A New Chapter in the Spirits Industry: John Paul DeJoria Ventures into Gin with Waterloo
After the successful sale of Patrón Tequila for $5.1 billion, billionaire John Paul DeJoria is making a comeback in the alcohol industry, this time with a focus on gin.
DeJoria, renowned for founding Paul Mitchell hair care, has set his sights on expanding Waterloo Gin, a premium Texas-based spirits brand that he acquired in 2024. The brand is gearing up for a rapid national expansion, aiming to enter over 20 states by the first quarter of 2026 and achieve nationwide presence by the year’s end.
“It’s an ambitious target, but we believe in the strength of our brand, the support we have, and the expertise of our leadership team to propel us to success quickly,” stated Bob MacNevin, Waterloo’s chief sales officer.
Despite a dip in alcohol consumption in the U.S., there are opportunities in the super-premium spirits sector. The premium gin market is projected to grow by 3% from 2023 to 2028, according to IWSR. Additionally, super-premium and ultra-premium options are forecasted to see a 10% and 12% increase, respectively.
Gin is experiencing a resurgence in popularity, particularly in the realm of cocktails like negronis. MacNevin highlighted that gin was the only major spirit in the U.S. to witness growth in on-premise consumption last year, surpassing tequila, whiskey, and vodka.
Waterloo is capitalizing on trends by targeting younger consumers with its boutique gin brands and unique flavors. The brand recently underwent a packaging revamp and introduced a new Prickly Pear & Rose flavor.
“Millennials and Gen Z are choosing quality over quantity when it comes to their drinking habits, and we’re aligning with that preference,” noted MacNevin.
Setting itself apart from European gin producers, Waterloo emphasizes botanicals in its gin varieties. Instead of juniper berry, the brand leans into floral and citrus notes like Texas grapefruit and Texas lavender.
Waterloo’s innovation in the gin category is evident through its diverse offerings, including a standard gin and a barrel-aged gin aged for two years in American white oak barrels for a complex herbal profile.
As Waterloo expands its reach, it aims to redefine consumers’ perception of gin, moving away from the traditional notions of the spirit being associated with outdated cocktails or strong ethanol flavors.
“The younger generation entering the gin scene today has no idea of the gin of the past,” MacNevin remarked. “We’re changing the game with our unique offerings like prickly pear and rose or our barrel-aged products.”