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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 3The Taste Test

IT WAS EITHER going to make us or kill us. Martin had decided to throw caution to the wind and publicly challenge the top-selling tequilas on the market to a blind taste test, hoping to build instant brand awareness among the consuming public. It was a risky move indeed. If Patrón failed to make the grade, it would be free and fabulous advertising for the other guy and would absolutely ruin us.

Wolfgang Puck, a friend of John Paul’s, gave us the ideal venue: Spago, the hot spot where all the movers and shakers at the time did lunch. Only this was more of a liquid lunch. The mere fact that we were doing a tequila-fueled event in the middle of the day on a Thursday was enough to generate extraordinary buzz. This was 1991, ...

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