Lance Avery Morgan
High Spirits, Higher Standards Is Why Avenue 8 Is The New Toast Of Texas
Photography courtesy of Tiffany Jones/Avenue 8 Premium Cocktails
In the bustling heart of Dallas, where the spirit of entrepreneurship meets the refinement of Texan taste, Tiffany Jones reigns supreme. As the visionary founder of Avenue 8 Premium Cocktails, she didn’t just shake up the local spirits scene—she distilled it down to its most sophisticated essence, one smooth sip at a time.
Picture this: a woman with a penchant for precision and a nose for nuance, Jones didn’t settle for the ordinary when she could craft the extraordinary. Avenue 8 isn’t just a distillery; it’s a liquid ode to Dallas itself—a city where tradition meets innovation, and every sip tells a story as bold as the towering skyline that inspired it.
With a blend of Southern charm and cosmopolitan flair, Jones has bottled up more than just spirits; she’s crafted an experience that Dallasites crave—a taste of luxury distilled to perfection, with a dash of Texas soul and a twist of entrepreneurial zest.
So, grab a glass, raise it high, and join us on a journey through the spirited saga of Tiffany Jones and Avenue 8 Premium Cocktails, where every pour is a testament to passion, perseverance, and the pursuit of perfection in every drop, according to our entrepreneurial culture maven Lance Avery Morgan, who recently caught with the dynamo to learn more about the secrets to her success.
Tell us about that lightbulb moment during your daughter’s college parents’ weekend that sparked the idea for Avenue 8 Premium Cocktails. How did that experience shape your entrepreneurial journey?
Tiffany Jones: After eight years of being served low-grade canned cocktails, I just kept thinking, “Why hasn’t anyone made something better?” I loved the convenience factor of a cocktail in a can, but I didn’t want to compromise on quality. That curiosity led me to dig deeper into the category, and what I discovered was disappointing; thus, Avenue 8 was born.
You’ve mentioned the stark gender disparity in the alcohol industry. How has being a female entrepreneur influenced your approach to disrupting the RTD cocktail market with Avenue 8?
Tiffany Jones: Creating Avenue 8 was about raising the bar with taste, transparency, and intention. When I discovered that only 8% of the workforce in the alcohol industry is made up of women, we chose to only hire women where we could in the process. Due to the fact that men have 30% fewer taste buds and process carbonation differently, it was essential that our formulation and tasting teams be entirely made up of women. As a female founder, I knew we could do better. Women aren’t just a silent part of this market; they drive 70% of the purchases, and it’s time the industry caught up.
It seems to me that Avenue 8 prides itself on delivering great taste without compromising on ingredient transparency. How did you ensure your products stand out in an industry dominated by conglomerates?
Tiffany Jones: We knew from the beginning that we weren’t just entering a crowded space — we were challenging it. The RTD category is dominated by conglomerates built on mass production, artificial ingredients, and formulas that prioritize margins over quality. There is a reason most of the brands do not disclose their ingredient panel – we wanted no part of that.
With Avenue 8, we started with a simple but bold standard: real spirits, organic ingredients that you can actually pronounce, zero added sugars or artificial sweeteners. We wanted what goes into our drinks to be as important as the person drinking it. When you start with quality ingredients, it isn’t difficult to tell the truth, so transparency wasn’t a trend for us — it was the foundation. Every element — from what’s inside the can to how it’s presented — was designed to disrupt the norm. That’s how we have tried to stand out in this space: by refusing to compromise on what matters. But it’s not just about standing out — it’s about setting a new standard for the industry and bringing the modern consumer what they are demanding.
Starting a new venture comes with its challenges. What have been the most unexpected hurdles you’ve faced in bringing Avenue 8 to market, and how did you overcome them?
Tiffany Jones: Every day in a male-dominated industry is a challenge. However, an even larger challenge is that the three-tiered system set up by the government is broken. For background, Originally passed in 1933, the three-tier system was created after Prohibition to prevent monopolies and control alcohol flow. (Producers → Distributors → Retailers) which has, in fact —created just the opposite.
