The Patrón Way
(Sprache: Englisch)
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...
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...
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Klappentext zu „The Patrón Way “
The never-before-told story of Patrón Tequila--the brand that revolutionized an industryHow 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 sippedto 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.
PRAISE FOR THE PATRÓN WAY
" The Patrón Way is a good chronicle of a luxury brand's path to success. . . . Ms. Edelstein dispenses useful advice to aspiring entrepreneurs."
The Wall Street Journal
"Anyone desirous of making sense of tequila's current status will be well served by chugging The Patrón Way ."
... mehr
Slate
"There are some good lessons for entrepreneurs launching a product. No doubt, the rise of Patrón is something many would love to emulate. And Ilana Edelstein was there from the beginning and delivers an inside view of the story."
New York Journal of Books
"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."
Library Journal
"I can honestly say The Patrón Way by Ilana Edelstein was a delicious cocktail of innovation and inspiration with a twist of tragedy for a bittersweet finish."
TequilaAficionado.com
"There are some good lessons for entrepreneurs launching a product. No doubt, the rise of Patrón is something many would love to emulate. And Ilana Edelstein was there from the beginning and delivers an inside view of the story."
New York Journal of Books
"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."
Library Journal
"I can honestly say The Patrón Way by Ilana Edelstein was a delicious cocktail of innovation and inspiration with a twist of tragedy for a bittersweet finish."
TequilaAficionado.com
... weniger
Inhaltsverzeichnis zu „The Patrón Way “
Foreword by John Paul DeJoria
Acknowledgments
Part I
R&D
Chapter 1
Out of the Blue
Chapter 2
A Brief History of Tequila
Chapter 3
The Taste Test
Part II
Brand Building
Chapter 4
Hollywood Star
Chapter 5
By the Seat of Our Pants
Chapter 6
The High Life
Part III
Sustainable Development
Chapter 7
A Rude Awakening
Chapter 8
Loose Ends
Chapter 9
Patrón Today
Epilogue
No Regrets
Apertif
Marking the Patrón Way
Notes
Index
Autoren-Porträt von Ilana Edelstein
Ilana Edelstein met and fell in love with Martin Crowley in 1988, soon before Patrón Tequila was created. She is the founder of IE Financial Services, which provides a range of financial and retirement services to teachers. Edelstein is also the marketing consultant for EVOL, a new premium sugar-free, gluten-free distilled spirit company.
Bibliographische Angaben
- Autor: Ilana Edelstein
- 2013, 220 Seiten, Maße: 15,4 x 23,6 cm, Gebunden, Englisch
- Verlag: McGraw-Hill Professional
- ISBN-10: 0071817646
- ISBN-13: 9780071817646
- Erscheinungsdatum: 14.05.2013
Sprache:
Englisch
Rezension zu „The Patrón Way “
"The Patron Way is a good chronicle of a luxury brand's path to success... Ms. Edelstein dispenses useful advice to aspiring entrepreneurs." The Wall Street Journal 20130629 "[B]usiness 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." Library Journal 20130601 "I can honestly say The Patron Way by Ilana Edelstein was a delicious cocktail of innovation and inspiration with a twist of tragedy for a bittersweet finish." TequilaAficionado.com 20130601 "There are some good lessons for entrepreneurs launching a product. No doubt, the rise of Patron is something many would love to emulate. And Ilana Edelstein was there from the beginning and delivers an inside view of the story." New York Journal of Books 20130515 "Anyone desirous of making sense of tequila's current status will be well served by chugging The Patron Way." Slate 20130503
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