Did Patrón Really Fool the World? The Truth About the Premium Tequila Myth
In the age of internet debunks and retroactive cynicism, a popular narrative has taken hold about Patrón tequila. A story about two American entrepreneurs who put an average spirit in a hand-blown bottle, slapped on a $40 price tag, and “convinced the world that tequila could be premium.” This neat and tidy tale, however, relies … Read more





