Justin Meigs, CEO of Waterloo Gin, provided an exclusive look into the brand's ambitious national expansion, innovative product strategy, and commitment to its Texas roots, all powered by the backing of spirits icon John Paul DeJoria (Patrón Tequila founder).

Waterloo Gin is positioned for massive national growth, targeting entry into 20 states by year-end. Meigs revealed that the strategic expansion is heavily influenced by the Patrón Tequila playbook.

The primary lesson from Patrón is scaling distribution without compromising the handcrafted quality and premium positioning of the spirit. The focus remains on maintaining the unique, local essence of the brand even as it expands.

Waterloo has successfully carved out a niche with its "New American Style" Gin, specifically the flagship Waterloo No. 9.

The unique identity comes from bold, regionally-inspired Texas botanicals, including pecan and lavender.

Meigs emphasizes balancing the recognizable juniper profile (essential for gin classification) with these non-traditional flavors, making it highly approachable and modern—a key strategy for overcoming gin's traditional perceptions in the American market.

The Waterloo Barrel-Aged Gin is a crucial strategic tool. Aged for two years in a manner similar to bourbon, it bridges the gap between categories.

It is explicitly designed to convert skeptical whiskey enthusiasts into gin drinkers by offering familiar barrel notes and a rich, smooth profile.

Meigs recommends using the barrel-aged expression as a direct substitution for bourbon in classic cocktails, such as a Gingerbread Old Fashioned or a barrel-aged Negroni, due to its deep complexity.

Waterloo's new Prickly Pear & Rose Gin taps directly into the trend for visual appeal and novelty among consumers.

Its vibrant, naturally rosy-pink color and floral profile are critical for attracting younger, trend-focused consumers seeking aesthetic cocktails and flavor innovation.

This expression is key to the long-term strategy of flavoring beyond the core products while maintaining natural ingredients.

Despite nationwide distribution and a current brand refresh, Texas Authenticity remains core to Waterloo Gin's DNA.

The brand ensures its vital sense of place through the use of limestone-filtered spring water and locally inspired botanicals sourced from the Texas Hill Country.

Packaging and marketing efforts will continue to lean into the rugged, handcrafted, and welcoming spirit of Texas.

Waterloo leverages the short holiday buying window with focused direct-to-consumer (DTC) strategies.

The brand promotes unique seasonal cocktail suggestions—like the Cranberry Gin Fizz—to drive immediate gifting and entertaining sales and create deeper consumer engagement through recipe inspiration.

To overcome consumer reservations about gin being "too juniper-forward," the sales team uses two effective talking points:

Positioning Waterloo as a highly versatile spirit ideal for a wide range of modern and classic cocktails.

Highlighting the smooth, approachable, and non-traditional flavor profile driven by the Texas botanicals.

Web: https://www.waterloogin.com

About Waterloo Gin: Discover Waterloo Gin, a spirit born from the desire to create a gin that is both sophisticated and deeply rooted in its Texas place. Unlike traditional London Dry gins with their sharp, juniper-heavy profile, Waterloo set out to craft a superior New American Style Gin.

Defining Our Profile

Waterloo Gin offers a unique flavor experience that challenges conventional gin perceptions:

Profile: Balanced and floral, yet distinctly structured.

Taste:...