Issue link: http://digital.copcomm.com/i/23459
january-February 2011 Patrón Saint John Paul DeJoria is Not Only the Man Behind the Tequila Brand, But a True Philanthropist Agave leads to agape: John Paul DeJoria is Chairman of Patrón Spirits Company and co-founder of hair care company John Paul Mitchell Systems. His business card reads “Super Proud Owner” [of Patrón Spirits Company]. John Paul DeJoria, featured as No. 66 in Forbes magazine’s October 2010 list of “Richest People in America,” with a net worth of $4.2 billion, is more likely to be worth his soul’s weight in gold. He has given back millions of dollars to a wide variety of meaning- ful causes. In 1979, he and his friend Paul Mitchell, who was a hairdresser, decided to combine their skills and launch their own hair care product company. In 1980, they began the business with $700, some of which DeJoria borrowed from his mother. After starting his business, DeJoria lived in his car for several weeks and spent only $2.50 a day on food. He had no money for advertising and had to rely on himself to promote products he believed were the best available. It was in 1989 that he and the late Martin Crowley came up with the idea to launch a hand-crafted tequila. Now, the ubiquitous brand, along with its portfolio mates—Patrón Citrónge orange liqueur, Patrón XO Café, Gran Patrón Platinum, Gran Patrón Burdeos, Pyrat Rums and Ultimat Vodka—is globally recognized and Patrón is the No.1 ultra-premium tequila brand. ➤