SKU: 19293981357

The Patron Way: From Fantasy to Fortune - Lessons on Taking Any Business from Idea to Iconic Brand: From Fantasy to Fortune - Lessons on Taking Any Bu

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The Patron Way: From Fantasy to Fortune - Lessons on Taking Any Business from Idea to Iconic Brand: From Fantasy to Fortune - Lessons on Taking Any BuThe never before told story of Patr n Tequila the brand that revolutionized an industry How a billion dollar business ascended from a forgotten dusty agave field in central Mexico The Patr n Way details the unorthodox building of the brand, the extraordinary creativity and marketing ingenuity of Patr n's cofounder, Martin Crowley, and his life partner, Ilana Edelstein, and the way Patr n single handedly transformed the face of the liquor industry.

The never-before-told story of Patr n Tequila--the brand that revolutionized an industry

How a billion-dollar business ascended from a forgotten dusty agave field in central Mexico

The Patr n Way details the unorthodox building of the brand, the extraordinary creativity and marketing ingenuity of Patr n's cofounder, Martin Crowley, and his life partner, Ilana Edelstein, and the way Patr n 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 "Patr n Girls" at promotions and parties to running the back office.

Patr n 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 "Patr n high."

Today, Patr n 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 Patr n 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 PATR N WAY

"The Patr n 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 Patr n Way."
Slate

"There are some good lessons for entrepreneurs launching a product. No doubt, the rise of Patr n 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 business they help grow."
Library Journal

"I can honestly say The Patr n Way by Ilana Edelstein was a delicious cocktail of innovation and inspiration with a twist of tragedy for a bittersweet finish."
TequilaAficionado.com



Binding Type: Hardcover
Publisher: McGraw-Hill Education
Published: 05/14/2013
ISBN: 9780071817646
Pages: 220
Weight: 1.10lbs
Size: 9.00h x 6.10w x 1.00d

Review Citations: Library Journal 06/01/2013 pg. 118
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SKU: 19293981357

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Dani Way
Louisville, US
★★★★★ 5
Loved this book
Format: Paperback
Assassin's Creed is my all-time favourite game series; I am enthralled by it! Sadly, right now I moved to te U.S. (I am not originally from here) and thus I had to leave my Xbox behind; well it actually belongs to my brother. My point is, while I am saving up for a new Xbox and to buy the Assassin's Creed games again, reading this novel and the one from Brotherhood has been what has saved me from going insane. I don't know why several people haven't liked it. I had no problems whatsoever with the author's style, and actually this novel helped me to better comprehend what went on in ACII because honestly some assassinations had me a bit confused and happened so fast that I didn't understand who I was killing or why. Great purchase, and I am currently reading Brotherhood! :) Insieme per la vittoria! :D
WAS THIS REVIEW HELPFUL?YesReportShare
Reviewed in the United States on May 14, 2011
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Amazon Customer
Bozeman, US
★★★★★ 4
True to the game and high on philosophy, but no it's not the Fanfic lover's playground....
Format: Paperback
I read several reviews of this book and was wary initially of buying (to the point where I read parts of it in a bookstore before buying it here). Finally finished it and 500 odd pages later, this is not just a pithy sewing together of cutaway scenes and story clips. Is it classic literature? No, but it wasn't meant to be. It's sometimes hard to translate action in to book form, especially when done in the luscious hi-def glory that Ubisoft was able to achieve. But what it lacks in geographical description, it makes up in explaining and demonstrating the philosophy of the story of the game itself. You understand what makes an Assassin different from a Templar, you understand what made Ezio tick, what made Altair tick and while it is subtle, it is genuine characterization and if you don't get the memo, then you just aren't trying. While some complained because Sophia wasn't painted with more detail or that the relationship between some of the characters could have been explored better (like the political tension in the royal family for example), I'd still argue it wasn't necessary. This is not Suleiman's story or Yusuf's story, nor was it a love story though there is one; it's Ezio's and Atair's stories and the simplicity of their thoughts and actions were well drawn. It wasn't meant to fill in the gaps, fanfic is much more satisfactory in those cases. The only drawback of this book is that sometimes it borders on being preachy, but I don't think the makers of this game were exactly subtle about whose corner they wanted you to be in. True to the game, absolutely direct about it's philosophy, and it doesn't try to masquerade as anything more than it should be for 10 dollars.
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Reviewed in the United States on January 21, 2014
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Robert J. McA
Battle Creek, US
★★★★★ 5
A really griping story
Format: Kindle
From the first page this story was just enthralling to the point that i read the entire book in two days. Very exciting and very interesting. I will now purchase the complete series
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Reviewed in the United States on August 25, 2023
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Gray Rhymer
San Leandro, US
★★★★★ 5
Love love love Ezio Auditore!!!
Format: Kindle
I am a huge gamer and having played Assassins Creed many times, it was nice to see “inside” what we are RPGing. This book was a lot of fun to read and very insightful. “With you until the end, Ezio!”
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Reviewed in the United States on March 21, 2024
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Darice11
West Palm Beach, US
★★★★★ 3
Good not excellent
This book started off with lots of promise. It got my interest straight away and kept it there for a few chapters. It includes some intesting history facts of the age and enlists some of the characters of the age as well all of which I found very intersting and unique. However the general theme did not change. The Protaganist got better and better at killing and never really got into trouble. He goes from one adventure to another of similar sort with the same outcome. He kills everyone and gets away without problems. I had trouble finding the climax and wondered at many points if it was just a story that went on and on without an end. Overall a good light read if you don't expect much surprise or complex intrigue.
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Reviewed in the United States on August 5, 2012

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