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Smoking is bad for us. We all know that. And drinking, when done to excess, is unhealthy too (actually, a new study suggests that any amount of alcohol is unhealthy, but then again, so’s being alive).

Patrón was the first ultra-premium tequila and remains one of the world’s best-selling spirits. Recently, we sat down with Lee Applbaum, the company’s Chief Marketing Officer to discuss Patron's ...

While the overall popularity of tequila keeps growing steadily, the ultra-premium category is experiencing exponential growth, representing 38% of the overall tequila category, according to Nielsen.

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