Avenida, an upscale Mexican restaurant in Greenwich, Connecticut, opened its doors on June 25th. Avenida seats 65 with a focus on high-end, top quality cuisine served with an exquisite selection of ultra premium tequilas. “For years I have searched out great Mexican food, which I believe is an underdeveloped food class in the U.S. I have also observed the way in which high-end Mexican restaurants in New York City have obtained a huge following and I adapted that concept in a smaller format, focused on the Greenwich market,” said Edward Carter, founder and owner of Avenida.

Taking advantage of the fact that ultra premium tequilas are the newest sought after spirit, Carter aligned Avenida with Partida Tequila. “We wanted to align with one ultra premium tequila that would be our house specialty,” said Carter. “After reviewing more than 50 tequilas, we decided that Partida was the perfect partner. It is similar to us in so many ways: relatively new, not over exposed, authentic, great packaging and most importantly offering the best taste and quality,” explained Carter.

Avenida has two Margaritas on their menu: the Partida Margarita made with 100% organic agave nectar and the Avenida Margarita made with Partida Tequila, Grand Marnier and fresh lime juice. “These two drinks have propelled Partida to success at Avenida,” Carter said enthusiastically.

Three weeks after the grand opening and many margaritas later, Avenida is on record for 30 cases of Partida sold. “Our customers say our margaritas are the best they have ever tasted,” said Carter excitedly.

Partida on the Menu:

Partida Tequila and the Partida Margarita with 100% organic agave nectar can be found on the menu of many restaurants and bars throughout New York City. Two of these accounts are:
Café Frida, an owner-operated Mexican restaurant located on Manhattan’s Upper West Side which offers all three marks of Partida.

Agave Restaurant located in the West Village features all three Partida marks and the Partida Margarita.

Partida Tequila Hailed as Classic Spirit of Mexico

In the July issue of Greenwich Magazine, Partida Añejo is described as a bright, elegant and particularly fine tequila.

To read the full article, click here:

Number 2: Sipping the Partida Sunset Margarita

Partida makes the Legends list of the top 25 fun and exciting things to do while enjoying time in the sun with a special cocktail served in Mohegan Sun’s bars and restaurants.

To read the full article, click here:

Partida Tequila Among the Select Few at Sigel’s Elite

Fine spirit’s store Sigel’s Elite opens doors with great flair featuring a cheese room, a fine spirits room, flat screen TVs, longtime wine expert, Mike Friend and shelves stacked with Partida Tequila.

To read the full article, click here:

Chef Thinks Outside the Box for Refreshing Summer Cocktail Pastry

Pierino Jermonti, Executive Pastry Chef at T. Cooks whips up a white chocolate Margarita pastry with Partida Blanco Tequila, strawberries and limes on the Arizona based morning show, Good Day Arizona. Watch and learn how to create this new twist on the Partida Margarita, dessert style.

To view, click here:

partida Now Playing at the Chicago House of Blues

On June 22nd, Partida Tequila and WLS-AM Radio partnered on a live broadcast of Chicago’s leading drive-time radio program, the Roe Conn Show, for the ‘Summertime Booze’ series at the Chicago House of Blues.

The House of Blues was packed with Roe Conn fans that came out to enjoy the live concert and Margaritas provided by Partida Tequila. There were live music performances by Rick Springfield, the Play Doctors and on-air commentary by the cast of the Roe Conn Show. “Roe Conn himself raved about how smooth Partida Tequila is,” said Nancy Minasola, Illinois/Indiana Regional manager, Partida Tequila. “Right before the toast, Roe Conn, host of the Roe Conn Show told the crowd to immediately go to the bar for a Partida Margarita to toast along with the cast members,” she added.

Partida Brings Tequila Experience to Neiman Marcus Shoppers

On July 29th, Partida Tequila joined forces with Mariposa Lounge located inside Neiman Marcus, Fashion Island, Newport Beach for a private Partida tasting event open only to Neiman Marcus shoppers from 6:30 P.M. to 8:30 P.M.

