The never-before-told story of Patrón Tequila—the brand that revolutionized an industry
How a billion-dollar business ascended from a forgotten dusty agave field in central Mexico
The Patrón Way details the unorthodox building of the brand, the extraordinary creativity and marketing ingenuity of Patrón’s cofounder, Martin Crowley, and his life partner, Ilana Edelstein, and the way Patrón single-handedly transformed the face of the liquor industry. Edelstein was involved in every aspect of the business—from the brand’s iconic bottle to designing the sexy and attention- getting outfits worn by the famous “Patrón Girls” at promotions and parties to running the back office.
Patrón is a tequila so sumptuous—and so brilliantly marketed—that it has become the world’s leading ultrapremium tequila and has changed the way the spirit is experienced: what was once “gasoline” slammed back in a shot glass is now poured from an exquisite hand-blown bottle into a chilled glass and sipped to attain a “Patrón high.”
Today, Patrón has grown to over a billion-dollar brand, and it is the largest generator of revenue of all tequila brands. Edelstein combines the dramatic story of the company’s rise to success in an astonishingly competitive and sometimes cutthroat industry with practical business lessons about R&D and brand building that business leaders can put to productive use in any industry.
A tale of love, sacrifice, celebrity, dizzying success, and ultimate betrayal, The Patrón Way reveals for the first time all the details behind the intimate relationship and marketing genius of the “power couple” that transformed the spirits industry.
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The Patron Way
What a fascinating read! Not only is this the great story of building this product but it is also an interesting and surprisingly personal tale from the author. Initially I delved into this read interested in the keys and tips to building a successful business. As I got further into the book, I realized that this was not simply a story of how true hard work and passion can build an empire, but it was also a great love story. The author allows us a view into her personable life. She shared the vast rewards and also the struggles of starting, promoting, and growing this business all while doing it alongside her soul mate.
The book also includes helpful marketing and branding concepts that built this business and teaches us that perseverance can pay off!