When John Paul DeJoria first started selling tequila, he knew plenty about business — but "nothing whatsoever" about the liquor industry, he says.
He was convinced he had a product superior to anything else on the market, and he knew he could sell it.
Today, Patrón is one of the top-selling tequila brands in the world, selling roughly 3 million cases each year.
Forbes currently estimates his net worth at roughly $3 billion.
We knew nothing about the business, but we knew it was the best tequila in the world.
Persons:
John Paul DeJoria, He'd, DeJoria —, —, hairstylist Paul Mitchell, John Paul Mitchell, DeJoria's, Martin Crowley, DeJoria, Francisco Alcaraz, Clint Eastwood
Organizations:
CNBC, John Paul Mitchell Systems, Bacardi Limited, Forbes
Locations:
Mexico, Mexican, Los Angeles, Patrón