Entrepreneur John Paul DeJoria’s rags-to-riches story truly exemplifies the American dream. As the co-creator of billion dollar brands like Patrón Tequila and Paul Mitchell hair care system, what is Dejoria’s secret to success? Watch below to find out:
“Let’s say America still works. You still have to work hard, you’ve got to work smart and more important, you need to have a great product,” DeJoria says. “We care about our products, we care about the people, and we give back. …Because we give back, a lot of good things come our way.”
Launched in 1989, Patrón now accounts for over 70 percent of sales in the ultra-premium tequila category. Last year, Patrón Tequila became the number one tequila in the world by volume.
“Even though our competitors make more bottles than we do … we only make the best,” he added. “More people are going to high-end premium tequilas like Patrón.”
genConnect was credentialed press at the 2012 Food & Wine Classic in Aspen, Colo., where we interviewed the top chefs, wine experts and culinary gurus from the event. For more of our video interviews and articles from the 30th Annual Food & Wine Classic, click here.
Follow us on: