Safari, the world’s most comprehensive technology and business learning platform.

Find the exact information you need to solve a problem on the fly, or go deeper to master the technologies and skills you need to succeed

Start Free Trial

No credit card required

O'Reilly logo
The Patron Way: From Fantasy to Fortune - Lessons on Taking Any Business From Idea to Iconic Brand

Book Description

The never-before-told story of Patrón Tequila—the brand that revolutionized an industryHow a billion-dollar business ascended from a forgotten dusty agave field in central MexicoThe 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.