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Patrón and EBS collaborate to boost ‘respect’ for Tequila

Bacardi-owned Patrón has partnered with the European Bartender School (EBS) to increase “education, knowledge and respect” for the Tequila category.

Sarah Södersten, Patrón brand ambassador, studied at the European Bartender School

As part of the partnership, Patrón will host students from the EBS at the Hacienda Patrón in Mexico for the Tequila Expedition, a hands-on exploration of Tequila that includes visits to agave fields and multiple Tequila distilleries.

Lee Applbaum, chief marketing officer at Patrón Spirits International, said: “I’m proud that Patrón has had the opportunity to work very closely with the European Bartender School.

“The scale of bartending talent that comes up through the 28 schools is unrivalled across the industry, the sheer skill and knowledge instilled in their students is something we strive for through our own initiative the Patrón Perfectionists Cocktail Competition.”

Patrón will deliver Tequila masterclasses and workshops in key European schools as part of the collaboration with the EBS.

Sarah Södersten, Patrón brand ambassador in Benelux and the Nordics, said: “The European Bartender School was the springboard that launched me into the world of bartending.

“The mix of practical, hands-on bar training and spirits theory really gives you an advantage when you start your bartender career, and the school is teaching its students strong values of commitment whilst setting a high standard for the industry.

“I couldn’t be prouder to be supporting EBS with Patrón, joining our forces to challenge cocktail conventions on our path towards perfection.”

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