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Author: Ilana Edelstein
Publisher: McGraw Hill Professional
ISBN: 0071817654
Category : Business & Economics
Languages : en
Pages : 245
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Book Description
The never-before-told story of Patrón Tequila--the brand that revolutionized an industry How a billion-dollar business ascended from a forgotten dusty agave field in central Mexico The 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. 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 "Patrón Girls" at promotions and parties to running the back office. Patrón 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 "Patrón high." Today, Patrón 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 Patrón 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 PATRÓN WAY “The Patrón 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 Patrón Way.” Slate "There are some good lessons for entrepreneurs launching a product. No doubt, the rise of Patrón 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 Patrón Way by Ilana Edelstein was a delicious cocktail of innovation and inspiration with a twist of tragedy for a bittersweet finish.” TequilaAficionado.com
Author: Ilana Edelstein
Publisher: McGraw Hill Professional
ISBN: 0071817654
Category : Business & Economics
Languages : en
Pages : 245
Get Book Here
Book Description
The never-before-told story of Patrón Tequila--the brand that revolutionized an industry How a billion-dollar business ascended from a forgotten dusty agave field in central Mexico The 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. 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 "Patrón Girls" at promotions and parties to running the back office. Patrón 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 "Patrón high." Today, Patrón 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 Patrón 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 PATRÓN WAY “The Patrón 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 Patrón Way.” Slate "There are some good lessons for entrepreneurs launching a product. No doubt, the rise of Patrón 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 Patrón Way by Ilana Edelstein was a delicious cocktail of innovation and inspiration with a twist of tragedy for a bittersweet finish.” TequilaAficionado.com
Author: Chantal Martineau
Publisher: Trinity University Press
ISBN: 1595348816
Category : Cooking
Languages : en
Pages : 207
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Book Description
Once little more than party fuel, tequila has graduated to the status of fine sipping spirit. How the Gringos Stole Tequila traces the spirit's evolution in America from frat-house firewater to luxury good. But there's more to the story than tequila as upmarket drinking trend. Author Chantal Martineau spent several years immersing herself in the world of tequila -- traveling to visit distillers and agave farmers in Mexico, meeting and tasting with leading experts and mixologists around the United States, and interviewing academics on either side of the border who have studied the spirit. The result is a book that offers readers a glimpse into the social history and ongoing impact of this one-of-a-kind drink. It addresses issues surrounding the sustainability of the limited resource that is agave, the preservation of traditional production methods, and the agave advocacy movement that has grown up alongside the spirit's swelling popularity. In addition to discussing the culture and politics of Mexico's most popular export, this book also takes readers on a colorful tour of the country's Tequila Trail, as well as introducing them to the mother of tequila: mezcal.
Author: Jorge S. Olson
Publisher: Jorge Olson
ISBN: 098214251X
Category : Beverage industry
Languages : en
Pages : 266
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Book Description
Learn to develop and sell your beverages including new age beverages, alcoholic and non alcoholic beverages like energy drinks, soda, tea, water, vodka, tequila beer or any other type of beverage. A step by step guide teaching you how to develop and brand your beverage, reach your perfect target market and sell it using wholesalers, distributors, convenience stores and supermarkets. Discover every single beverage sales and distribution channel and how to penetrate it with your beverages. While reading the book you will prepare spectacular distributor programs to support all type of accounts, get see through in stores and have customers for life. This book is a must read for anyone in the beverage industry from executives to sales people, marketing managers, brand managers, merchandisers as well as production specialists. After finishing the book you will be an expert in every segment of the beverage business; from developing a brand in the drawing board to reaching your target market correctly, writing your business plan and executing it with sales and distribution. Learn from the authors, Carlos Lopez and Jorge Olson, founders of Liquid Brands Management, Inc. and the national experts in beverage branding, sales and marketing.
Author: Sarah Bowen
Publisher: Univ of California Press
ISBN: 0520281047
Category : Cooking
Languages : en
Pages : 280
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Book Description
Divided Spirits tells the stories of tequila and mezcal, two of MexicoÕs most iconic products. In doing so, the book illustrates how neoliberalism influences the production, branding, and regulation of local foods and drinks. It also challenges the strategy of relying on ÒalternativeÓ markets to protect food cultures and rural livelihoods. In recent years, as consumers increasingly demand to connect with the people and places that produce their food, the concept of terroirÑthe taste of placeÑhas become more and more prominent. Tequila and mezcal are both protected by denominations of origin (DOs), legal designations that aim to guarantee a productÕs authenticity based on its link to terroir. Advocates argue that the DOs expand market opportunities, protect cultural heritage, and ensure the reputation of MexicoÕs national spirits. Yet this book shows how the institutions that are supposed to guard Òthe legacy of all MexicansÓ often fail those who are most in need of protection: the small producers, agave farmers, and other workers who have been making tequila and mezcal for generations. The consequencesÑfor the quality and taste of tequila and mezcal, and for communities throughout MexicoÑare stark. Divided Spirits suggests that we must move beyond market-based models if we want to safeguard local products and the people who make them. Instead, we need systems of production, consumption, and oversight that are more democratic, more inclusive, and more participatory. Lasting change is unlikely without the involvement of the state and a sustained commitment to addressing inequality and supporting rural development.
