Close Menu
News

Christina Mercado wins Tahona Society contest

American bartender and pastry chef Christina Mercado has been crowned winner of the Altos Tahona Society Competition 2025.

Christina Mercado, winner of Tahona Society Competition 2025
Christina Mercado (pictured centre) won the top prize of US$50,000

Mercado won the fourth edition of the Altos Tahona Society Competition, which took place in Guadalajara, Mexico, from 8-11 September.

She beat 10 other finalists from nine markets to win the top prize of US$50,000, which will be used to support her new C-Sweet sugar-alternative syrup brand.

The sustainability-focused contest challenges entrants to come up with an initiative that aims to create positive change in the bar industry and beyond. Held every two years, the contest invites hospitality workers from across the world to take part, including the US, Australia, Colombia, Canada, the UK, Mexico, and Italy.

The winning project, C-Sweet, produces syrups from a blend of natural sugars and fibres (agave inulin, chicory, artichoke, stevia, and monk fruit) to significantly reduce both calories and the impact of sugar in drinks commonly used by bartenders and baristas. For example, by using C-Sweet in a Margarita made with Altos Plata, the sugar content drops from 14.4g to just 1.5g and contains fewer calories at 151kcals, compared with 256kcals.

Mercado exclusively works with carbon-neutral and carbon-positive producers, which is in line with Altos’ sustainability values. The syrups also deliver value for money due to their competitive price point.

“C-Sweet is about reimagining sweetness in beverages in a way that respects both people and the planet. It’s about taking the next step towards a healthier future by reducing daily consumption of sugar – especially hidden sugars,” said Mercado.

“Winning the Altos Tahona Society Competition gives me the opportunity to scale this vision. I want to bring healthier, more sustainable choices to bars, coffee shops, retailers and homes worldwide.”

The competition also gave out additional prizes, including The Crowd Favourite. This award was given to Christina Botero of Colombia, who received a US$5,000 cash prize plus coaching to support her Shaking Lives project, designed to empower young people from vulnerable communities through hospitality training.

Meanwhile, Audrey Hands and Lucia Gonzalez of Mexico were awarded The Coaching Prize for Brindemos Bienestar, a technology-driven digital initiative promoting wellbeing in hospitality.

This year’s competition was judged by House of Tequila managing director Tim Croizat, Altos co-founder and global ambassador Dré Masso, Lush Life founder Lindsey Johnson, and coach and angel investor Lara Zimmerman.

In addition, all participating finalists will join the Tahona Launch Pad, a new programme designed to get high-potential projects off the ground.

Carlos Andrés Ramírez, global advocacy and PR director at Pernod Ricard’s House of Tequila, added: “Through the Altos Tahona Society Competition, we’re inspired by bartenders pushing boundaries to create lasting impact in our industry and beyond.

“The standard of projects this year has been truly exceptional, and C-Sweet stood out as a perfect example of innovation with purpose – combining health, sustainability and accessibility.

“We’re excited to support Christina on the journey of scaling this vision and look forward to seeing C-Sweet make a real difference in the drinks industry both on- and off-premise.”

Previous winners of the competition included Jenny Teasdale and Jeffrey Garcia from Colombia for their glass recycling scheme, Cuba-based Diana Figueroa and David Roque for their sustainable line of mixers, and Canada’s Alex Black and Makenzie Chilton with their mental health initiative.

Related news

UK licensing reform gets lukewarm response from on-trade

Everleaf thrives in UK on-trade

Career roadblocks threaten the future of the on-trade

It looks like you're in Asia, would you like to be redirected to the Drinks Business Asia edition?

Yes, take me to the Asia edition No

The Spirits Business
Privacy Overview

This website uses cookies so that we can provide you with the best user experience possible. Cookie information is stored in your browser and performs functions such as recognising you when you return to our website and helping our team to understand which sections of the website you find most interesting and useful.