The Patron way : from fantasty to fortune, lessons on taking any business from idea to iconic brand

Format:

Book

Author/Creator:

Edelstein, Ilana, Author.

Contributor:

Marshall, Samantha

Language:

English

Subjects (All):

Branding (Marketing).

Brand name products.

Tequila industry.

Physical Description:

1 online resource (256 pages)

Edition:

1st edition

Place of Publication:

[Place of publication not identified] McGraw Hill 2013

Language Note:

English

System Details:

text file

Summary:

The never-before-told story of Patrón Tequila--the brand that revolutionized an industry How a billion-dollar business ascended from a forgotten dusty agave field in central Mexico The Patrón Way details the unorthodox building of the brand, the extraordinary creativity and marketing ingenuity of Patrón's cofounder, Martin Crowley, and his life partner, Ilana Edelstein, and the way Patrón single-handedly transformed the face of the liquor industry. Edelstein was involved in every aspect of the business--from the brand’s iconic bottle to designing the sexy and attention-getting outfits worn by the famous "Patrón Girls" at promotions and parties to running the back office. Patrón is a tequila so sumptuous--and so brilliantly marketed--that it has become the world’s leading ultrapremium tequila and has changed the way the spirit is experienced: what was once "gasoline" slammed back in a shot glass is now poured from an exquisite hand-blown bottle into a chilled glass and sipped to attain a "Patrón high." Today, Patrón has grown to over a billion-dollar brand, and it is the largest generator of revenue of all tequila brands. Edelstein combines the dramatic story of the company’s rise to success in an astonishingly competitive and sometimes cutthroat industry with practical business lessons about R&D and brand building that business leaders can put to productive use in any industry. A tale of love, sacrifice, celebrity, dizzying success, and ultimate betrayal, The Patrón Way reveals for the first time all the details behind the intimate relationship and marketing genius of the "power couple" that transformed the spirits industry. PRAISE FOR THE PATRÓN WAY “ The Patrón Way is a good chronicle of a luxury brand's path to success. . . . Ms. Edelstein dispenses useful advice to aspiring entrepreneurs." The Wall Street Journal “Anyone desirous of making sense of tequila’s current status will be well served by chugging The Patrón Way .” Slate "There are some good lessons for entrepreneurs launching a product. No doubt, the rise of Patrón is something many would love to emulate. And Ilana Edelstein was there from the beginning and delivers an inside view of the story." New York Journal of Books "Business lessons echoing 'know who the true tastemakers are, and use them wisely' are sprinkled throughout the book. . . . most readers will appreciate the informal 'tell-all' style that reveals an emphasis on doing some paperwork to cement their role in any busin...

Contents:

Cover

About the Author

Title Page

Copyright Page

Contents

Foreword

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 Patrón Today

Epilogue: No Regrets

Aperitif: Marking the Patrón Way

Notes

Index.

Notes:

Bibliographic Level Mode of Issuance: Monograph

Includes bibliographical references and index.

Description based on publisher supplied metadata and other sources.

OCLC:

857713364