Patrón Spirits’ CMO Lee Applbaum Discusses Brand Authenticity and Connecting with Consumers’ Evolving Interests

Ask Lee Applbaum about success, and he'll tell you that it can sometimes be your worst enemy. Patrón is the world's best-selling premium tequila, but he admits that few understand the process and people behind the brand's quality and authenticity—and, ultimately, its uniqueness. Despite its global scale and mass distribution, Patrón is hand-crafted in small batches to produce a super-premium product.

 

Speaking earlier this month at the ANA's Brand Masters conference on the "Patrón Paradox," he reminded the marketer audience that it takes 60 hands to make a bottle of Patrón tequila. Not only is it a luxury brand with great style and swagger, but Patrón has never paid for an endorsement or a tweet.