Aaron Alpeter sits down with Margarita Bello, who leads client work and strategy at Izba and used to be VP of Operations at Next Century Spirits, to talk about Patrón and a rule that keeps tequila in Mexico. In February 2025 the Consejo Regulador del Tequila suspended Patrón's export certification for about four days over a US ad campaign. They get into how a regulator can do that, how Patrón still makes tequila by hand, where the money goes in a bottle of spirits, and what a new brand needs to survive.
