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Partida Adds Experienced Industry Veterans to Strengthen Street Sales Presence
On March 12th, Gary Shansby, founder and chairman of Partida Tequila, announced the hiring of Richard (Rick) Scully as Director of Sales, Western Division, and Dave Singh as Director of Brand Development. Also announced was the promotion of Thomas Smitherman to Director of Sales, Eastern Division, from Florida Regional Manager. “With Rick and Dave on board, together with the expanded role of Thomas, we’re organized to better support our distributors and drive sell-through at the account level,” said Mr. Shansby. “Our sales and marketing is now more aggressive and street-focused.”
Thomas Smitherman joined Partida as regional manager with responsibilities for Florida and Georgia less than one year ago, and rapidly built those states into some of Partida’s top performers. Smitherman will continue to be based in South Florida with expanded responsibilities, including the entire East Coast, as well as Illinois and Indiana.
Rick, Dave and Thomas will report directly to Partida founder and chairman, Gary Shansby. “I couldn’t be more excited by the passion and commitment demonstrated by our new sales and marketing team leaders,” added Mr. Shansby. “They embody the kind of entrepreneurial spirit and energy that are characteristic of our entire organization.”
Partida Off to a Fast Start in Massachusetts
On March 4th, a contingent from Partida led by Sofia Partida and Jacques Bezuidenhout teamed up with Commonwealth Wine & Spirits to kick off Partida in the Massachusetts market. The kick-off meeting — which featured a tasting of Partida Blanco, Reposado and Añejo led by Sofia, and Partida Margaritas courtesy of Jacques — was the centerpiece of a 3-day market blitz that resulted in the placement of Partida at numerous key accounts in and around Boston.
“We’re excited to have the Partida line and thrilled to be working with a brand that provides so many resources and professional support to help us sell,” said John Sullivan, Sales Manager, Commonwealth. “Most importantly, we have the world’s highest-rated tequila to offer our accounts - a huge advantage for any distributor.”
“We’re looking forward to great success in Massachusetts,” said Gary Shansby, founder and chairman of Partida Tequila. “It’s a great cocktail market, where consumers know their premium spirits and most importantly, we have the perfect distribution partner in Commonwealth.” |
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Mexican Tequila Tasters Academy Ranks Partida Among Top Three Añejos
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Every year, the Mexican Tequila Tasters Academy in Guadalajara convenes to select the best tequilas produced in the industry. Among the 90 Añejo tequilas tasted and judged, Partida Tequila advanced to the final round of the competition. Eighteen of Mexico’s finest tequila tasters assembled on March 8th for a blind taste test of the 10 premium tequilas that advanced to the finals.
After spending the morning meticulously scrutinizing the aroma, the body, appearance and overall taste of each of the 10 candidates, Partida Añejo earned top honors and was selected as one of the top three añejos. “It is important to note that while everyone’s palate is as subjective as the next, there are objective parameters which the tasters take into account when ranking tequilas. We are extremely excited about this award because it places Partida among the best añejos in Mexico and the world,” said Vinicio Estrada, president of Partida de Mexico, enthusiastically.
— Reporting from Partida Tequila de Mexico, JP De Loera
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Have you had your five servings of fruit today? These cocktails created by Marita Leonard, Partida Bartender Ambassador, will ensure doctor recommended five daily servings of fruit.
An Apple a Day
1 1/2 oz Partida Reposado
1/2 oz Berentzen ApfelKorn (Apple Schnapps)
1/2 oz Ginger Syrup
1 1/2 oz Organic Apple Juice
Shake all ingredients and serve chilled in a martini glass.
Garnish with slice of apple
Very Berry Partida
5 Blueberries
3 Blackberries
1/2 oz Agave Nectar
1 1/2 oz Partida Blanco
1 1/2 oz Organic Cherry Juice
Splash Strawberry Sparkling Water
Muddle berries in highball glass. Add agave, tequila and cherry juice, top with ice. Shake well. Top with strawberry soda
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Director of Sales, Western Division: Rick Scully
Rick Scully, formerly employed at Meadowbank Estates, a division of Empson USA was responsible for developing their Western United States Australian and New Zealand premium wine business. Scully also spent five years with Remy Amerique as an on-premise sales specialist and manager responsible for the entire portfolio, including Cointreau, Macallan, Mount Gay Rum, and the introduction of Don Julio. Scully is based in Los Angeles and will supervise Partida distribution in California, Washington, Nevada, Arizona, Colorado, Texas and Oregon (kicking off in April) and work with Partida Regional Managers Valerie (Villalta) Shilgalis based in San Francisco, Bill Hall in Phoenix and Camilo Chavez in Texas.