Sofia Partida led guests through a private tasting of all three Partida Tequila marks, selected Partida cocktails and light appetizers. The group of 73 people also enjoyed a jalapeño infused cocktail and the Partida Margarita. Tim Dinan, Southern California Regional Manager presented the Partida Margarita.

Georgia on My Mind

On July 12th, United Distributors of Georgia officially joined the Partida Tequila network. The kick-off meeting in Atlanta featured a mariachi band, light Mexican comida (food) and of course, a guided tasting of Partida Tequila. Mike Jaeger, president, Thomas Smitherman, Southeast Regional Manager and Sofia Partida were on hand to introduce Partida to the United Distributors’ sales force. Jacques Bezuidenhout, Partida Bartender Ambassador, was also there to mix Partida Margaritas with 100% agave nectar for a very receptive crowd of 80 at United Distributors.

“Georgia is the 6th state in tequila sales volume, and we’re excited to be moving forward,” said Smitherman. “The embrace Partida has received is second to none and it’s demonstrated by 60 placements of Partida made in the first week of being in the market,” Smitherman said enthusiastically

Partida is Well Received at the Annual Texas Package Stores Association Convention

Stephanie Downing, Partida Texas Regional Manager and Camilo Chavez, Mountain Desert Regional Manager responsible for Arizona, Colorado and Southwest Texas were both present at the Texas Package Stores Association (TPSA) convention held at the Hyatt Regency Hotel in Dallas on July 22. This annual convention is attended by TPSA members from single store operators to the largest liquor chains in Texas.

Stephanie Downing recalls the event:

“The convention went very well. We talked to hundreds of visitors about Partida, which was received very enthusiastically. The event started at noon and for the first hour and a half, Camilo and I had retailers inquiring about the marketing plans. We had the Market Watch magazine with the new ad so we could not only talk about it, but show it! Retailers in attendance included Twins/Reubens, Centennial, Sigel's, King Liquor and Gabriel’s, just to name a few. There was great support from all of them. Overall, it was a big success, with many new off-premise accounts established.”

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!

If you ever find yourself in Manhattan’s West Village, swing by Agave Restaurant, pull up a seat and ask for a Partida Paloma Linda. This cocktail, created by James Kirkpatrick, is a sweet and refreshing drink that complements Agave’s Mexican cuisine perfectly.

Partida Paloma Linda

1 oz Partida Blanco Tequila

2 oz Pineapple Juice

2 oz Grape Juice

Club Soda

Ice

In a Rocks glass add ice, Partida Blanco, pineapple and grape juice. Top off with club soda. Stir to mix all ingredients.

Partida Gains Publicity Online

Read what’s being written about Partida Tequila.

Rich Journey.com

TalkDrinks.com

Herbs and Your Cocktail

Herbs are used every day in kitchens around the world, but many people don’t know that they also play a big role in the spirits industry because many classic types of liquor are infused with herbs, roots, flowers, barks, etc.

There are thousands of herbs with different aromas, textures and tastes, and they vary greatly as they adapt to their environments and evolve to become unique to their region. Terroir is a big factor in how we develop our taste for herbs, spices and fruits just as it makes all the difference when producing a great tequila like Partida.

Understanding herbs and their unique qualities is very important as they can balance the final product, or throw it completely off. There are many different ways of extracting flavors from herbs such as muddling, pureeing, boiling, infusing or bruising. We can use these methods when creating cocktails, but we want to keep in mind the strength, flavor and aroma of the herb. For instance, if we want a strong flavor with more bitterness, we muddle the herbs to extract the oils and scents. This works best for mint. If we want to dilute the flavor of the herb, we can puree it which will remove most of the oils, flavor, color, aroma and complexity leaving only a slight bitterness. Bruising is great if you are just trying to give a hint of that herbal scent or to help enhance certain flavors to make it a bit more complex.

By using any of these methods, you can achieve many different levels of flavor and aroma, depending on how much of the herb you are using. Herbs are very versatile and we have to keep this in mind when using them in a cocktail.

Salud, Junior