Patron could be the only liquor to get name-checked harder than Grey Goose and Cristal in the Aughts. Tequila snots might even tell you that this isn't as good as some other brands on the market, but who cares? This tequila brand transformed the category and made itself the premium mark. Wonderful job. We'll have another, thanks.
YOU AUGHTA KNOW:
The Patron Spirits Company was started in 1989 by Paul Mitchell Systems co-founder John Paul DeJoria and entrepreneur Martin Crowley, not Paul Mitchell.