John Paul DeJoria
speaker
132 appearances
1 recordings
1 series
first heard Jan 2018
last heard Jan 2018
John Paul DeJoria’s voice in public audio — every appearance, attributed to the second.
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Appearances
Good question, JR.
We knew that we had...
The finest product available, whether it was Paul Mitchell, whether it's Patron, I've always gone for make sure your product is so good you are not in the selling business.
You're in the reorder business.
$700 and a love of hairdressers.
So anyways, with Patron, we started it, by the way, maintained it the old-fashioned way.
We started by going door-to-door, bar-to-bar, because it was a very high-end tequila.
We were the first to ever introduce ultra-premium tequila, where the average one when we introduced in 1989, I think it was around $5 for the average bottle of tequila.
The really good ones were like $14, $15.
We had to start at $37.95 a bottle then.
And very few people wanted to touch it until they drank it.
So we had to go around and sample a whole lot of people.
And you talk about ups and downs.
We had one distributor, a pretty good-sized one.
We went from a wine distributor who only did a couple thousand cases to one of the great big ones for the United States.
And we said, well, guys, you should be doing 15, 20, 30,000 cases a year.
They said, no, no, no, guys, hold on.
You have the best tequila.
There's no question about that.
But it's too expensive.
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