Altos Margarita Masters returns to UK
Pernod Ricard-owned Altos Tequila will host the second iteration of its Margarita Masters competition in the UK this month.
Following its ‘successful’ debut last year, the Altos Margarita Masters contest invites bartenders in the UK to put their own spin on the Tequila-based cocktail for the chance to win a trip to Mexico.
Participants are tasked with submitting a Margarita recipe inspired by a personal story or experience, and using a minimum of 35ml Altos Plata or Altos Reposado.
The regional heats kicked off with a London final at Café Pacifico on 9 October, while entrants in Birmingham will compete tomorrow (15 October).
Entries for the Edinburgh heat close today (14 October) with participants competing on 21 October at cocktail bar Chancho.
There’s also one week left for Manchester bartenders to submit their entry (21 October), with the round taking place at Blinker Bar on 28 October.
The winners from each heat will be invited to compete at the final in London, held at Notting Hill bar Viajante87 from 1pm to 6pm on 13 November. Judges will evaluate entries on taste, appearance, creativity and overall presentation.
The champion will receive a trip to Mexico to visit the Altos distillery in January 2025, while each regional finalist will be awarded a £1,000 (US$1,300) cash prize.
James Bremner, on-trade channel director for Pernod Ricard UK, said: “We’re delighted to be bringing this competition back for the second year in a row as last year’s event helped us not only build advocacy with the trade, but also solidify Altos as a key player in the Tequila boom happening across the on-trade right now.
“Whilst Tequila has long been part of the fabric of the on-trade, there is also a shift to premium styles happening in this channel, through longer serves and cocktails, including the Margarita, which entered the top 10 cocktails for the first time [CGA Mixed Drinks Report 2024], showing it continues to capture consumers imaginations.”
The winner of the inaugural Margarita Masters competition in 2023 was Maeve Hurson from Paloma Café in London.
To enter the Edinburgh and Manchester heats, entries should be submitted to AltosMargaritaMasters@pernod-ricard.com.
Earlier this summer, Pernod Ricard launched its inaugural advertising campaign for Altos in the UK.
Altos became the number-one premium 100% agave Tequila in the UK off-trade this year, after the brand grew by 8% in value in 2023.
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