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

The never-before-told story of Patr n Tequila--the brand that revolutionized an industry How a billion-dollar business ascended from a forgotten dusty agave field in central Mexico The Patr n Way details the unorthodox building of the brand, the extraordinary creativity and marketing ingenuity of Patr n's cofounder, Martin Crowley, and his life partner, Ilana Edelstein, and the way Patr n 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 "e;Patr n Girls"e; at promotions and parties to running the back office. Patr n 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 "e;gasoline"e; slammed back in a shot glass is now poured from an exquisite hand-blown bottle into a chilled glass and sipped to attain a "e;Patr n high."e; Today, Patr n 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 Patr n Way reveals for the first time all the details behind the intimate relationship and marketing genius of the "e;power couple"e; that transformed the spirits industry. PRAISE FOR THE PATR N WAY The Patr n Way is a good chronicle of a luxury brand's path to success. . . . Ms. Edelstein dispenses useful advice to aspiring entrepreneurs."e; The Wall Street Journal Anyone desirous of making sense of tequila s current status will be well served by chugging The Patr n Way. Slate "e;There are some good lessons for entrepreneurs launching a product. No doubt, the rise of Patr n is something many would love to emulate. And Ilana Edelstein was there from the beginning and delivers an inside view of the story."e; New York Journal of Books "e;Business lessons echoing 'know who the true tastemakers are, and use them wisely' are sprinkled throughout the book. . . . most readers will appreciate the informal 'tell-all' style that reveals an emphasis on doing some paperwork to cement their role in any business they help grow."e; Library Journal I can honestly say The Patr n Way by Ilana Edelstein was a delicious cocktail of innovation and inspiration with a twist of tragedy for a bittersweet finish. TequilaAficionado.com