Jose Cuervo competition seeks next Tequila Don

Jose Cuervo has opened entries to its new global bartending competition in a bid to unearth the next Don Of Tequila.

Jose Cuervo’s Tequila Master Don Francisco Hajnal Alfaro, who led a tasting at the launch event

A launch party at London’s Tonteria outlined the essence of a Tequila Don – a person who­ exhibits “uncompromising passion for quality” ­­– with a showcase of Margarita mixing, Mexican wrestling, and presentations detailing 250 years of Cuervo heritage, including a talk-through tasting with Tequila Master Francisco Hajnal Alfaro.

The prize for the winning bartender is a trip to Tequila, Mexico, where they will harvest their own crop of agave, blend the spirit, and keep the batch labeled with their name.

Juan Domingo Beckmann, CEO and 10^th generation Jose Cuervo family member, said: “Jose Cuervo has, over 250 years of family and company history, demonstrated the grit, expertise and 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.”

The challenge begins by calling bartenders to upload a picture of their own Tequila serve featuring either Jose Cuervo Gold or Jose Cuervo Silver to the Dons of Tequila website.

The top entries from each country will be summoned to the national finals, with the winning contenders taken to the Jose Cuervo distillery, La Rojeña, in Mexico, for the final round.