John Paul DeJoria, the founder of Patrón Tequila, has acquired US-based Waterloo Gin for an undisclosed sum.
Founded by Daniel Barnes in 2009 and developed by Treaty Oak Distilling in Dripping Springs, near Austin, Waterloo is the first gin to be distilled in the state of Texas.
On his investment, DeJoria said: “Waterloo is an extraordinarily high-quality, innovative and world-class spirit, a gin I’m certain that people will enjoy.
“I’m very honoured for the opportunity to help grow this incredible brand, and share Waterloo Gin with more bartenders, retailers, and consumers all across the country.”
The brand has two expressions in its portfolio: the flagship No.9 Gin, and Waterloo Antique Gin.
No.9 is distilled with nine local botanicals in the ‘new American’ style, which emphasises a broader range of botanicals beyond juniper, while Antique spends two years in first-fill medium-char American white oak barrels and has ‘rich wood flavours’ from its maturation in the hot Texan climate.
Both expressions are naturally 100% gluten, carb, and additive free. The recipes, production process and names will not change with DeJoria’s ownership, however packaging and imagery will undergo a ‘comprehensive’ refresh. There will also be expanded national distribution.
The brand is currently available through Republic National Distributing Company in Texas and Breakthru Beverage in Florida, and online for other states.
In its new era, Waterloo will be led by CEO Justin Meigs, who previously worked on Empress Gin’s executive team.
On handing over the brand to DeJoria and his team, Barnes said: “Their deep industry experience and passion for cultivating and growing brands gives me great confidence that Waterloo Gin will continue to flourish and reach new consumers everywhere.”
DeJoria founded Patrón in 1989 and sold it to Barcadi in 2018 in a deal that valued the brand at US$5.1 billion.
In his other spirits moves this year, DeJoria created a venture called Round 2 Spirits and unveiled its first product, Weber Ranch 1902 Vodka, crafted from Mexican Blue Weber agave.
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Author: Rupert Hohwieler
