John Paul Dejoria, the co-founder of Patrón has returned to the Tequila category, taking a role with Rokit Drinks’ Bandero brand.
Dejoria, who co-founded Patrón with Martin Crowley in 1989, set up Rokit five years ago with Jonathan Kendrick. The business has since built up a multi-category beverage alcohol portfolio, which includes German beer ABK and Bandero.
Late last month came news that Dejoria along with two of his daughter, Alexis and Michaeline, have “joined the Bandero Tequila team”. Speaking to Global Drinks Intel today, a spokesperson for the brand said the three are now “partners in Bandero Tequila with Jonathan Kendrick”. More specific details were not disclosed.
Patrón is now owned by Bacardi, which initially acquired a minority holding in 2008. Crowley passed away in 2003, leaving Dejoria in control before he sold the remaining 70% to Bacardi just over five years ago. The transaction valued Patrón at around US$5.1bn at the time.
Rokit launched Bandero with a blanco expression in 2018 and has since added the Café coffee liqueur extension.
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