In a recession it's easy to get bogged down by reports of consumers trading down and increased discounting by major suppliers. Sure consumers are changing and at times the industry has struggled to adjust, but it's not all bad news. We spoke to John McDonnell, the coo at Patron Spirits Company, who spoke candidly on Patron's strategy in the recession. Unlike many of its competitors, Patron hasn't discounted its brands or offered coupons. Quite the opposite, in fact, as Patron has maintained its advertising spend and focused on long term growth. Clearly it has worked well for them because all their brands posted growth last year. So sit back, dear reader, as you are a fly on the wall.