The Patron Way ― From Fantasy to Forutne - Lessons on Taking Any Business from Idea to Iconic Brand

The never-before-told story of Patron Tequila'the brand that revolutionized an industry

How a billion-dollar business ascended from a forgotten, dusty agave field in Central Mexico'an exciting inspirational tale that will encourage entrepreneurs and marketers worldwide

The Patron Way tells the true story of how Patron became the world's top-selling ultra-premium tequila, set against the backdrop of love, sex, celebrity, dizzying success and, ultimately, betrayal. It describes the founding and rapid development of Patron.

The Patron Way is the perfect blend of brand chronicle, entrepreneurial inspiration, and compelling human drama, taking the reader from the ancient distillery in the highlands of Mexico to the glittering world of Hollywood.

Patron is credited with triggering the 'premiumization' of brands'a major business growth vehicle that all top liquor brands now use to sell high-quality beverages at a high cost
Told by co-founder's partner Ilana Edelstein, this is a passionate tale of the love, tenacity, and perseverance it takes to build a number-one selling brand and change an industry
The book will be promoted through Patron Lab's Facebook site (500,000+ followers)

Ilana Edelstein (Los Angeles, CA) is the founder of IE Financial Services, now in its twenty-first year, which provides a range of financial and retirement services to teachers..

Foreword by John Paul DeJoria
Acknowledgments

Part I
R&D
Chapter 1
Out of the Blue
Chapter 2
A Brief History of Tequila
Chapter 3
The Taste Test

Part II
Brand Building
Chapter 4
Hollywood Star
Chapter 5
By the Seat of Our Pants
Chapter 6
The High Life

Part III
Sustainable Development
Chapter 7
A Rude Awakening
Chapter 8
Loose Ends
Chapter 9
Patron Today

Epilogue
No Regrets
Apertif
Marking the Patron Way
Notes
Index