Director of Brand Development: Dave Singh
Dave Singh is a highly regarded premium tequila sales and marketing veteran having led the growth of Gran Centenario for four years at Jose Cuervo International. Singh is a tequila aficionado, having studied at the Academia Mexicana del Tequila in Jalisco and is also a certified mixologist by the American Bartender’s Association. Singh is very well-respected for his passion and knowledge within the tightly knit professional tequila community worldwide.
Singh will be responsible for managing the Partida bartender group, which has now expanded to 12 bartenders in ten markets. Singh will also work with the Partida field sales organization in key on-premise accounts across the country. In addition, Singh will work with and coordinate the appearances of Sofia Partida.
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Kate Hudson a Partida Margarita Lover
The Miami Herald Reports: Kate Hudson Loves Her Partida Margaritas on Saturday, March 22nd.
To read the full article, click here:
Look Better Naked Margarita listed in Cheers Magazine
Adam Seger’s ‘Look Better Naked Margarita’, previously featured in the Partida Spirit Bird Sentinel, graces the pages of the March issue of Cheers Functional Drinks.
To read the full article, click here:
Partida Margarita and Book Signing in New York Daily News Perfect 10
The New York Daily News invited readers to head on down to Agave to enjoy Partida Margaritas at the NYC 15 Minute of Shame book signing in the Perfect 10 weekly listing section of the newspaper.
To read the full article, click here:
Partida in Wine Enthusiast Top 10 Cocktail-Friendly Spirits List
Partida and the Partida Margarita were listed in the February issue of Wine Enthusiast’s Proof Positive as one of the Top 10 Cocktail-Friendly Spirits.
To read the full article, click here:
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Month-Long Partida Promotion Comes to Downtown Disney’s Tortilla Joe’s
On Thursday, February 28th, Partida Tequila hosted a tequila dinner at Tortilla Joe’s, the sole Mexican concept restaurant in Southern California’s Downtown Disney. The dinner was the first of its kind for the restaurant and part of a month long feature to introduce Downtown Disney customers to Partida in March.
A crowd of consumers turned out to support Partida at Tortilla Joe’s and to partake in Partida nectar-based cocktails including the Partida Margarita, made by Los Angeles bartender ambassador, Damien Windsor. Guests included Gary Minter, Orange County area manager and Lisa Dryer both of Young’s Market. “Tortilla Joe’s is reverting back to its roots and will focus more on premium tequilas. I wanted Partida to be the first tequila featured at the restaurant,” said Frank Moreno, GM of Tortilla Joe’s.
“Tortilla Joe’s is one of the largest volume accounts in Southern California and has committed to placing the Partida Margarita on the permanent cocktail menu for the entire year,” said Sofia Partida.
Partida Margarita Pitcher Program at Fuego in Chicago
Chicago Bartender Ambassador Alex Fowler reports on the monthly Partida Margarita pitcher program held on the first Wednesday of every month at Fuego and other Chicago area Partida accounts.
“Fuego was a huge success and the energy in the room was very positive. The waiters did a great job suggesting the Partida Margarita and the bartenders made perfect Partida Margarita samples for me to pour to the customers. This particular Margarita night was the best so far and I look forward to the same success at other accounts. We sold many individual drinks as well as pitchers priced at $36. Customers were happy with the drinks and the fun T-Shirts given away with each pitcher sold.”
Partida Hosts Post Las Vegas Bar Show Party at Downtown Cocktail Room
On February 26th, immediately following the Las Vegas Bar Show, senior Partida bartender ambassador, Jacques Bezuidenhout coordinated and hosted a bartender appreciation party at Downtown Cocktail Room in Old Las Vegas. The event was attended by approximately 60 of the best bartenders and bar managers in Las Vegas, who enjoyed a range of Partida Tequila based cocktails including the Partida Margarita made with 100% organic agave nectar. “Downtown Cocktail Room was chosen for the laid back atmosphere and the ability of their bartenders to make deliciously creative cocktails,” said Bezuidenhout.