Distributors prioritize volume and margin, not uniqueness or quality. If you’re not already moving massive cases, you’re often invisible. But how can you do that if no one will give you the opportunity? Hence, every day is an uphill battle for Avenue 8—but I love fighting this fight.
With Avenue 8, you’re tapping into evolving consumer preferences for convenience and quality. How do you predict the RTD cocktail market will evolve in the next five years, and how is Avenue 8 positioned to lead?
Tiffany Jones: The RTD cocktail market is here to stay, and according to industry research, it will continue to grow at a great pace over the next five years. However, many legacy brands are stuck in the old ways—telling the consumer what they need, instead of listening to what they want. Our research shows that the consumer is trying to demand more. They are looking for a brand they can believe in—brands that align with their behavior, beliefs, and lifestyles. They are looking for transparency, purpose, and real meaning, which is exactly what Avenue 8 was created to deliver. We listened to the consumer before we even started, included them throughout the development, and believe we’ve landed at the exact intersection of convenience, sophistication, and quality that they have been asking for. We are incredibly proud of the product we are bringing to the market.
Your brand exudes creativity, from the product design to marketing. How do you nurture creativity within your team, and what role does innovation play in Avenue 8’s ongoing success?
Tiffany Jones: Thank you! Avenue 8 was never just about launching a cocktail—it was about building a brand that reflects the women who inspire it. It was about speaking to a more sophisticated consumer and not the consumer who has historically bought the low-grade party drinks. From day one, we approached it through a different lens. We intentionally brought in women outside the traditional alcohol space to lead the branding and packaging process…we wanted fresh eyes, creative instincts, and a lifestyle-driven point of view.
We set out to make something that was not only clean and high-quality, but visually stunning—a product that felt as elevated as the women drinking it. The result is a brand that stands apart in both sophistication and quality and proudly breaks from the mold of what’s typically seen on the shelf. Emphasizing this, Avenue 8 just won DOUBLE GOLD at the San Francisco World Spirits Competition (one of the oldest and most respected spirits competitions globally) for the Blood Orange Paloma flavor and also won a Silver Medal for its packaging at the American Craft Spirit Awards.
Diversity and inclusion are hot topics in every industry today. How does Avenue 8 embody these values, both internally with your team and externally with your customers?
Tiffany Jones: Avenue 8 was born from the need that there wasn’t a drink that catered to the sophisticated, elevated woman. With that in mind, we created the product and utilized women-led teams every step of the way— branding, flavorists, and formulaists.
For those looking to follow in your footsteps, what advice would you give to aspiring entrepreneurs who are aiming to disrupt established industries like you have with Avenue 8?
Tiffany Jones: Don’t wait to have it all figured out before you commit to start. Jump in and figure it out as you go.
The best career advice I’ve received is…
Tiffany Jones: The best career advice came from my dad. I come from an old-school family with two daughters, and he always said, “Women should have business degrees.”
At the time, I thought he was crazy—I was the creative daughter. I earned a degree in advertising and launched my career in New York City, first on Wall Street and then in fashion. It didn’t take long, though, for me to realize he was right. So, I went back to school and got my MBA.
Three qualities that got me where I am today are…
Tiffany Jones: Curiosity, Stubbornness. And being a Scorpio.
Toughest career decision I ever made is…
Tiffany Jones: Choosing to enter an old school, male-dominated, conglomerate-heavy industry that does not want any new entrants, much less from women. And has every possible barrier set to make sure you fail. Despite it being a rollercoaster every single day, I couldn’t love it more.
What is influencing me creatively right now is…
Tiffany Jones: Anything that is showing a sense of sophistication or creates a moment of beauty….for example, someone who has taken the time to put a thoughtful outfit together or arranged a beautiful flower arrangement or tablescape.
How I made my first dollar…
Tiffany Jones: Working in a clothing store in West Texas when I was 15.
