Alexis DeJoria Turns Up the Heat, Revealing a Fiery New Look at the NHRA World Finals

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POMONA, Calif. (November 14, 2014)— Two sub-four second runs, two track records, two No. 1 qualifiers, three wins. It’s been one hot season for NHRA drag racer Alexis DeJoria and her Patrón XO Cafe Toyota Camry Funny Car team. So how do you cap off a great year by making an already scorching hot race car even hotter? Turn up the heat!

After a successful 2014 NHRA Mello Yello Drag Racing Series season of blazing down the dragstrip in her purple, gold, and matte-black 319-mph race car, Alexis DeJoria surprised fans when she showed up in Pomona, Calif. on Friday morning with a fiery new look.

Before qualifying got underway at the 50th annual Auto Club NHRA Finals at the Auto Club Raceway at Pomona, DeJoria pulled back the cover on her previously concealed Toyota Camry revealing a blistering new look- a flame emblazoned red and orange head-turner which showcases the latest addition to the Patrón XO Cafe line- Patrón XO Cafe Incendio.

“Incendio is the newest addition to the Patrón XO Cafe family, and given its sinister combination of fiery Mexican arbol chiles, sweet Criollo Chocolate, and smooth Patrón Silver tequila we saw a perfect fit with Alexis and her 10,000-horsepower nitro Funny Car.  The new Incendio graphics look terrific on the car, and are a great way to showcase this exciting new brand with our fans,” said Lee Applbaum, Chief Marketing Officer at The Patrón Spirits Company.

While Incendio was launched by Patrón Spirits earlier last month, this is truly the first time the auto-racing community will be introduced to the latest ultra-premium spirit in the company’s portfolio.

“The fans attending this weekend’s Finals at Pomona are in for a treat- as they’re the only ones that will have a chance to see this hotter-than-hot race car thunder down the track in-person,” said DeJoria. “This is a special one-weekend-only deal. We started off the 2014 season by showcasing our new look here at Pomona when we ran the Patron XO Cafe car for the first time back in February, and now we’re closing it by introducing fans to the newest addition to the growing Patrón XO Cafe line.”

“We’re proud to represent the Patrón XO Cafe brand, and appreciate our sponsor using our team as a platform to introduce exciting new products to the racing community,” DeJoria added. 

Alexis DeJoria will make her first run down the track in the Patrón XO Cafe Incendio hot rod at 12:30PM PST on Friday, November 14. For more information, please contact

About Alexis DeJoria

Alexis DeJoria, daughter of the famed John Paul DeJoria, co-founder of John Paul Mitchell Systems and proud owner of Tequila Patrόn, is a professional NHRA race car driver, competing in the nitro Funny Car class on the Kalitta Motorsports team. Alexis drives the Patrόn XO Cafe-sponsored 2014 Toyota Camry. Alexis, who had all the opportunity in the world to pursue any type of career, felt strongly about following her passion, and her need for adrenaline drove her to pursue the unlikely profession of auto-racing. The determination to ‘blaze her own trail’ continues to drive her and push her to higher levels in male dominated sport of drag racing.

About Patrón XO Cafe Incendio

Recognizing the growing enthusiasm for intense taste and flavor, Patrón Spirits has introduced Patrón XO Cafe Incendio, an innovative fiery-hot chile chocolate liqueur.

Patrón XO Cafe Incendio combines the spicy, distinctive flavor of Mexican arbol chile with the rich, decadent essence of Criollo chocolate, brought together with the crisp, smooth taste of Patrón Silver tequila.

The Chile de arbol is a small and slender Mexican pepper typically found in the states of Jalisco, Chihuahua and Zacatecas. Thought to be derived from the cayenne pepper, arbol chile is characterized by its smoky and spicy complex flavor, and is the main component in many hot sauces. The high-quality Criollo variety chocolate in Patrón XO Cafe Incendio is produced in Mexico’s Tabasco region.

Perfect as a shot, or as the base for a high quality cocktail, Patrón XO Cafe Incendio is distilled at 30 percent alcohol by volume, 60 proof. Produced and bottled at the Hacienda Patrón distillery in the highlands of Jalisco, Mexico, Patrón XO Cafe Incendio is handcrafted with the same attention to detail and quality as all Patrón tequilas and liqueurs. It is available in 50ml, 375ml and 750ml sizes and packaged in the eye-catching handmade Patrón XO Cafe glass bottle, a frosted version of the iconic cork-closed Patrón tequila bottle. The red, yellow and black label features imagery evocative of smoke and fire.