The Patrón Spirits Company, based in Las Vegas, Nevada, was formed in 1989 by Martin Crowley and John Paul DeJoria, a co-founder of John Paul Mitchell Systems.
In 2000, Ed Brown took over as CEO, and began to distance the Patrón brand from the reputation of tequila in the US as a bad-tasting spirit and what people drank for extremely quick intoxication. Following the advertising strategy of Grey Goose, Patrón presented its tequila as "premium" and signalled "taste and sophistication" through individually-numbered glass bottles. The target audience is mostly vodka drinkers in nightclubs and trendy bars. Through persistent references by country music and hip hop singers, and by Lil Jon in particular, Patrón has become a fixture of popular culture. -Source: Wikipedia