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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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CHAPTER 2A Brief History of Tequila

GREAT BRANDS aren’t just born from a vacuum. Understanding their rich history and context only serves to enrich the experience of producing, selling, and consuming an iconic product such as Patrón.

We knew precious little about the origins of tequila before Martin encountered Patrón, but we quickly realized that Francisco Alcaraz, our master distiller at the Jalisco factory and one of the foremost experts on tequila in the world, was a treasure trove of information about a beverage with roots as ancient and mysterious as the Aztecs.

As it happens, tequila is the perfect blend of Old World and New World cultures. Over the course of many dinners at our home in California, Francisco described how hundreds of years ...

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