Dale DeGroff takes us on a tasting tour of tequila in this month's issue of Avery Cardaoza's Player that features Ruby Partida, his own creation made with Partida Tequila Reposado.

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Partida Blanco hailed as one of the best in sipping tequilas

Anne Slowey, fashion director and accessories editor of Elle magazine chronicles her day in New York magazine which included an evening with friends, nachos and two glasses of Partida Anejo.

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Top Tier Mixologist for Top-Shelf Tequila

The Partida team is excited and proud to bring on highly acclaimed mixologist, Junior Merino. As a certified sommelier and creator of numerous unique cocktails, Junior is an up & coming star in the wine and spirits field.

Having grown up in Mexico where he was exposed to many different spices and tastes, Junior is capable of concocting the most unique cocktails. His experience proved to be fruitful when he competed against bartenders from across the country in the 2005 International Bar Show's contest for the best cocktail. Junior's "Coming Up Roses" was awarded first prize.

Junior has been featured in major publications including The Restaurant News, The Cocktail Times and Women's World Daily, in addition to various international publications.

With this kind of background Junior is a perfect fit for the Partida Team. "I have a passion for this industry and in particular a passion for Partida," said Merino. "It is always so much fun to work and be creative with a spirit as versatile as Partida Tequila."

Partida Towers over Competition at Chicago Tasting

Partida Tequila stood head and shoulders above the competition at the annual March Glazer's Spring Tasting held at the Cadillac Club inside Soldier Field (home of the Chicago Bears). Competitors at neighboring tables could only look on with envy as the crowds waiting to taste grew around the Partida tasting table. Nancy Minasola said, "It was so much fun to see the ratio of customers flocking to our table versus theirs. It was 50 to 1!"

The highlight of the Glazer's Tasting was a preview of the Partida Margarita --visitors kept coming back and waiting in line for another taste of this refreshing new take on America's favorite cocktail. Local Mixologist Todd Appel supported Nancy at the event. He did an outstanding job keeping up with the demand for the Partida Margarita and building the momentum that is becoming synonymous with Partida Tequila.

Partida Tequila Expands Distribution to Washington State

On Thursday, March 1st, Partida Tequila launched the estate grown, award-winning Partida Añejo in Washington State with Young's Market Washington handling distribution. Gary Shansby, founder and CEO, Mike Jaeger,president, Valerie Villalta, Northern California and Pacific Northwest Regional Manager, and Sofia Partida were all on hand to introduce Partida to the Young's sales force. Partida Bartender Ambassador Jacques Bezuidenhout mixed some of his signature cocktails to showcase the finer points of Partida Añejo.

"Washington is my home state and I'm thrilled to launch Partida here," said Gary Shansby who received his B.A. from the University of Washington in 1959.

If you would like to be featured in an upcoming issue of the Spirit Bird Sentinel, please forward your sales success stories to newsletter@partidatequila.com. Pictures to go along with your story always help!

New Partida mixologist Junior Merino mixed his signature Partida cocktails at two high-profile Latino events in New York City recently. On February 21st Partida was the sole tequila served at an event hosted by SAGARPA, a Mexican governmental organization responsible for the promotion of authentic Mexican agricultural products. SAGARPA debuted Sabores, a Zagats-like guide to leading Mexican restaurants. Many of NYC's leading Mexican restaurants served signature dishes at the event - all paired to Partida cocktails - while leading Mexican culinary figures received awards for their contributions to promoting authentic Mexican cuisine. Junior himself received an award for his contributions to mixology Mexican style.

Partida was present again on February 28th at 'A Slice of Latin America,' a gala festival fundraiser for the Hispanic Children and Families Foundation. Over 30 restaurants were present as were numerous leading spirit brands. Junior again mixed an array of his original cocktails, which were in high demand from the crowd of over 500 including many leading figures from New York's Hispanic community. Empire Distributors in New York supported Partida Tequila at both events.

Premier Promotes Partida Tequila at Major Orlando Culinary Event

On Thursday, March 1st, Partida Tequila sponsored Industry Magazine's Dining Industry event held in Orlando, FL. Mark Pruckner, Regional Brand Manager, Premier Beverage, represented Partida Tequila. Here is his first-hand report:

"The Dining Industry event worked very well. Partida was the best attended table. People were overheard speaking about Partida throughout the evening and at other tables!"

"Participants were eager to hear the story of Partida and loved our Tequila. We tasted Blanco and Añejo. Most people were willing to taste it neat. For those who wouldn't, we made them Yes! Yes! Yes! And they LOVED it! About 750 people attended, and they were a perfect audience to target. Many people in the service industry were there. It was one of the better tasting events I have ever worked.

I'd like to thank Jason Shapiro and Tony Galvin of Premier Beverage for helping with the booth. It was so busy that two of us were needed at the table at all times."

Can a drink really make you say yes? Try it for yourself and say...

Y.E.S! Y.E.S! Y.E.S!

3 oz of Partida Tequila (Blanco preferred)
1 1/2 oz. of grapefruit juice
Shake, serve over ice and tap with ginger ale
Garnish with a citrus fruit

This cocktail created by Juan Coronado of Sortie was served at Industry Magazine's Dining Industry event was originally made for "Success & the City" Season Two benefit event at Diane von Furstenberg Studio.

Partida Margarita
With 100% organic agave nectar

The Partida Margarita, simply the best margarita ever. Partida Tequila is reinventing America's favorite cocktail by adding pure organic agave nectar to enhance the agave taste. This is similar to the Margarita recipe made World famous by Julio Bermejo at Tommy's Mexican Restaurant in San Francisco.

Partida Agave Nectar Margarita

1½ oz Partida Blanco Tequila

1 oz Fresh squeezed lime juice

¾ oz Agave Nectar

3/4 oz Water

Shake all ingredients with ice in a shaker. Strain over fresh ice into a Margarita glass or Old-Fashioned glass.

Taste for Balance.

Note: Though the recipe calls for Partida Blanco, adding Partida Reposado and Añejo will also make the perfect Partida margarita.

Partida Tequila Advertising Has Captive New York Nightlife Audience

A night out in New York usually includes taxi hopping. Now a Partida Tequila video ad, as part of a revolutionary new advertising concept, is running on a screen installed for the viewing pleasure of taxi passengers. The concept is being test marketed in New York City in 100 taxis to start, with plans for expansion based on TLC (Taxi and Limousine Commission) approval. The technology driving this concept allows ads to be designated to run when taxis are in specific zone during designated times. So Partida can reach the New York nightlife crowd with our messages where we want and when we want!

Click here to see the Partida NYC taxi ad:

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As Easy as 1 2 3 4 5 Junior's Five Tips for Making the Perfect Cocktail

"There are five elements when creating a great cocktail.

The first is presentation. The general appearance of the drink is very important. Esthetics go a long way as it is universally known that pretty things get the most positive feedback.

The second element is aroma. It is customary to get the bouquet from a glass of wine to understand the essence. The same holds true for a great cocktail.

The third and most important element is taste. Taste is the confirmation of what people see and get from the aromas!

Balance and proportion of ingredients is the fourth element of utmost importance. One must strike the right balance. The ingredients have to work together to produce a smooth and balanced taste.

The fifth and final element is the human factor. Let's face it; a machine would not be able to produce a cocktail that tastes the same as that of a mixologist! A person puts their passion, respect, dedication, and understanding into the cocktail.

Put these five factors together along with a little practice and training and you too can create a great cocktail."

—Junior