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 – the Governor’s Ball, the Playboy Mansion, and the movie sets of Tom Cruise, David Bowie, and other stars.

In this deeply personal business narrative, Ilana Edelstein reveals how she and her life partner Martin Crowley, the co-founder of Patrón, built a leading brand with highly unorthodox methods, pushing their creativity and marketing ingenuity to the limit and changing countless lives along the way. Patrón single-handedly transformed the face of the liquor industry, yet there were casualties. The bigger the brand got, the more there was at stake, as evidenced by the power struggle for control of Patrón, the strong-arm tactics of corporate giants seeking control of the business, and the scandalous and devastating jury trial at the end of the love affair.

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.” The perfect blend of brand chronicle, entrepreneurial inspiration, and compelling human drama, The Patrón Way is the true story of the world’s top-selling ultra-premium tequila.