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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 4Hollywood Star

JOHN PAUL and Eloise DeJoria were relaxing in their new Malibu home one Saturday evening when out of the blue they got a call from one of their dear friends.

“What are you and Eloise doing tomorrow?” he asked.

“Nothing, Clint. Why?”

“Come to my movie premiere. I’ve got two tickets waiting for you. And a surprise.”

JP thanked him profusely and showed up at the premiere, but Clint Eastwood wasn’t there. JP and Eloise took their seats, still with no idea what the surprise might be unless it was the great seats, free popcorn, and soda. The film was In the Line of Fire, about a secret service agent, and the only thing this character drank was Patrón. In the movie’s most intricate scene, when Clint’s character is negotiating ...

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