Author: Dr Arthur Shapiro
Publisher:
ISBN: 9780997618105
Category :
Languages : en
Pages :
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Book Description
Inside the Bottle: People, Brands, and Stories is an intimate and informative behind-the-scenes window to the global liquor and wine business by one of the industry's leading marketing gurus. As an industry insider and publisher of the popular blog, Booze Business, Arthur Shapiro provides a unique view that appeals to a diverse audience. Marketing, alcohol, and short story enthusiasts alike can learn from and laugh along with Shapiro's experiences. Inside the Bottle gives a sometimes shocking look at the U.S. alcohol industry in a conversational and entertaining style. It focuses on the key players, their relationships, and stories. It's about marketing and sales, brand building, image and product excellence, and what it takes for a brand to win. It's about how a successful industry has evolved and been fashioned.
Author: David Gluckman
Publisher:
ISBN: 9781527200586
Category : Advertising
Languages : en
Pages : 336
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Book Description
Author: Don Tapscott
Publisher: Penguin
ISBN: 1440639485
Category : Business & Economics
Languages : en
Pages : 376
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Book Description
The acclaimed bestseller that's teaching the world about the power of mass collaboration. Translated into more than twenty languages and named one of the best business books of the year by reviewers around the world, Wikinomics has become essential reading for business people everywhere. It explains how mass collaboration is happening not just at Web sites like Wikipedia and YouTube, but at traditional companies that have embraced technology to breathe new life into their enterprises. This national bestseller reveals the nuances that drive wikinomics, and share fascinating stories of how masses of people (both paid and volunteer) are now creating TV news stories, sequencing the human gnome, remixing their favorite music, designing software, finding cures for diseases, editing school texts, inventing new cosmetics, and even building motorcycles.
Author: Michael Lindsay-Hogg
Publisher: Knopf
ISBN: 0307594688
Category : Biography & Autobiography
Languages : en
Pages : 290
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Book Description
The acclaimed director of such films as Brideshead Revisited shares the story of his youth and career, providing coverage of such topics as his childhood as the son of star Geraldine Fitzgerald, his relationships with Hollywood elite and the allegations that Orson Welles was his real father.
Author: Brad Stone
Publisher: Little, Brown
ISBN: 0316219258
Category : Business & Economics
Languages : en
Pages : 387
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Book Description
The authoritative account of the rise of Amazon and its intensely driven founder, Jeff Bezos, praised by the Seattle Times as "the definitive account of how a tech icon came to life." Amazon.com started off delivering books through the mail. But its visionary founder, Jeff Bezos, wasn't content with being a bookseller. He wanted Amazon to become the everything store, offering limitless selection and seductive convenience at disruptively low prices. To do so, he developed a corporate culture of relentless ambition and secrecy that's never been cracked. Until now. Brad Stone enjoyed unprecedented access to current and former Amazon employees and Bezos family members, giving readers the first in-depth, fly-on-the-wall account of life at Amazon. Compared to tech's other elite innovators -- Jobs, Gates, Zuckerberg -- Bezos is a private man. But he stands out for his restless pursuit of new markets, leading Amazon into risky new ventures like the Kindle and cloud computing, and transforming retail in the same way Henry Ford revolutionized manufacturing. The Everything Store is the revealing, definitive biography of the company that placed one of the first and largest bets on the Internet and forever changed the way we shop and read.
Author: George Cloutier
Publisher: Harper Collins
ISBN: 0061832855
Category : Business & Economics
Languages : en
Pages : 198
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Book Description
When small- and medium-sized business owners first hear George Cloutier's rules, they often think he's a madman. His controversial rules for doing business—rules that aren't taught at Harvard Business School—include: The best family business has one member. Weekends are for working, not playing golf or coaching. Never pay your vendors on time. Wear your control freak badge with pride. Quit denial: if your business is failing during a recession, it's your fault. As the founder and CEO of American Management Services, Cloutier has emerged as "the leading advocate for small business" (Reuters), having spent over thirty years guiding business owners through the tough choices that line the road to profitability. He and his company have worked with more than six thousand companies, averting certain ruin for some and generating seemingly impossible growth and profitability for others. Cloutier graduated from Harvard College and Harvard Business School, but the lessons in this book aren't from there. Unlike his classmates, most of whom headed straight to Wall Street, Cloutier has been on the docks at 2 a.m. counting heads of lettuce for food distributors to make sure nothing would disappear without a waybill. He's spent long, overnight hours in truck stops, making sure sticky fingers stayed out of the tills. Cloutier and his colleagues at American Management Services become personal pitt bulls to the CEOs who hire them, doing whatever it takes to bring their clients' businesses back into long-term profitability. Profits Aren't Everything, They're the Only Thing is the long- overdue wake-up call for 23 million small- and midsize business owners across America. This book serves up the hard-boiled, unadulterated truth to aspiring and established entrepreneurs, without apologies. His no-nonsense advice may be hard to hear at times, but it works.
