Our Story

In the wake of my unexpected loss in 2020, when my vibrant 40-year-old brother’s life was tragically cut short, it ignited a profound desire within me to pay homage to his memory and to finally embark on a journey that had long been simmering in my heart. As a seasoned retail executive, I had yearned to start a product business of my own, yet the elusive idea remained out of reach.

My brother, JT Coves, was a larger-than-life figure (and the namesake of this brand), with an insatiable passion for discovering new and unique flavored drinks, a passion that had its roots in our childhood road trips. He was deeply connected to our local bar and restaurant community. It was as if the stars aligned when I decided to create a drink in his honor.

Driven by a deep sense of purpose, I channeled my expertise into crafting a beverage that embodies love, remembrance, and the commitment to making a positive impact, while ensuring that my brother’s legacy lives on through every sip.