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Ilana Edelstein -- The Patron Way: From Fantasy to Fortune

Live Talks Business Forums

Tuesday, June 25, 2013 at 5:30 PM (PDT)

Los Angeles, CA

Ticket Information

Ticket Type Sales End Price Fee Quantity
General Admission Ended $20.00 $2.09
General Admission + Book Ended $40.00 $3.19

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Event Details

Live Talks Los Angeles invites you to:
a late afternoon Business Forum with:

Ilana Edelstein
author, The Patron Way

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

 


 

Tuesday, June 25, 2013
5:30pm  Reception

6:30-7:30pm  Forum

Gensler
500 South Figueroa Street
Los Angeles, CA 90071

$20 includes reception, $40 includes The Patron Way


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.

Ticket sales are final. We recognize that reasons arise to cancel, so we will happily offer a credit to a future event.

Have questions about Ilana Edelstein -- The Patron Way: From Fantasy to Fortune? Contact Live Talks Business Forums

When & Where


Gensler
Downtown Los Angeles
500 S. Figueroa Street
Los Angeles, CA 90071

Tuesday, June 25, 2013 at 5:30 PM (PDT)


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