The Patron Way: From Fantasy to Fortune - Lessons on Taking Any Business From Idea to Iconic Brand : From Fantasy to Fortune - Lessons on Taking Any Business From Idea to Iconic Brand

From Fantasy to Fortune - Lessons on Taking Any Business From Idea to Iconic Brand

Business & Finance, Marketing & Sales, Advertising & Promotion, Industries & Professions, Industries
Cover of the book The Patron Way: From Fantasy to Fortune - Lessons on Taking Any Business From Idea to Iconic Brand : From Fantasy to Fortune - Lessons on Taking Any Business From Idea to Iconic Brand by Ilana Edelstein, Mcgraw-hill
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Author: Ilana Edelstein ISBN: 9780071817653
Publisher: Mcgraw-hill Publication: April 23, 2013
Imprint: McGraw-Hill Education Language: English
Author: Ilana Edelstein
ISBN: 9780071817653
Publisher: Mcgraw-hill
Publication: April 23, 2013
Imprint: McGraw-Hill Education
Language: English

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.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

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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