The company was reincorporated by Roberto Escobar in 2014 in Medellín, Colombia[13] with Olof K. Gustafsson and Daniel D. Reitberg as its main executives, in an effort to acquire and maintain control of the Pablo Escobar brand and the Escobar family brand. The company successfully registered Successor-In-Interest rights for his brother in California, United States.[14] The company also successfully registered and obtained 10 trademarks with the United States Patent and Trademark Office.[15]