The Patron Way: From Fantasy to Fortune - Lessons on Taking Any Business From Idea to Iconic Brand https://www.mheducation.com/cover-images/Jpeg_250-high/0071817646.jpeg?404URL=https://shop.mheducation.com/mhshopweb/images/no_cover_140.png
Table of Contents

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Program Details



Foreword by John Paul DeJoria
Acknowledgments

Part I
R&D

Chapter 1
Out of the Blue
Chapter 2
A Brief History of Tequila
Chapter 3
The Taste Test

Part II
Brand Building

Chapter 4
Hollywood Star
Chapter 5
By the Seat of Our Pants
Chapter 6
The High Life

Part III
Sustainable Development

Chapter 7
A Rude Awakening
Chapter 8
Loose Ends
Chapter 9
Patrón Today

Epilogue
No Regrets
Apertif
Marking the Patrón Way
Notes
Index