John Paul DeJoria

speaker

1,722 appearances 2 recordings 1 series first heard Jul 2026 last heard 26 Aug

John Paul DeJoria’s voice in public audio — every appearance, attributed to the second.

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recordings per month · last 12 months

Recordings per month over the last 12 months — 2 in all, peaking in Aug 2026 with 1.

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And so our margins went down.

After about a year and a half, maybe two years, we went to Jim Beam and said, guys, you're only doing about 12,000 cases a year.

We think we could do one day 50,000 cases.

Cases, they were so sweet.

They said, guys, you're really nice people, but we're going to tell you the truth.

You have the best tequila in the world, but it's too expensive.

You're selling for $37.95.

Others are selling theirs for $5, $6.

Because we brought ultra premium tequila.

We're the ones that have been all premium tequila and marketed it.

So we said, Well, thank you very much.

We really appreciate it, but we're going to change distributors.

We were nice to one another.

Then we

took on Seagram's even a bigger distributor, right?

Yay, let's go together, right?

So we still had the other layer in there.

But after a couple of years, they got it up to between 60 and 70,000 cases.

And we thought that was good, but we knew we could do better than that.

We really did.

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