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Two years ago, when Lee Applbaum joined Patrón Spirits as CMO, the casual observer might have thought he had a breezy job ahead.
After all, in the '90s Patrón had already accomplished the hitherto impossible task of getting tequila—the dorm-room and Sunday brunch choice for high-potency margaritas—onto the top shelf. With its hand-numbered bottles trimmed in silk ribbons and fitted with round head corks, plus aged, small-batch varieties like Patrón Reposado, the company recast tequila as a complex liquor worth savoring—and ponying up $49 for.
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