"The untold inside story of the world's most successful tequila..."

From fantasy to fortune - lessons on taking any business from idea to iconic brand.

The Book

The Book

The Never-Before Told Story of Patrón Tequila – The Brand That Revolutionized An Industry. The Patrón Way takes you on a fascinating journey from an ancient tequila distillery in the highlands of Mexico to the glittering and rarefied world of Hollywood

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Excerpts from the Book

Excerpts from the Book

“The Taste Test”
It was either going to make us or kill us. Martin had decided to throw caution to the wind and publicly challenge the top-selling tequilas on the market to a blind taste test, hoping to build instant brand awareness among the consuming public.

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The Author

The Author

Ilana Edelstein was born and raised in Johannesburg, South Africa during apartheid. Her parents, one of whom was an Auschwitz survivor, died when she was just 18. Feeling she had no future in South Africa, she left for New York arriving in 1979 with nothing more than $200 in her pocket and a suitcase.

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