Ghost Tequila has appointed spirits industry veteran John McDonnell to the newly-created position of executive chairman. The Boston-based company stated that McDonnell will collaborate with the leadership team and CEO Jeff Popkin to accelerate growth.
McDonnell, a former executive at Tito's Handmade Vodka and Patron Tequila, told Just Drinks that Ghost Tequila is among the fastest-growing brands in the US market. He noted that Ghost Tequila's sales rose 12% last year, while most other tequilas experienced double-digit declines in a difficult US spirits environment.
The ghost pepper-infused tequila is currently sold across the United States and in markets in the Caribbean, Europe, and Asia-Pacific. McDonnell said approximately 97% of the company's sales come from the US, but he anticipates this proportion will change as more export markets develop.
"The Caribbean is a strong market for us, and we're also now in Greece, Italy, Portugal, Ireland, Korea, and Australia," McDonnell said. "Within the first quarter this year we expect to open The Philippines, Taiwan, and Bulgaria."
In the US, sales are heavily weighted toward the on-trade. "Our focus this year is to land more national on-premise accounts, and also to increase our presence in the off-trade," McDonnell stated.
He added that the company is hiring a new advertising agency and a social media agency to boost awareness. "Ghost Tequila is unique because it's a spicy Tequila. We play in a unique lane and we have a real opportunity to own the spicy margarita."
McDonnell previously served as managing director for Tito's Handmade Vodka international business, leaving last year. Before that, he was president international and chief operating officer at Patrón Tequila for eight years until 2013. Earlier in his career, he spent two decades at Seagram's.
Ghost Tequila has several individual backers, with its largest investor being The Raptor Group. The company secured significant funding from the investment firm in April 2023. At that time, the brand described Raptor as the lead investor group but noted that the company's cap table includes over 100 investors.
"They're an extremely good partner," McDonnell said of The Raptor Group.