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

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About the Author

SHE WAS BORN on the other side of the world from the glamorous celebrity scene of Hollywood, but Ilana Edelstein was destined to be “Mrs. Patrón,” the other half of the world’s leading brand of luxury tequila that would transform the liquor industry. Together with Martin Crowley, she led the charge in raising the level of perception about tequila by carefully crafting, educating, and marketing the brand, thus initiating an ultrapremium category. For example, they invented the concept of sipping tequila like a fine cognac. Thanks to their revolutionary approach, the pair was the driving force that made tequila the fastest growing category, and “premiumization” has become the norm across all varieties of liquor, from vodka to rum. ...

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