Patrón launches Margarita of the Year quest
Patrón Tequila has enlisted seven bartenders to create seven different Margaritas in a bid to find the Margarita of the Year 2016.
Each participating bartender was tasked with creating a Margarita serve that reflects both their personal influences and the tastes and trends of their local cities.
The recipes for the seven styles of margaritas – herbal, spicy, smoky, savory, modern, tropical and classic – can be found at MargaritaOfTheYear.com, where people can log in and vote for their favourite once a day until 15 April. Consumers will also be invited to vote at various Patrón-sponsored events over the coming months.
The three most popular styles will then be showcased at a pre-Cinco de Mayo event in New York, where the Margarita of the Year will be named.
The competition got under way on 22 February, known as National Margarita Day, with the winner set to be unveiled in April ahead of Cinco de Mayo.
“On National Margarita Day, Cinco de Mayo, or any day, there is no specific style of Margarita that’s the ‘right’ one. However, this world-class cocktail always deserves an equally world-class tequila, and that’s why Patrón is so excited to celebrate and share in its rich history,” says Lee Applbaum, Patrón’s Global chief marketing officer.
“We didn’t invent the Margarita, but we certainly perfected it, and our search for 2016’s Margarita of the Year celebrates the increasing popularity, incredible versatility, and fascinating backstory of this iconic cocktail.”
The seven competing cocktails were created by Stephen Halpin from Dallas (smoky Margarita), Bettina Barnoczki from Miami (tropical Margarita), Jordan Corney from San Antonio (spicy Margarita), Ryan Brown from Tampa (herbal Margarita), Laura Newman from Brooklyn (savory Margarita), Rosie Ruiz from Los Angeles (modern Margarita), and Andrés Moran from Guadalajara, Mexico (classic Margarita).
Earlier this year, the participating bartenders met at the Hacienda Patrón distillery in the Highlands of Jalisco, Mexico, to prepare their recipes.
The Margarita of the Year site features videos and interviews from that gathering, including video guides detailing how to prepare each cocktail. The site also contains downloadable recipes, a history of the serve history, and stories about the evolution of the cocktail.
The Margarita of the Year initiative follows a busy 2015 for Patrón, with the brand introducing new 1-litre bottle formats for travel retail, and founding a partnership with renowned crystal house Lalique.