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Partida Bartender Ambassadors Educate, Entertain Trade and Consumer Audiences
Since its inception with San Francisco-based mixologist Jacques Bezuidenhout in 2007, the Partida Tequila Bartender Ambassador program has expanded to 12 of the top mixologists around the U.S. This Bartender Ambassador force — unprecedented for its size for a boutique brand like Partida Tequila — travels to accounts and events all over the US working with fellow bartenders and educating consumers on spirits and cocktails.
Much like the culinary world 10-15 years ago when world-renowned chefs such as Mario Batali and Emeril Lagasse began to introduce audiences to the complex nature of ingredients and cooking, mixologists today are educating consumers on how to use fresh ingredients in cocktails and taste premium spirits.
The current Partida Bartender Ambassador group, led by Jacques, includes: Willy Shine and Aisha Sharpe (New York City), Alex Fowler (Chicago), Damian Windsor (Los Angeles), Marita Leonard (Miami), Bill Turner (Ft. Lauderdale), Jeret Richard Pena (San Antonio), David Tijerina (Austin), Tad Carducci (New Jersey), Navarro Carr (Atlanta) and Scott Agnew (Denver). The group will expand even further in the near future.
Partida in the ‘Wright’ Bar at the Arizona Biltmore
Darren Janke, manager of Wrights Restaurant and Peak Bar at the Arizona Biltmore, recently shared an interesting Partida Margarita experience that exemplifies consumer reaction and accolades for the world’s best Margarita.
“I recently had a lady at a table in the main dining room at Wrights Restaurant who ordered a Margarita. The lady at the table sent back the first Margarita and then the second. When I inquired as to why she sent the drinks back she said that the sweet and sour mix was not to her liking. After hearing this I promised to make her the best Margarita ever. She accepted but not before telling her dining partners that she was just going to humor me.
After the server delivered a Partida Margarita to the table I returned and not to my surprise, it received rave reviews and I was told it was the best Margarita ever. It was so well received that the guests invited me to Bel Air Country Club to teach the bartenders there how to make the cocktail. I agreed, but not before making sure to get a tee time.”
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During the week of March 27th, the entire Partida Tequila team, including new additions Rick Scully, Western Division Director of Sales, and Dave Singh, Director of Brand Development, gathered at Partida de Mexico headquarters in Guadalajara. Vinicio Estrada, President of Partida de Mexico, and his team hosted their American colleagues. Team members had the opportunity to visit Amatitan for an excursion to the agave fields, harvest agave plants and tour the distillery. The visit culminated with a fun Fiesta where American and Mexican colleagues had the opportunity to relax and enjoy Guadalajara, Partida-style.
“Experiencing the Partida process from piña harvest through cooking, distillation and bottling was a great experience and makes for a better informed selling force,” said Gary Shansby, Founder and Chairman of Partida Tequila. “Vinicio’s team was inspirational, demonstrating the passion and commitment in their hospitality that we at Partida are all about.”
— Reporting from Partida Tequila de Mexico, JP De Loera
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This month’s featured cocktail, the Skinny Carlos — created by Atlanta Partida Bartender Ambassador, Navarro Carr — was inspired by the second richest man in the world, Mexican billionaire, Carlos Slim. The cocktail was featured on the drink menu at downtown Atlanta lounge, Trois, for the entire month of April.
The Skinny Carlos
1.5 oz Partida Tequila Blanco
1 oz Lillet Blanc
3/4 oz fresh grapefruit juice
1/2 pomegranate syrup
1.5 oz of Brut Champagne
First, add the champagne to a Collins glass with ice.
Shake the first four ingredients over ice and strain into the glass over ice and Champagne.
Garnish with a large grapefruit twist and enjoy!
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Partida Hits Cocoa Beach Pier
On March 22nd, Partida hosted a party where the Partida Margarita made its debut at Cocoa Beach Pier in Sarasota, FL. From 6 P.M. to 9 P.M. guests were encouraged to share their worst tequila-related story and were then introduced to Partida, the ‘True Spirit of Tequila,’ and the Partida Margarita.
