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

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

by Ilana Edelstein
May 2013
Beginner content levelBeginner
256 pages
5h 11m
English
McGraw-Hill
Content preview from The Patron Way: From Fantasy to Fortune - Lessons on Taking Any Business From Idea to Iconic Brand

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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Publisher Resources

ISBN: 9780071817646