Olmeca refreshes competition format

Pernod Ricard’s House of Tequila has introduced a new format for its annual Olmeca Shot Ring competition, which will take place from 26-28 April.

For the first time since its conception in 2019, the Olmeca Shot Ring competition will be headlined by a ‘star-studded’ roster of international influencers.

Carlos Andrés Ramírez, global advocacy manager at House of Tequila – Pernod Ricard, commented: “We’re so excited to be bringing back our Olmeca Shot Ring competition, and this year’s event is going to be bigger and better than ever before.

“For the first time, we’ve invited a 12-strong team of global influencers to showcase their very own shot-tail and ritual at our most epic grand finale yet as we search for a winning combination which embodies the Lucha Libre party experience, whilst showcasing a new, experimental way to enjoy our award-winning Olmeca Tequila.”

The Olmeca Shot Ring competition is the first global influencer shot ritual contest, and is inspired by the energy and theatre of Lucha Libre freestyle wrestling. The theme and format allows for both the participants and audience to immerse themselves in traditional Mexican culture.

Taking place in Bogotá, Colombia from 26-28 April, this year’s Olmeca Shot Ring contest will challenge 12 influencers from key Tequila markets across the globe, including host nation Colombia, as well as South Africa, China, Chile and Nigeria.

The influencers will be asked to craft their own experimental shot-tails and high-energy drinking rituals for their chance to win a four-day stay at the Olmeca distillery in Los Altos, Mexico, complete with an exclusive tour.

As part of House of Tequila’s responsible drinking ethos, all shot-tails featured in the competition will have an ABV below 25%.

The three-day event will culminate on 29 April, as the competition reaches its climax with the final fight, or La Lucha, where participating influencers will go head-to-head in two opposing teams.

The winning team will be announced live on the night, after which all participants and attendees will be invited to continue the celebrations at the after party.

With more than 800 consumers in attendance, the event will represent the ‘vibrant, Mexican fiesta spirit’ of the Olmeca brand and will include a line-up of live music and entertainment.

Ramírez added: “To get even more party lovers across the globe involved, we’re encouraging users to head to our new digital platform where they can vote for their number one shot-tail and ritual.

“It’s easy – bartenders, drinks enthusiasts and everyone in between can simply register online, check out each of the entries, and cast their votes ahead of the grand finale. To find out if their favourite takes the top spot, they can also follow the award ceremony live on the @olmecatequila Instagram page.”

Consumers can access the online voting platform from 10 April via www.olmecatequila.com/shotring, and must register their vote before the voting commences on 28 April.

All votes will then be combined with the results of the audience poll, plus those of the special guest judge panel, before the winning shot-tail is announced at the event’s grand finale.

Last month, Pernod Ricard-owned Del Maguey debuted its first ‘accessible’ mezcal.