“15 Minutes of Shame” Author, Partida Margarita at Zapatista in Chicago
Partida Chicago Bartender Ambassador, Alex Fowler, 15 Minutes of Shame author, Lisa Daily and Partida Regional Manager, Nancy Minasola at Partida sponsored book signing at Zapatista in Chicago on April 1st.
Partida a Big Hit at Club Set
Partida and Club Set, an exclusive ‘30s-inspired Hollywood-style club in Florida’s South Beach, teamed up for the April 11th Partida Confessions session where club goers were offered free Partida Margaritas from 10 P.M. until midnight in exchange for their most memorable tequila confession stories.
NYC Downtown Residents Get a Taste of Partida at ‘Taste of the Lower East Side’
On Thursday, April 17th, Partida Tequila was the sole tequila sponsor of the eighth annual Taste of the Lower East Side benefiting residents of NYC’s Lower East Side. The event showcased more than 35 of the hottest restaurants and chefs of NYC’s lower East Side, East Village and Nolita (‘North of Little Italy’) neighborhoods.
A crowd of over 1,000 guests sampled various cuisines and the Partida Margarita. “This was a great event for Partida because we were so well received and our Partida Margarita was a great accompaniment for some of the fare served,” said Ashley Mayhew, Partida Tequila New York Regional Manager. “The opportunity to introduce Partida to so many well-known restaurants was another huge plus for the event.”
Partida Named Finest Tequila in Boca Raton
On April 28th, Partida Tequila, along with Boca Raton Magazine hosted the “Boca Raton 2008 Dining Awards” at MoQuila, (www.moquila.com) in Boca Raton, FL where Partida was named “Boca’s Reader’s Choice” award as the finest tequila.
Partida Dinner at Tahona
Tahona Tequila Bistro was the venue for a four course Mexican inspired dinner paired with Partida Tequila on April 29th in Boulder, CO. Sofia Partida of Partida Tequila was present to explain the nuances and production of the Partida ultra-premium line of tequilas.
Partida Tequila at Chicago’s Carnivale
Sofia Partida joined Carnivale (www.carnivalechicago.com) Executive Chef, Mark Mendez for a tasting of Partida Tequila at a unique tequila dinner where Blanco, Reposado, Añejo and Elegante were paired with a four course meal. Priced at $45, the all inclusive event started at 6:30 P.M. with a cocktail reception followed by dinner at 7 P.M.
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| Partida Taking Off in Austin
During the week of April 1st, Partida Tequila Austin Bartender Ambassador, David Tijerina, Texas Regional Manager Camilo Chavez and Sofia Partida conducted three Partida tastings and introduced Partida to various establishments from sushi to Tex-Mex restaurants in the Austin, TX area. The Partida team also had the opportunity to break into Bess, owned by actress Sandra Bullock. “The staff thoroughly enjoyed the training received and cannot wait to get the tequila in stock,” said Chavez. “Sofia and David did a wonderful job differentiating Partida from other tequilas and explaining the subtle nuances of this ultra-premium tequila.”
Partida Margarita Ad Lists Top Six Partida Florida Accounts
As Broward County residents turn the pages of the Broward New Times they might just get a hankering for a Partida Margarita. The Partida Margarita made with 100% agave nectar ad will run in the May 1st, 15th and 29th edition. The ad also features the top six Florida accounts that feature Partida Tequila cocktails or the Partida Margarita on their drink list or lists Partida as a special drink feature.
Partida Radio Promotions Continue in Chicago
Partida Tequila develops a partnership with restaurant and piano bar, Jilly’s (www.jillyschicago.com) which includes Partida cocktails on all three location drink menus, Partida listed on the bottle service menu and will conduct a joint radio contest with Chicago WLS sister station 94.7 FM (www.947chicago.com). The contest grants the winner admission to a Partida party of 30-50 people hosted by Marti Jones and two free Partida drinks and appetizers. “To show their eagerness to work with the brand, Jilly’s has committed to 75 cases for 2008 and have even replaced Patron with Partida on their bottle service list,” said Nancy Minasola.
