John Paul DeJoria, founder of Patrón Tequila, acquires Texas-based Waterloo Gin, aiming for a brand refresh and national distribution expansion by early next year.
Billionaire John Paul DeJoria Acquires Waterloo Gin, Plans National Expansion
Introduction
Billionaire entrepreneur John Paul DeJoria, known for founding Patrón Tequila and the Paul Mitchell hair care line, is making waves in the spirits industry once again with his acquisition of Waterloo Gin. Waterloo, the first gin to be distilled in Texas, has garnered attention for its innovative approach to crafting premium spirits. With DeJoria’s extensive experience and industry connections, the acquisition is set to propel Waterloo Gin into the national spotlight. This move aligns with the trend of wealthy business executives succeeding in the alcohol market by acquiring existing brands and expanding their reach.
Waterloo Gin: Texas’ First Distilled Gin
Waterloo Gin was founded in 2009 and quickly established itself as a standout brand in the craft spirits space. Known for its flagship product, No. 9 Gin, which infuses fruits and botanicals, the brand offers a unique take on gin, traditionally associated with Europe. In addition to its flagship gin, Waterloo also produces Antique Gin, which is aged for two years in white oak barrels to create a rich, woody flavor profile.
The brand has been praised for its innovative distillation process and commitment to producing high-quality spirits. Despite its success, Waterloo’s reach has been limited to select retailers in Texas and Florida, as well as online sales. However, with DeJoria’s acquisition, the brand is poised for significant growth.
DeJoria’s Vision for Waterloo Gin
John Paul DeJoria’s decision to purchase Waterloo Gin reflects his ongoing passion for the spirits industry and his belief in the brand’s potential. In a statement, DeJoria expressed his excitement for the future of Waterloo, stating, “Waterloo is an extraordinarily high-quality, innovative and world-class spirit, a gin I’m certain that people will enjoy. I’m very honored for the opportunity to help grow this incredible brand, and share Waterloo Gin with more bartenders, retailers, and consumers all across the country.”
DeJoria’s track record of turning niche brands into household names, such as with Patrón Tequila, positions him as an ideal leader to elevate Waterloo Gin to new heights. His experience in building brands from obscurity into prominence will be a valuable asset as Waterloo looks to expand its footprint both in the U.S. and internationally.
Plans for National Expansion and Brand Refresh
While Waterloo’s production process will remain unchanged, the brand will undergo a refresh as part of its expansion strategy. According to the press release, Waterloo Gin will expand its distribution footprint nationally in early 2025, bringing its distinctive gins to a wider audience of bartenders, retailers, and consumers.
This national expansion will introduce Waterloo to new markets, building on the momentum that premium gin has gained in recent years. In 2023, premium gin outpaced growth in categories like whiskey, vodka, and rum, with U.S. consumers increasingly seeking out high-quality, craft spirits. Popular premium brands such as Bombay Sapphire, Hendrick’s, and Brockmans have led the charge, and Waterloo is well-positioned to capture this growing consumer interest.
With the backing of DeJoria, Waterloo Gin aims to join the ranks of these prestigious brands and become a key player in the premium gin market.
Leadership and Expertise: Justin Meigs to Lead Waterloo
Waterloo Gin’s expansion will be guided by newly appointed CEO Justin Meigs, an industry veteran with a proven track record in the spirits space. Meigs previously worked as a sales executive at Empress Gin, a popular craft gin made with elderflower. His experience and expertise in the premium gin market will be instrumental in driving Waterloo’s growth and ensuring its successful expansion into new territories.
Meigs’ leadership, combined with DeJoria’s backing, sets the stage for Waterloo Gin to thrive in the competitive spirits industry. The brand’s focus on innovation and quality, coupled with a strong leadership team, positions it to capitalize on the growing demand for premium gin.
Gin’s Growing Prominence in the U.S. Market
While gin has long been associated with Europe, it is now gaining significant traction in the U.S. as consumers seek out premium and craft spirits. This shift has been driven by a growing desire for “escapist” spirits that offer unique flavors and high-quality ingredients. Waterloo Gin, with its distinct blend of botanicals and Texas roots, fits perfectly into this trend.
According to Nielsen data cited by The Spirits Business, premium gin experienced faster growth in 2023 than whiskey, vodka, and rum. This surge in popularity has been led by premium brands that emphasize craftsmanship and innovation—qualities that are at the heart of Waterloo Gin’s offerings.
The acquisition by DeJoria is timely, as the U.S. gin market is primed for continued growth. Waterloo’s focus on quality and its Texas heritage give it a unique position in the market, appealing to both gin enthusiasts and newcomers to the category.
Conclusion
John Paul DeJoria’s acquisition of Waterloo Gin marks an exciting new chapter for the Texas-based gin brand. With DeJoria’s industry expertise and commitment to growing the brand, Waterloo is set to undergo a brand refresh and expand its national distribution footprint in early 2025. Under the leadership of CEO Justin Meigs, Waterloo Gin will leverage its innovative spirit and premium quality to capture a larger share of the growing U.S. gin market.
As consumers continue to seek out high-quality, craft spirits, Waterloo Gin is poised to become a major player in the premium gin space. With its unique blend of botanicals, innovative production process, and the backing of a billionaire industry veteran, Waterloo Gin is ready to take on the competition and make its mark on the national stage.