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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4.9 ★★★★★
Based on 17 reviews
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Bonnie
Alexandria, US
★★★★★ 5
All The Things!!
Format: Kindle
This is definitely worth reading! The spice is nice, but the story itself is truly an epic literary treat! Tessa and her Alphas are a powerhouse force of nature who will capture your heart. This story is also a great reminder of how fickle life can be and how quickly everything can change for anyone. Every single person, billionaire to janitor, is nothing but one tragic event away from being in the same situation as Tessa was in. ❤️
WAS THIS REVIEW HELPFUL?YesReportShare
Reviewed in the United States on September 10, 2025
J
Verified Purchase
Jenna
Cuba, US
★★★★★ 4
Kind of difficult to get through for the first half but worth the read!
Format: Kindle
3.75/5 ⭐️ What this book lacked in being fully polished, it made up for in world and character building for sure! While the first half was hard to get through, as this is a book that starts you in the present and then goes back and forth between different times in the past to get you up to speed with what’s happening in the future (and it’s not all chronological in the past which made it even harder), once all of the book is set in the present, Tessa and her pack, Ryder, Dixon, Mac, and Tray, (and of course Josie the cat,) all begin their journeys of finding themselves both individually and within their pack which is so rewarding to see after all of the tragedy and sadness detailed in their last few years leading up to meeting. I think this book could’ve done with another beta reader or two to polish up grammatical errors as well, some of those took me out of the story for a minute to try to figure out what was trying to be communicated. Overall, this story filled with so many dichotomies of love and loss, grief and happiness, hurt and comfort, all culminating in a lovely story of a pack that strengthens each other after many tribulations, and it warms your heart so so much to see them go through every version of themselves, landing on secure and happy individuals who make a wonderful pack together. Would absolutely recommend if you like slow burn, rockstar, big city, and initially heavy and a bit dark but fades into comfort and fluffy omegaverse stories!
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Reviewed in the United States on April 18, 2026
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j j
Grantham, US
★★★★★ 3
i should have waited for there to be reviews posted
Format: Kindle
I'm being more generous than I should because this is a debut novel i downloaded this book because i like why choose and band romances i figured that it wouldn't take too long to get back to where the prologue was because the prologue seemed to be less than a day before they met the FMC and the MMCs don't meet til 60 % of the way in which for a Romance novel kinda hard for the relationship to develop or for there to be plot beyond them just meeting in a way where the FMC really lacks agency a lot of early plot and character things are forgotten about after they met it's almost as if the last third of the book was written first and then they went back to write backstory separately but forgot there needs to be a plot i get wanting to have background on the characters, but there has to be a way to do it without constant time jumps and no plot progression. Tessa's story jumps around a week lead up so much also the band aspect is very much an afterthought in the novel Spoilers-- one of the MMCs is openly pan and one of them has been dealing with a bi awakening but being somewhat defensive about it and once Tessa arrives that gets forgotten about til the epilogue and even then doesn't actually confront his sexuality the wrap up of the church hiding her name is tied up with a quick sentence, but no real consequences for anyone i honestly thought she forgot about family pack IRS deal until the final chapter and that gets resolved in an unsatisfying way the pack is upset that Tessa gets viewed as an object and tricked into the contract but has no interest in making the company's wrongdoings public or trying to prevent this from happening to other omegas tessa goes over a lot of struggles of homelessness but she only thinks about food waste once after joining the pack -- you'd think she'd use her newfound wealth and power to help other homeless individuals, especially youths and omegas. even a little side note to say that a portion of tour proceeds or her family fortune would go towards public food pantries and shelters would've done something to connect her beginning character to the end character
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Reviewed in the United States on August 3, 2025
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Shelly B
Louisville, US
★★★★★ 3
BORING and too long
Format: Kindle
I could not believe how wordy and boring this book was. No spice at all. Slow burn is really a NO burn. Almost DNF and now I’m sorry I stuck with it. 500 pages could ave been 150 and it would have been more than enough. I highly doubt not recommend this work of yuck.
WAS THIS REVIEW HELPFUL?YesReportShare
Reviewed in the United States on January 25, 2026
A
Verified Purchase
Amanda
Grantham, US
★★★★★ 4
Good read
Format: Kindle
Good book but good God was there a lot of preamble when I just wanted them to meet already haha
WAS THIS REVIEW HELPFUL?YesReportShare
Reviewed in the United States on August 11, 2025

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