As the global thirst for premium tequila surges, Bandero Tequila is emerging as a frontrunner in the craft spirits market. Co-founded by John Paul DeJoria—the mastermind behind Patrón—Bandero is a celebration of tradition and authenticity, distilled in the heart of Jalisco, Mexico. Unlike many of its mass-produced counterparts, Bandero stays true to its roots by hand-harvesting 100% Blue Weber Agave, slow-roasting in traditional clay ovens, and maintaining a commitment to zero additives. With its distinctive brand identity and CRT certification, Bandero is not just another tequila; it's a statement of quality, sustainability, and refined craftsmanship. As it gains momentum across key markets in the U.S., Bandero is redefining what it means to experience true artisanal tequila.

In a conversation with Vice President of Bandero Tequila, Johanna DeJoria takes to USA Trade Tasting about the efforts Bandero takes in order to ensure that the product that hits the shelves is nothing short of premium quality.

How would you describe Bandero’s unique brand identity in a market flooded with tequila options?

Bandero Tequila embodies rustic luxury and the spirit of the modern-day caballero—blending old-world tequila craftsmanship with a refined, contemporary aesthetic. Proudly additive-free, our Blanco delivers a pure, uncompromised experience, while our award-winning Café Tequila offers a bold twist on tradition. Recognized as one of Mexico’s top tequilas, Bandero Tequila earned a Gold Medal at the prestigious Latin American Spirits Competition. Crafted with the passion and expertise of John Paul DeJoria, co-founder of Patrón Tequila, Bandero appeals to both legacy tequila drinkers and a new generation of connoisseurs by offering a smooth, additive-free spirit rooted in tradition.

What sets your production process or agave sourcing apart from other tequilas in the premium category?

We hand harvest our 100% Blue Weber Agave exclusively from the highlands of Los Altos, Jalisco—a region renowned for producing naturally sweet, fruity agave. Our small-batch production honors an ancient recipe, slow-roasting agave in traditional clay ovens for three days and re-distilling only the heart, the smoothest part of the tequila juice. Bandero is proudly additive-free, CRT-certified, and a zero-waste operation, ensuring authenticity in every sip. 

Could you walk us through your current expressions and what distinguishes each one?

Our core lineup includes:

• Bandero Blanco: Smooth and elegant, with notes of cooked agave, peppercorn, and toasted honey—a true sipping blanco.
• Bandero Café: A bold, rich blend of our Blanco with Mexican coffee concentrate and naturally sweetened with agave honey, revealing a beautifully balanced profile of baking spice, dark chocolate, and roasted coffee.

How does Bandero ensure consistent quality across batches—especially for discerning drinkers and on-premise buyers?

We partner closely with our distillery team to maintain strict quality control at every stage—from harvest to bottling. Our use of non-diffuser traditional methods, natural yeast fermentation, and filtration ensures consistency and clarity. Each batch undergoes sensory evaluation and quality checks to meet our standards for flavor, aroma, and finish.

Are there any upcoming limited releases or line extensions distributors should know about?

Yes—Bandero is currently developing reposado and añejo expressions. These innovations are designed to expand our footprint while staying true to our brand values of heritage and flavor integrity.

Are you currently running or planning any national campaigns, digital marketing efforts, or Point Of Sale activations?

Bandero is actively expanding its national footprint through a blend of digital marketing, on-premise activations, and strategic retail support. This spring, we launched a limited-time Cinco de Mayo campaign offering 20% off online orders with code CINCO20, supported by paid social media, influencer content, and branded digital assets. On the ground, we’re executing high- impact tasting programs across key markets, and distributing point-of-sale kits that include

branded case cards, glassware, and educational materials to support sell-through. We’ve released on-premise programs such as our La Bandera tray program and our Bandero frother program. Looking ahead, we’re continuing to build on this momentum with summer collaborations and experiential activations tied to live music, culinary events, and nightlife venues.

What is your current U.S. distribution footprint, and are there specific territories you're targeting for growth?

Bandero is currently distributed in California, Texas, Nevada, Colorado, New York, New Jersey, Illinois, and North Carolina. We are actively seeking growth partners in Florida, Tennessee, Arizona, Michigan, and Pennsylvania—markets where premium tequila consumption is rapidly rising.

How flexible and scalable is your supply chain to support new distribution deals?

Our supply chain is highly scalable. We maintain regular production runs and have warehousing on both sides of the country to support rapid fulfillment. With a responsive production team and streamlined logistics, we’re positioned to scale nationally without compromising quality.

Are there any collaborative projects or brand evolutions on the horizon that you're excited to share?

We’re currently developing a cross-promotional product bundle with Imperia Caviar, combining ultra-premium caviar and Bandero Blanco in a co-branded gift set. We're also preparing for our participation in Tales of the Cocktail 2025, including a “Meet the Distillers” activation and curated tasting events with media and trade.