Upcoming Events:
Thursday, May 1
Come enjoy a Partida Tequila dinner featuring the cuisine of Nacional 27 paired with Partida Blanco, Reposado, Añejo and Elegante led by Sofia Partida. After dinner, settle in as Nacional 27’s cocktail program serves signature Partida creations such as the acclaimed Partida Margarita made with 100% organic agave nectar.
3250 W. Huron, Chicago
www.nacional27.net
Friday, May 2
Partida returns to Chicago’s most popular afternoon drive-time radio program, the Roe Conn Show’s Canarble Wagon, on ‘Dos’ de Mayo. Listeners have a chance to win two passes to a Partida Tequila Party at Adobo Grill. The winners will receive two free Partida cocktails and appetizers while listening to lead Partida bartender Ambassador, Jacques Bezuidenhout and Chef Freddy Sanchez of Adobo Grill as they join Roe Conn and the gang in studio to help kick off the Cinco de Mayo weekend celebration.
www.wlsam.com
Saturday, May 3
Celebrate Cinco de Mayo at Binny’s Superstore, South Loop, from 1 P.M. to 5 P.M. and sample the three Partida Tequila marques led by Partida Regional Manager, Nancy Minasola and Partida Chicago Bartender Ambassador, Alex Fowler. The Partida Margarita made with 100% organic agave nectar and other specialty cocktails will be served. The free event will include food provided by Adobo Grill and a live Mariachi band.
1132 S. Jefferson Street, Chicago
www.binnys.com
312.768.4400
Juan@binnys.com
Monday, May 13 - May 19
The second annual San Francisco Cocktail Week will feature the Soirée made with Partida Blanco as the event’s official cocktail, and will be served the entire week at select Bay Area restaurants. As the featured spirit, Partida will sponsor the week’s finale party at Absinthe Brasserie and Bar.
398 Hayes St, San Francisco
www.absinthe.com
The Soirée
1 1/2 oz. Partida Blanco Tequila
1/2 oz. St. Germain elderflower liqueur
1/2 oz. green chartreuse
1/2 oz. lemon juice
2 dashes cinnamon
chile tincture (recipe below)
Glass: cocktail
Garnish: jalapeño slice
Combine ingredients in an ice filled mixing glass and shake for 10 to 15 seconds, or until well chilled. Strain into a chilled cocktail glass. Garnish with a jalapeño slice.
CINNAMON-CHILE TINCTURE
4 1/2 cinnamon sticks
1 cup cacao nibs
1 red bell pepper,
diced 3 small sweet peppers,
diced 2 Fresno chiles,
diced 1 1/2 dried Thai dragon chilies, diced
1 bottle Partida Blanco tequila
Combine and allow flavors to steep for several days to taste. Strain and store.
Created by Jeff Hollinger, H. Ehrmann and Duggan McDonnell
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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Partida, London’s Must-Have Spirit this Summer
“While visiting some of the top Partida accounts here in the U.K. with Spirits Business magazine, we popped into an Islington bar, Barrio North, a Latin-American venue located on Essex Road with unique caravan seating throughout. The bar manager, Katrina Lee, has come up with one of the best Partida cocktails we have tasted in a while, the Iguana. Fresh and herby, the Iguana showcases Partida Blanco perfectly. This easy to make cocktail is our hot tip for summer drinking in London.”
The Iguana
35ml Partida Blanco
7.5ml Chartreuse green
¾ inch cucumber
Large pinch freshly chopped rocket
1 mint sprig
25ml lime juice
25ml agave nectar
All shaken and strained in rocks glass over crushed ice. Garnished with cucumber fan, mint sprig and cucumber skin ribbons.
— 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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