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Dear Friends and Fans of Partida Tequila,
Thank you for your support of Partida this past year. While we had a productive 2007, we are determined to make 2008 our ‘break-out’ year – when Partida is literally and figuratively on the lips of every tequila lover. In ending this year, I’d like to talk about ‘Selling Dreams.’
A revolution is afoot, marking a fundamental change in how people purchase and enjoy products. This revolution is fueled by those who are imposing their will, tastes, and desires to force a transformation in the way companies connect with them. The traditional methods of the past are failing. The bigger companies have lost their focus, intensity, passion and “dreams.” All opportunities and growth are coming from non-traditional entrepreneurs who move quickly, are very decisive, show passion and drive, and turn their dreams to reality.
As you know my dream is to make Partida Tequila the most successful premium spirit brand of the early 21st Century. To accomplish this, we need to offer an exceptional experience, engage tequila lovers emotionally and fulfill dreams. We need to spark life in a world of glamour, humor and fun. We have created a fantastic product; now we must create desire and fascination.
Dreams are difficult to define, and even more difficult to fulfill. To sell dreams we have to scrap scientific market analysis for a more intimate art of interpreting dreams. The craft of selling dreams requires continual surprise through a poetical transformation of reality into romance. To succeed, we have to touch our customers’ dreams.
What does it take to make dream become reality? Creativity — but not the abstract kind. Since creativity implies the risk of exploring new ideas and setting new trends, a company must be culturally committed to creativity. Constant curiosity, emotional intensity, visible passion and fanaticism for perfection are what drive the people I admire the most.
We can and will make our dreams reality. We cannot just plan and talk about what we want Partida Tequila to be—we have to make it happen. This will drive us from this point forward.
Keep dreaming and driving onward.
Happy Holidays,
Gary Shansby
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Jimmy's Partida St. Bruno
Looking for something other than the traditional eggnog this holiday season? Why not try Jimmy’s Partida St. Bruno featured in Jill DeGroff’s 2008 Culinary Caricature Culinary Calendar?
Jimmy's Partida St. Bruno
3 oz. Partida Blanco Tequila
3/4 oz. Chartreuse V.E.P.
Exceptionnellement Prolongé
2 sprigs of mint
2 orange slices
½ oz. organic egg white
Dash of Peyschaud Bitters
Preparation:
Lightly muddle 1 spring of mint
with the juice of 1 orange slice
and a dash of bitters. Add Partida
Blanco and Chartreuse. Stir and
serve up in a cocktail glass.
Garnish: use orange slice cut on the rim of
the glass to hold mint in place.
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Partida Margaritas All Around at Paloma Blanca
New Partida Bartender Ambassador Jeret Pena was on-hand mixing up Partida Margaritas at a Partida tasting conducted at Paloma Blanca in San Antonio. Guests had the opportunity to try all three Partida tequilas and the Partida Margarita while a Mariachi band played in the background.
Partida Mexican Dinner at Mariachi Bar in San Antonio
Over 25 people turned out for a Mexican pairing dinner hosted by Partida Tequila at Mariachi Bar in San Antonio. The Cortezes, owners of Mariachi Bar and Mi Terra, were available to personally introduce consumers to Partida Tequila.
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Agave Mini Cooper Flaunts Partida Tequila around Chicago
The Agave Bar and Grill Mini Cooper will be cruising around Chicago in 2008. The promotional vehicle bearing the Partida Tequila logo will be parked at outdoor events throughout Spring/Summer all over the city.
Carnivale Staff Introduced to Partida
Thirty Carnivale staff members attended a training session and tasting in Chicago conducted by Sofia Partida and Nancy Minasola. Alex Fowler, Chicago Bartender Ambassador, demonstrated the proper way to mix the Partida Margarita with 100% organic agave nectar and the Yerba Buena with Partida Reposado, fresh mint, fresh squeezed lime juice, organic nectar and ginger beer.
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| Confessions Continue in Atlanta
On December 12, Partida Tequila and United Distributors joined forces for one in a series of ‘Tequila Confessions’ at Tin Lizzy’s located in Atlanta that promote Partida Tequila as the true spirit of tequila. Marita Leonard, a Partida Bartender Ambassador, was on-hand to take tequila confessions and to introduce traumatized tequila drinkers to an ultra-premium tequila while being recorded.
“Everyone loved the idea of confessing to their worst tequila experience and lots of people had confessions. Everyone there definitely left knowing the Partida name and what a superb tequila is it as well as how unique the Partida Margarita is,” said Sonia Smith, Manager of United Distributors manager in Atlanta, GA.
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Partida and Inspirit Bring the True Spirit of Tequila
to Christmas in London
“On 28th November, Partida and Inspirit Brands hosted a pre-Christmas drinks reception for 120 bartenders and bar owners, press and tequila connoisseurs. Six Fitzroy Square, one of London’s finest examples of Georgian architecture, became home to Partida’s extended familia for the evening.
The Worldwide Cocktail Club served up Partida Margaritas and their own light and fluffy Cloud 9 Margaritas, while guests sipped on Partida Reposado and Añejo alongside delicious canapés specially created to complement the flavors of the Tequila.
While the conversation and Partida flowed and the log fires roared upstairs, Henry Besant of the Worldwide Cocktail Club was on-hand in the library to offer tutored tastings for those with specific questions on the Partida and for press interviews.”
— Ali Gunning – Inspirits Brands, London, England
Click to view Olive Magazine.
Click to view Handbag.com
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| Correction |
In the November issue of the Partida Spirit Sentinel, Ortanique on Miracle Mile owned by Cindy Hutson was identified as Ortanique Cuisine of the Sun.
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