How did tequila go from being a frat-boy fave to having a rightful place in the premium-spirits category? Lee Applbaum had a lot to do with it.

As global CMO for Patrón Spirits, Applbaum and his creative team have shaken up the category with novel activations that helped bump Patrón's sales up 6.6 percent last year.

From “Roca on the Rails,” a chartered train that introduced Roca Patrón to America, to the Patrón Social Club content platform, to the Art of Patrón virtual-distillery tour via Oculus technology, Applbaum has convinced discerning drinkers everywhere that Patrón belongs on their top shelf.

Food industry CMO, Marketing, Digital Marketing, Business, Social Media, Branding, Strategy Implementation, Corporate Strategy, Leadership,