NEW ORLEANS, LA (September 24, 2026) – Tales of the Cocktail Foundation today announced a new collaboration to bring the Tales of the Cocktail Foundation’s AGAVE MASTERS™sponsored by PATRÓN Tequila to the US and Cruise hospitality communities, beginning this September. The competition is built to reflect what actually happens in a bar, a crew working together to bring all the right ingredients into one memorable guest experience, rooted in agave knowledge and the standards set by PATRÓN.
Unlike traditional bartender showdowns, AGAVE MASTERS™is built around the “Perfect Team”; two hospitality professionals, including at least one bartender or drinks lead, who join forces to create an original PATRÓN cocktail, and articulate how their partnership elevates the guest experience.
The competition will unfold in stages, moving participants from education to execution;
- Entry Challenge – Teams submit a signature PATRÓN serve, a written statement on their partnership, and a mandatory serve image.
- Desktop Judging & Virtual Interviews – A panel including brand ambassadors, past winners, and industry operators reviews entries and interviews shortlisted teams on their team chemistry, agave knowledge, and hospitality instinct.
- Live Final – Finalists compete across three rounds: The Pitch, where teams present their concept; The Prep, an Agave IQ Challenge testing tequila category and production knowledge; and The Pour, a real-service showcase of a connected three-drink menu for judges, trade, and guests.
- AGAVE MASTERS™ Mexico Summit – Winning teams from each participating market will be invited to the inaugural AGAVE MASTERS™ Global Summit held in Guadalajara and a two-day immersion at Hacienda PATRÓN, nestled in the Highlands of Jalisco where every drop of PATRÓN is created from start to finish.
The competition will launch alongside PATRÓN AGAVE MASTERS™ in the United Kingdom, Canada, and Spain, each adapted to reflect and inspire local hospitality communities. With education a key part of the program’s mission, available exclusively through the program and at no cost to members, is the WSET AGAVE MASTERS™ qualification. This course gives bar professionals the opportunity to deepen their knowledge of the category and earn a formal credential, as well as having access to always on-education including masterclasses, mixology training, and insight into the trends shaping the bar community, with new content added regularly.
“AGAVE MASTERS™ is a celebration of what two people can build together,” said Charlotte Voisey, Executive Director of Tales of the Cocktail Foundation. “This sponsorship with PATRÓN reflects everything we believe about hospitality: that mastery is a craft so often deepened with others, and that the best guest experiences are built by teams, not individuals.”
“From field to bottle, from the bottle to the bartender’s hands, and from those hands to the guest – that is the journey we want every team in this competition to tell,” said Lauren Mote, Global Director, Agave On-Trade & General Manager, Hacienda PATRÓN Brand Home. “We’re proud to work with Tales of the Cocktail Foundation to bring this to the trade communities that make hospitality what it is.”
To learn more about Tales of the Cocktail Foundation’s AGAVE MASTERS™ sponsored by PATRÓN Tequila, please visit the TOTCF website.
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About PATRÓN Tequila
From hand-harvesting the highest-quality 100% Blue Weber Agave, to the traditional, time-honored distillation process — PATRÓN Tequila is crafted with meticulous precision and care. Though PATRÓN has grown to become one of the most recognized and respected luxury spirits brands in the world, it is still exclusively produced in the Highlands of Jalisco, Mexico, in the same small batches and with the same commitment to quality and craftsmanship. For more information about PATRÓN Tequilas and Liqueurs, please visit www.patrontequila.com.
PATRÓN is part of the portfolio of Bacardi Limited, headquartered in Hamilton, Bermuda. Bacardi Limited refers to the Bacardi group of companies, including Bacardi International Limited.
THE PERFECT WAY TO ENJOY PATRÓN IS RESPONSIBLY.
©2026. PATRÓN, ITS TRADE DRESS AND THE BEE LOGO ARE TRADEMARKS.
HANDCRAFTED IN MEXICO. TEQUILA – 40% ABV (HECHO EN MÉXICO)
About Tales of the Cocktail Foundation:
Tales of the Cocktail Foundation is a non-profit organization dedicated to empowering the global hospitality industry through education, advocacy, and community support. As the world’s leading spirits education platform, the Foundation provides year-round programs and initiatives that foster professional growth and drive meaningful change. Each July, the industry gathers in New Orleans, the beating heart of cocktail culture and hospitality, for a one-of-a-kind conference that blends education, networking, and celebration like no other. Guided by its core pillars—Educate, Advance, and Support—the Foundation’s impact extends far beyond the U.S., reaching professionals and communities around the world.
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