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

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

The Patron Way details the unorthodox building of the brand, the extraordinary creativity and marketing ingenuity of Patron's cofounder, Martin Crowley, and his life partner, Ilana Edelstein, and the way Patron 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...