What is the best way to evaluate a spirits brand’s performance? Is it all about volume? Is it about value? Or, is there more to it than that? Do some brands deserve extra credit for pioneering a new segment, over-achieving in their given sphere, transcending their category? Johnnie Walker is one name that ticks most – if not all – of these boxes; Jameson is, arguably, another. But, what about Patrón Tequila?
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