This Former NFL Star Is Making Moves In The World Of Craft Tequila

Jim Bob Morris is a big fan of tequila. He’s not alone. US sales of the agave spirit topped $9 billion in 2020. Globally, it’s one of the fastest growing category of liquors in existence. And despite the density of product lining shelves today, Morris believes he can bring something new and exciting to the table. The former pro-athlete left the NFL in 1990 to start a successful food packaging business. He recently partnered up with his good friend—and hall of fame NHL defenseman—Chris Chelios to launch El Bandido Yankee.

Billed as an “ultra premium handcrafted tequila,” their liquid is additive free, and seeks to separate itself by way of the maturity of the agave used as well as the expertise of master distiller Karina Rojo. At El Viejito Distillery, in the highlands of Jalisco, Rojo has built an impeccable reputation in a field that remains mainly dominated by men. El Bandido will be the first major brand to showcase her work north of the border.

Morris is excited to be a part of that process. In an exclusive interview with Forbes he talks more about that partnership, how he’s giving back to the people who craft it, and why he thinks El Bandido is poised to make serious moves in the tequila game.

How did you end up in the world of tequila? 

Jim Bob Morris: I’m a tequila drinker, and after a few too many rounds of drinks with my co-founder Chris Chelios, we felt like we couldn’t find a tequila where we didn’t taste the additives, and had the idea to start our own brand. I have years of experience in both business and the packaging industry, so I knew we had the infrastructure to bring our vision to life.

Was Chelios also a big tequila fan?

JBM: After I finished my football career, I lived in Chicago, where Chris was a big star for the Chicago Blackhawks. I would run into him on occasion and started attending charity events that he sponsors, which included many charity golf events. After the golf outings, we would end up drinking at the bars in Chicago and tequila was always the libation of choice. Chris was actually a big influence on my tequila drinking. He introduced me to a higher level of tequila than what I was used to drinking in my 20s. I was always a decent student of the spirits industry, as I have studied bourbon, whiskey, scotch, and wine. As I started to learn more about the various tequilas on the market and the processes and nuances of each, I began to have a better idea of what we wanted to achieve with our own brand: a natural tequila with no additives or adulterations whatsoever.

There are a lot of new tequilas coming out these days. What makes El Bandido stand out?

JBM: We don’t cut corners and are fully transparent about how and where our tequila is crafted. We partnered with El Viejito Distillery in Jalisco because of their dedication to the process, their people, and the land, and even took it one step further by partnering with S.A.C.R.E.D. [a 501c3 non-profit] to make a positive impact on the people and communities who grow our agave. All of our tequila is handcrafted from start to finish in Atotonilco El Alto, Jalisco, under our incredible master distiller Karina Rojo. She uses centuries-old tequila making traditions; slow-roasting our hand-selected blue weber agave for 40 hours in stone ovens, and distilling twice in copper pots. For further refinement, the tequila is oxygenated to produce a signature smooth finish. We don’t use any agave that has not reached full maturity, which gives our tequila a really natural and clean taste.

You launched your product last year in Chicago. That’s not necessarily the first town people think of when they think tequila. Why there? And what can you tell us about the brand strategy as you look to expand? 

JBM: Chicago has played a huge part in getting El Bandido Yankee its start, and we are so grateful to the bars, restaurants, and distributors who we work with there for their support. As Chris’ hometown, Chicago felt like a natural fit. Strategically, we develop a distribution plan for every state we enter, and we develop a city-by-city strategy as well. In 2021, El Bandido Yankee launched in Illinois, Michigan, Texas, and California. Next we will launch in Missouri, Wisconsin, Nevada, Florida, and Colorado.

What’s next for the brand as you look to the year ahead?

JBM: We’re continuing to grow, and want everyone to have a chance to break out the Bandido. 2022 will be a big year for brand expansion, and you’ll start to see us showing up in more locations as the year goes on, both in terms of distribution and marketing. We also plan to be included at several big key events in each of the states we are servicing. We want to be in every major city market in the US, and in Mexico by the end of 2022.