The never-before-told story of Patrn Tequila - the brand that revolutionized an industryHow a billion-dollar business ascended from a forgotten dusty agave field in central MexicoThe Patrn Way details the unorthodox building of the brand, the extraordinary creativity and marketing ingenuity of Patrn's cofounder, Martin Crowley, and his life partner, Ilana Edelstein, and the way Patrn 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 "Patrn Girls" at promotions and parties to running the back office.Patrn 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 "Patrn high."Today, Patrn 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 Patrn 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.
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