In the spotlight - Bacardi & Patrón
By Michelle Russell | 4 August 2008
In its elegant decanter, Patrón is a symbol of the maturing Tequila market. Its traditional 'shooter and slammer' image is long gone and in its place is a much more sophisticated drink now sipped by suits in nightclubs and trendy bars. Yet there's nothing genteel or sophisticated about the legal bar-room brawl that broke out over the US$1bn brand last year.
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In its elegant decanter, Patrón is a symbol of the maturing Tequila market. Its traditional 'shooter and slammer' image is long gone and in its place is a much more sophisticated drink now sipped by suits in nightclubs and trendy bars. Yet there's nothing genteel or sophisticated about the legal bar-room brawl that broke out over the US$1bn brand last year.
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