Round 2 Spirits: Industry Titans Reunite to Revolutionize Artisanal Spirits
John Paul DeJoria is gearing up for an impressive venture at Round 2 Spirits, joined by a cadre of industry luminaries. Ed Brown, renowned for his two-decade leadership at Patrón Spirits, teams up with Lee Applbaum, the marketing maestro behind Patrón Tequila and Grey Goose Vodka. Brad Vassar, with his 15-year tenure as COO of Southern Glazer’s Wine and Spirits, and Dave Wilson, former president international and COO at Patrón Spirits, complete this formidable lineup.
Roles Defined for Impact
In this venture, DeJoria steps in as a partner, Brown takes the helm as chairman and CEO, and Applbaum serves as president and COO. Vassar will shape the commercial strategy as chief commercial officer, while Wilson will steer long-term planning as chief strategy officer.
Reflecting on their shared past, DeJoria remarked, “We had an extraordinary journey at Patrón. Under Ed Brown’s leadership, we assembled a top-tier team and propelled Patrón into the annals of the beverage alcohol industry as a trailblazing spirit.” He continued, “Our bond grew beyond work; we became trusted friends. The chance to collaborate once more was an opportunity we couldn’t resist.”
Joining Forces with a Vision
The team is joined by Antonio Rodriguez, previously the production director at Patrón Tequila in Mexico. “In addition to our founding partners, we’ve united a group of the finest industry experts, all driven by a passion for crafting exceptional, world-class artisanal spirits,” stated Applbaum.
The Mission
“Our aim is to harness our vast collective experience to pinpoint scalable consumer opportunities in the market. We’re scanning trends across the spirits landscape to conceive and cultivate brands that ignite consumer imagination, forging unforgettable, communal experiences.”
Anticipating the First Launch
Round 2 Spirits is poised to introduce its inaugural product later this year. The company has recently acquired and enhanced a craft distillery, laying the groundwork for its ambitious expansion.
