Part II: A Talk with Patron CMO Lee Applbaum

Dear Client:Earlier this week, we published a piece on Patron's new tequila collection, Roca Patron [see WSD 07-16-2014], in which WSD spoke with Patron Spirits cmo Lee Applbaum. Today, we'll share the rest of our conversation with Lee as he discusses category trends and marketing strategies.INCREASING COMPETITION FOR HIGH-END TEQUILA: There has been a rush of activity in the high-end tequila in 2014: Diageo purchased DeLeon and Peligroso, Beam Suntory partnered with celebrity Justin Timberlake to create Sauza 901 and