First music I bought was…
Tiffany Jones: Madonna’s first album (Yikes, I am old…don’t tell anybody!)
Whenever I hear a Yacht Rock song, I immediately…
Tiffany Jones: Think of junior high and high school.
Last thing I binge/marathon watched…
Tiffany Jones: Formula 1: Drive to Survive on Netflix… I love it.
Book that left a lasting impression on me…
Tiffany Jones: There are two by the same author that I think are masterful works for women…. “The Most Powerful Woman in the Room is You” and “Claim Your Confidence” by Lydia Fenet. Lydia has a gift with her writing /storytelling, and I think the titles tell you all you need to know. It’ a 10/10 and should be required reading for all girls over 18.
On that note, my favorite fiction (non-literary) character is…
Tiffany Jones: Olivia Pope.
My real-life hero has got to be…
Tiffany Jones: This is the easiest question for me. After being on the boards of several domestic violence agencies for the past 25 years, my real-life heroes are the women who find the courage within a horrific personal situation to leave— many times risking their lives—to decide they are worthy of being treated better.
If I lived in a foreign city, it would be…
Tiffany Jones: London. We lived there with my husband and two daughters for three and a half years, and we would all go back in a minute.
What everyone should try in their lifetime is…
Tiffany Jones: While I am wildly afraid of heights (and it took me 20 minutes to get up off the floor of the basket), taking a hot air balloon ride was utterly magical.
If I could compete in an Olympic sport, or create one, it would be…
Tiffany Jones: Tennis. I love the manners and sophistication of the sport.
If I weren’t doing what I do I would be a…
Tiffany Jones: What I am doing now literally found me, and I could not love it more.
My hidden love that most people might not guess is…
Tiffany Jones: I love sports. Formula 1, hockey, and college football are my favorites…but nothing beats a good competitive March Madness bracket in the family text.
If I had a superpower, I’d want it to be…
Tiffany Jones: I don’t know about a superpower per se, but a superpower dream is to have Avenue 8 be so successful that on any given Tuesday, I could write large checks to any and every domestic violence agency or trafficking agency in the country to help them save women in horrible situations.
A simple way to get people to laugh is easy. Just…
Tiffany Jones: I wish I knew the answer to this because I think laughing is so important and such a stress reliever, and I love when it spontaneously happens. One of my girls has the driest wit and is hysterically funny without even trying. I did not get that gift, but I love having friends who do.
A phrase I might overuse would be…
Tiffany Jones: 100% (I say this all the time when I agree with someone).
My motto? Easy. It is…
Tiffany Jones: Varies by circumstance:
- Related to Avenue 8: Play Nice. Sip Chic.
- Related to style: Buy the good shoes. They speak volumes.
- Related to life: There is no such thing as too well-dressed or too well-mannered…and always write a thank you note.
Favorite scent these days is (because)…
Tiffany Jones: Perfume wise: Maison Francis Kurkdjian Paris #724. I feel like it is modern and sophisticated without being overpowering. A quiet luxury scent.
For a home scent, there is nothing better than the Diptyque Paris candle…it gets released once a year on a limited basis, and I have everyone in my family ordering the maximum amount.
My style icon is…
Tiffany Jones: Audrey Hepburn.
My personal style signifier is…
Tiffany Jones: High-heeled shoes.
The classic designer I wish was still designing today would be…
Tiffany Jones: The literal Christian Dior.
The last meal that truly impressed me was…
Tiffany Jones: Any time someone cooks for me, it is impressive, as that was not a skill set that I received. I am terrible in the kitchen.
In my fridge, you will always find…
Tiffany Jones: Avenue 8, of course…but also Diet Coke, good champagne & cheese.
My perfect day would end…
Tiffany Jones: In a bubble bath scrolling TikTok…an added bonus would be if my girls are home and under my roof.
The title of my autobiography will likely be…
Tiffany Jones: She Saved Herself…and Anne Hathaway would play a younger version of me.
