The Patrón Way (Online Event)

Jun 25, 2020, 3:00 – 4:00 PM

In 1988 South African-born Ilana fell in love with Martin Crowley, and soon thereafter the world’s number one selling ultra premium tequila was born. This is her story of their love child, Patrón. An unsung heroine in building the brand that changed the face of the liquor industry, was involved every step of the way, from unprecedented marketing strategies to each complex detail of its operations.

Virtual event

About this event

This is an online event so everyone is welcome. It will take place on Zoom at 5pm SAST / 8am PST on 25th June 2020. Our Director of Cape Town, South Africa will be leading the chat.

In 1988 South African-born Ilana met and fell in love with Mr. Martin Crowley, and soon thereafter the world’s number one selling ultra premium tequila was born. This is her story of their love child, Patrón. An unsung heroine in building the brand that changed the face of the liquor industry, was involved every step of the way, from the ingenious and unprecedented marketing strategies to each complex detail of its finance and operations. Together they are credited with creating the ultra-premium category and triggering the “premiumization” of brands - a major business growth vehicle adopted by all top liquor brands to sell superior quality exclusive beverages at a high cost.

Besides her involvement in the building of the Patrón brand in its earlier days, she is also the founder and president of IE Financial Services, now in its 35th year, which provides a range of financial and retirement services exclusively to school employees and maintains over 2,000 long-standing clients.

Ilana is the author of The Patron Way which tells "the untold inside story of the world's most successful tequila...". She 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.

A Bit About Patrón

Patrón is a brand of tequila products by the Patrón Spirits Company with 40% Alcohol in each bottle. Patrón Tequilas, like all tequilas, are produced in Mexico from the "maguey" (heart or core) of the blue agave plant. The original Patrón Tequila was produced by Casa 7 Leguas, one of the oldest Mexican distilleries. St. Maarten Spirits (owners John Paul DeJoria and Martin Crowley) purchased the brand rights in 1989 and in 2002 production moved to a new distillery. In January 2018, Patrón was sold to Bacardi, the world's largest privately held spirits company, for $5.1 billion. - Wikipedia

Check out what happened

Speaker

  • Ilana Edelstein

    The Patron Way

Moderator

  • Guillaume de Smedt

    Bevy

    Product Manager

When

When

Thursday, June 25, 2020
3:00 PM – 4:00 PM UTC

Agenda

Welcome + Intro
Fireside Chat
Virtual Networking

Hosts

  • Guillaume de Smedt

    Bevy

    Product Manager

  • Jessica Acosta Jaquez

    Startup Grind

    Director

Organizers

  • Jessica Acosta

    SmartSpace AI

    Director, Startup Grind OC/Irvine

  • TJ Kinion

    Sofar Ocean

    Co-Director, Startup Grind OC/Irvine

Global sponsor

Dell Technologies logo

Dell Technologies

Partners

Eureka Building logo

Eureka Building

LearningFuze logo

LearningFuze

Braid Theory logo

Braid Theory

GD BRO Burger logo

GD BRO Burger

Operate logo

Operate

OC Startups Now logo

OC Startups Now

Peak Mindful logo

Peak Mindful

Ideas Platform X Corporation logo

Ideas Platform X Corporation

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