and enter the world of libations.
“It was a risk, and what made it even riskier is this is 100 percent mine,” Fitzpatrick said. “So I funded it 100 percent, I ended up liquidating my entire 401(k).”
That money paid for everything from product development to bottling to distribution, and eventually, Jayded AF made it to the shelves at Princeton’s Liquors.
“We’re a local company. Local is kind of how I’m driven,” said Bill Princeton, the store manager.
Princeton says he puts an emphasis on helping Minnesota-based products.
“Anytime I can support anyone, whether it’s hyper-local or just local, that’s a big thing to me,” Princeton said. “Always has been.”
As for Fitzpatrick, the hope is to one day have Jayded AF martinis in liquor stores, hotels, stadiums and concert venues all across the state.
And while there’s certainly a lot of competition, she’s confident the product speaks for itself.
“From all the feedback I’ve received, we’ve definitely hit our target,” Fitzpatrick said.
For a list of where you can buy Jayded AF products, you can check out the company website.