Shout Spirits Industry Night Sponsored by Partida Tequila
Partida Tequila and United Distributors joined forces to host an industry party at Shout – one of the best and hottest bars – in Atlanta on Monday, March 24. Over 300 industry types from bartenders, bar managers and owners to distributor and distributor representatives turned out for the evening’s festivities.
Guests learned how to make Partida Margaritas at designated ‘margarita mechanics stations’ placed throughout the venue. There were three Tequila Confessions stations designed to capture the tequila trauma of guests in a three-step process. At the first booth participants were offered an ink blot test, then encouraged to move on to the second booth where written tequila confessions were taken in the final stage live confessions were recorded. “The three step process was an exciting and interactive way of introducing people to the Tequila Confessions campaign, Partida and the Partida Margarita,” said Thomas Smitherman.
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| Partida Offered at High-End Retail Store in Indiana
C. Ross Sandefer, key account manager of Olinger Distributors in Indiana, along with Partida’s very own Nancy Minasola have set their sights on Kroger – the popular retail food chain – in the affluent Northside neighborhood of Indianapolis. Sandefer and Minasola teamed up to sell in all three Partida marques and educate Kroger consumers about Partida and the Partida Margarita.
The program initially targeted nine stores in Indianapolis which were provided with Partida product displays containing all the ingredients needed to make the perfect Partida Margarita, training for Kroger wine stewards (where available) and product sampling. “Ross and I are coordinating a lunch for the main wine stewards to give them a brief education on the product and the brand,” said Minasola.
Minasola and Sandefer will sample consumers on the Partida agave nectar, hand out Partida Margarita recipes and present Partida Tequila in selected Northside area Krogers throughout April and May.
Sandefer and Minasola are currently working on identifying 20 more stores in Indiana and have targeted Illinois as well. “Kroger is interested in placing Partida in their high-end stores in Illinois. When those are identified, we will ship the product, schedule display and ad activity, said Minasola enthusiastically.
Partida also received an advertisement in the ‘Taste’ section of the Indianapolis Star sponsored by Kroger in addition to the placement of product in the stores.
Partida Cocktail Night at Sam’s Wine and Liquors
Chicago Bartender Ambassador Alex Fowler recently represented Partida Tequila at the first-ever “Cocktail Night” at Sam’s Wine and Liquors in Downers Grove, IL. Over 50 spirits, liqueurs and mixers were sampled at the event designed for suppliers to show their wares just in time for the spring and summer selling seasons. Nancy Minasola, North Central Regional Manager was present to answer questions about Partida while Fowler mixed Partida Margarita and Ruby Partida cocktails for the eager crowd. “It was a great night for all who attended, especially Partida fans and those newly converted,” said Fowler.
Upcoming Events:
Friday, April 11
Partida Party and Tequila Confessions at SET
320 Lincoln Road, Miami Beach
www.setmiami.com
Thursday, April 17
Partida Tequila Dinner at Andu Restaurant
141 SW 7th Street, Miami
www.andurestaurant.com
Thursday, April 24
Partida will sponsor the Boca Magazine’s Best of Boca party at Moquilo
Friday, April 25
Head on down to Taste Food and Wine to sample the Partida Margarita paired with tortilla chips and guacamole made by chefs Debbie Evans and Eric Aubriot.
1506 W Jarvis Ave, Chicago
www.tastefoodandwine.com
Tuesday, May 6th
Join Sofia Partida at Savannah Chop House for a Partida tasting including Partida Martinis and light appetizers. Can’t make it that night? Savannah Chop House will feature the Partida Martini all month long.
32441 Golden Lantern, Laguna Niguel
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“This month, Partida continued its educational tour of the U.K. with a training session held at Lonsdale in Notting Hill. The gathering was specially tailored for members of the U.K. Bartender’s Guild, an organization aimed at advancing professional skills within the bar industry (www.ukbg.co.uk). Thirty elite guests from London’s style and hotel bar industries gathered for an in-depth training and blind tasting hosted by Henry Besant and Dre Masso of the Worldwide Cocktail Club, followed by a taste of Partida Elegante paired with dark chocolate.”
— Reporting from the UK , Ali Gunning
Partida continued to demonstrate its domination of the luxury category with shopping giant Harvey Nichols’ snapping up the entire line for their stores across the U.K. (www.harveynichols.com).
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A newsletter is only successful if people see and read it! We encourage you to forward this newsletter to friends, colleagues and potential Partida aficionados. If you have any questions or would like to see something featured in an upcoming issue, please email newsletter@partidatequila.com
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