Waterloo Gin rolls out redesign as it expands in US
The updated packaging for Texas-based Waterloo Gin comes seven months after the brand was acquired by Patrón Tequila founder John Paul DeJoria.
The new packaging was designed to evoke the beauty of Austin, Texas and the charm of the surrounding Hill Country.
The updated wood cork-topped bottled features a taller design, while the new label is subtly adorned with images of some of the nine local fruits and botanicals used to distill the gin.
“Waterloo Gin is the liquid embodiment of grace – simple, refined, and elegant,” CEO Justin Meigs said. “Now, with our detailed new redesign, our package truly matches the quality, sophistication, and craftsmanship of the liquid inside the bottle, while honouring the legacy and proud history of our origin in the Texas Hill Country.”
The ‘modernised’ redesign for Waterloo Gin also coincides with its expansion into new US markets.
As part of the brand’s relaunch, Waterloo has partnered with Breakthru Beverage Group, Empire Distributors, Johnson Brothers Distributors, Kentucky Eagle, and Republic National Distributing Company (RNDC) to expand distribution beyond its current markets of Texas and Florida.
The brand’s flagship No. 9 gin is bottled at 47% ABV and made in a ‘New American style’, distilled with limestone-filtered springwater and local botanicals.
It also makes a barrel-aged gin, which spends two years in American white oak barrels. Additionally, Waterloo is teasing a ‘highly distinctive and original new release’ to come this summer.
DeJoria purchased the brand, said to be the first gin distilled in Texas, from Treaty Oak Distilling in September 2024.
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