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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

Index

Please note that index links point to page beginnings from the print edition. Locations are approximate in e-readers, and you may need to page down one or more times after clicking a link to get to the indexed material.

Absolut Vodka, 13

Academy Awards, 65, 71

Action Against Hunger, 193

Advertising. See Marketing and advertising

Advertising Age, 189

Agave (Agave tequilana), 4–5, 15, 28, 29, 30, 39, 92

Blue Weber cultivar of, 28, 39

cultivation of, 30, 39–41

disease of, 121–123

fermentation of, 42, 43

growing conditions for, 30, 39–40

jimadora’s skills in, 40–41

mezcal vs. tequila from, 28

selection and trimming of, 41

shortages of, 121–123

steaming and roasting of, 41–42

uses of, 27

weather conditions and, 122

Aging of tequila, 43–44

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Publisher Resources

ISBN: 9780071817646