Altos Tequila Relaunches the Tahona Society

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Altos Tequila Relaunches the Tahona Society

Who says drinking can’t be for a good cause? This September, Altos Tequila will be relaunching the Tahona Society, a contest challenging bartenders to come up with a new sustainable event or project that benefits customers the community or the environment. Oh, and lets not forgot a prize of $50,000 to bring that concept to life! Additionally, the first ever Henry Besant Scholarship, named after the late Altos Tequila co-founder and valued at $10,000, will be awarded to a rising bartender to fund a technical course for their career advancement.

With so many cocktails for a cause, drink pink (breast cancer), or similarly themed events with great causes in mind, this is a new approach to cocktail competitions in response to consumer appetite for cleaner greener bar practices. Mixologists from 22 countries around the world will submit a project based on one of five collective spirit categories:

  • Bartender welfare; improving the working life and health of hospitality employees
  • Social engagement; improving lives in the local community around their bar
  • Upcycling and recycling; getting creative to avoid anything being thrown away
  • Waste reduction; trying to reduce consumption of energy and precious resources
  • Sustaining the environment; protecting animals and cultivating crops sustainably

“Local training is taking place across the 22 countries, including the UK, USA and Mexico, in the form of two-days educational events, designed to inspire bartenders about the quality and provenance of Tequila and the importance of sustainability in bartending. After the immersion, contestants have one month to hone their creations and submit them online at”

Bartenders from around the world can register their interest on the Tahona Society Facebook page or The Tahona Society Collective Spirit Competition website ( and are invited to contact Altos Tequila representatives in their markets for more details. Finalists will be treated to a week of specialized Tequila training as well as hands-on workshops alongside business, marketing and start-up experts who’ll advise them on how to prepare the perfect pitch for the judges in the global finale.




Alex is a full time consultant with 10+ years experience in the wine & spirits + consumer packaged goods industries. He is not a professional bartender, but is BarSmarts certified and makes a mean caipirinha. When not writing, Alex can be found traveling, spending time with his family, or bar hopping.

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