Jose Cuervo launches bartender contest

Premium Tequila brand Jose Cuervo has set out to find the next “Don of Tequila”, with the victorious bartender being granted a personal Tequila blend labelled under their own name.

H9l7D4UMF-JtU1179u48ckxPPFv4L5_WVyLbvpwe7EMThousands of bartenders from 17 countries are being called upon to enter the competition, which Jose Cuervo describes as “the first of its kind”.

The unique prize for the winning bartender includes a trip to Tequila, Mexico where they will harvest their own crop of agave on the Jose Cuervo estate, blend it into a bespoke Tequila and win the batch, labelled under their own name.

The winning bartender who will be named the next “Don of Tequila” is expected to “epitomise the expert craft, passion and bravery required to make the world’s most popular Tequila.”

Commenting on the launch of the competition, Juan Domingo Beckmann, CEO and 10th generation Jose Cuervo family member said, “Jose Cuervo has, over 250 years of family and company history, demonstrated the grit, expertise and an uncompromising passion for quality required to be and to remain the world’s number one Tequila.

“Becoming a Don of Tequila is the ultimate accolade which is only awarded to those who truly deserve it. We’ll be setting bartenders all over the world challenges that demonstrate their creativity, passion and worthiness of the ‘Don of Tequila’ title,” he said.

Aspiring “Dons” can compete for this prize by first uploading a photo of their own Tequila serve, inspired by one of the current Dons, at

The top entries from each country will compete in national final events in July 2015, where they will be tested on their abilities to “capture the spirit of the Dons” and knowledge of Jose Cuervo and Tequila.

The winners from each country will then be taken to the Jose Cuervo distillery, La Rojeña, in Tequila, Mexico for a final global showdown.

The competition is one aspect of a long-term education platform, the heart of which is the Dons website.

The site will tell the stories of the current Dons of Tequila and feature a selection of drinks recipes crafted and demonstrated by head barmen from La Rojeña.

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