CHAPTER 9Patrón Today
A FEW YEARS AGO I received a phone call from a man claiming to represent a certain celebrity. This unspecified famous person, I was told, was interested in procuring a tequila brand, and he’d somehow heard that I might know where to find a factory that made only the best. His client had the wherewithal to reward me generously for any introductions I made on his behalf.
It so happened that I did know of such a place. The original factory that had produced the tequila for Patrón had stopped supplying as a result of a falling out with Martin. Ten years after the fact, they’d learned that he’d registered the worldwide rights to their original name and never told them. Martin and I discussed this extensively over the years. Notwithstanding ...
Get The Patron Way: From Fantasy to Fortune - Lessons on Taking Any Business From Idea to Iconic Brand now with the O’Reilly learning platform.
O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.