Marketing Strategies for Ultra-Premium Tequila

John Paul DeJoria — From Homelessness to Building Paul Mitchell and Patrón Tequila | Brought to you by eero and LinkedIn Marketing Solutions

"Don't limit yourself in life by your age, or what you think you're capable of doing. You're always as old as your mind leads you to believe." — John Paul DeJoria

John Paul DeJoria is an American entrepreneur and philanthropist who has launched multiple global enterprises and is renowned as one of the “100 Greatest Living Business Minds” by Forbes.

John Paul DeJoria’s rags-to-riches biography is incredible and truly exemplifies the American dream. Once homeless, he has struggled against the odds to craft a unique life and many unique businesses.

In 1980, John Paul and hair stylist Paul Mitchell converted a partially borrowed $700 into 

John Paul Mitchell Systems, which is today the largest privately held salon hair care line. In 1989, he co-founded Patrón, the first ultra-premium tequila, and now the world’s number-one ultra-premium tequila, which he sold to Bacardi in 2018. John Paul went on to co-found John Paul Pet, ROKiT, and many other enterprises. 

He has signed The Giving Pledge, along with others like Bill Gates and Warren Buffet, as a formal promise to continue giving back, and he has also established JP’s Peace, Love & Happiness Foundation as a hub for his charitable investments, which span the core values of his companies: sustainability, social responsibility, and animal-friendliness.

This episode was recorded in March of 2020. Due to technical issues, we moved from Skype to phone partway through the interview.

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