Partida Now Available in Oregon The April 28th Portland distributor kick-off meeting at the Heathman Hotel marked Partida Tequila’s introduction into its 16th state. Gary Shansby, Founder and Chairman, Rick Scully, Director of Sales, Western Division, Valerie Shilgalis, Northern California Regional Manager and Jacques Bezuidenhout, Partida’s lead Bartender Ambassador, were all on hand for the distributor kick-off to the Young’s Market team. Mr. Shansby led the meeting with a presentation on Partida’s background, current marketing tools, incredible accolades and point-of-sales (POS) materials. Shilgalis followed with a formal tasting through each Partida expression followed by Bezuidenhout, who demonstrated to attendees how to make the Partida Margarita. Everyone was equipped with a lime squeezer, shaker, Partida Reposado, limes, agave nectar and water. "Needless to say, the drinks were a hit," said Shilgalis. In addition to the Margaritas, Bezuidenhout prepared two other cocktails, the Sofia Swizzle and an Añejo Old-Fashioned, which paired perfectly with each lunch course. "Young’s Market Oregon is very excited to have Partida in their portfolio and will undoubtedly do a fantastic job building our brand in the state," said Mr. Shansby. "Oregon listed our Blanco, Reposado, Añejo; a rare coup for a new brand to get three marques in a control state and a testament to the quality of Partida."		ISSUE 0508 Four new people join the team in the month of May - Read More Bartender Ambassador Navarro Carr creates refreshing watermelon cocktail just in time for summer - Read More Partida hits the airwaves and print to celebrate Cinco de Mayo and other events in May - Read More From radio promotions to museum events, Partida continues to sponsor major U.S. events - Read More Partida increases sales through fan events, tastings, promotions and good 'ole sales technique. - Read More Partida participates in the U.K. World Cocktail Week -Read More Tequila expert, Luis Ramirez makes Partida the tequila of choice at Maroma Hotel in Mexico -Read More Spice up your simple syrup with Partida Bartender Ambassador Willy Shine -Read More For available Partida Tequila point-of-sales, click here.
Moana Dixon Moana Dixon recently joined the Partida team as the new Southern California Regional Manager. Dixon is a native of Southern California with a diverse spirits background and a wealth of tequila knowledge. Her work experience includes Skyy Spirits, where her duties included increasing sales and wholesaler responsibility for 1800 and Grand Centenario. Prior to Partida, Dixon worked for Dorado Pizzoroni & Sons, focusing on Frida Kahlo Tequila and Roberto Cavalli Vodka. "Moana will have an immediate impact on the Southern California market. She brings with her a strong work ethic, key contacts, and a track record of success that will surely benefit the Partida team," said Rick Scully, Director of Sales, Western Division. David da Costa David da Costa joins the Partida team as the Southeast Regional Manager. Based in South Florida, da Costa will be responsible for all the Partida sales initiatives in Florida and Georgia. Prior to joining Partida, da Costa worked as a marketing sales consultant for Southern Wine and Spirits’ premium wine and spirits division. Da Costa successfully developed creative, innovative strategies to differentiate clients from competition by analyzing market trends and consumer dynamics. Prior to Southern Wine and Spirits, da Costa was the district marketing manager at Swiss Chalet Fine Foods in Miami. A graduate of Dalhousie University and the Cambridge School of Culinary Arts, da Costa also holds a Wine Certification degree. "I am very excited about working for Partida because it is an elegant spirit with a lot of passion, it has made an incredible impact on the spirit world and it is here to stay. I want to be part of that," said da Costa enthusiastically. "David is a dedicated, ambitious and motivated individual who possesses all the skills and know-how to take Partida to lofty new heights. Please join me in welcoming David to the Partida team," said Thomas Smitherman, Partida Director of Sales, Eastern Division. When not working, da Costa enjoys spending time with friends and family, preferably cooking in the kitchen. Anthony Alba Anthony Alba joins Partida Tequila serving the Las Vegas area as the newest addition to the Partida Bartender Ambassador Program. A New York native, Alba moved to Las Vegas over 19 years ago, but has called Los Angeles, Chicago and Florida home in between. A member of the food and beverage industry from his teenage years, Alba currently has his own spirits consultancy, Liquidity Global. He creates cocktails, trains beverage staff and works with spirits brands all around the world. The vice president of the Nevada Chapter of the United States Bartenders Guild, Alba’s bartending style is heavily influenced by culinary traditions. "Anthony’s background, dedication and passion for ultra premium spirits makes him an excellent addition to the Partida team," said Dave Singh, Partida Director of Brand Development. In his spare time, Alba likes to race his motorcycle on a racing track and dabbles in molecular mixology. Experienced Denver Area Bartender Joins the Partida Team Partida Tequila welcomes Scott Agnew to the Bartender Ambassador program in the month of May. A bartender in Denver and the surrounding area for almost 20 years, Agnew stumbled into the industry completely by accident. According to Agnew, "I spent so much time between classes at a local bar just off campus at the University of Kansas that I was eventually asked to watch the back door on busy days. Within a year I was the night manager and bartending has defined my life ever since." As the Denver area Bartender Ambassador, Agnew educates fellow bartenders and consumers about Partida and Partida cocktails while taking full advantage of the Denver lifestyle. "The mere mention of Partida really grabs the attention of consumers and takes the excitement level up a notch. That’s why I enjoy working with Partida," said Agnew enthusiastically. Just in time for the summer and watermelon season, Partida Bartender Ambassador Navarro Carr has created a cocktail that is not only delicious, but also refreshing. Tequila Honeysuckle with watermelon 1 1/2oz Partida Reposado Tequila 3/4oz fresh lime juice 3/4oz honey syrup (2 parts honey, 1 part water, brought to a slight boil and then cooled) 2-3 watermelon pieces (approx size of an ice cube) Lightly muddle the watermelon and then add the Reposado Tequila, lime juice and honey syrup. Shake all the ingredients over ice and strain into a chilled cocktail glass. Garnish with a lime wedge. "The combination of citrus juice and honey syrup also creates what is called a honeysuckle cocktail, which can be made with several different spirits. Since Partida Tequila is always on my mind, I made a tequila honeysuckle and bumped it up a notch by adding a couple of chunks of watermelon. I found that the watermelon added another layer of flavor and paired well with the honey syrup and the richness of the Partida Reposado Tequila. This cocktail is really amazing and I encourage anyone who is trying to build their drink repertoire to add this one to the list! Enjoy!" —Navarro Carr, Trios, Atlanta Partida Featured on Fox News Morning Show for Cinco de Mayo Partida Tequila was featured on May 5th as part of Fox News coverage of Cinco de Mayo in Chicago. Partida Bartender Ambassador Alex Fowler was on hand to make two special drinks, the Adobo Politan and the Partida Margarita with 100% organic agave nectar. Fowler explained that Partida is the world’s top-rated tequila due to its natural sweetness and floral notes. To watch, click here: Men’s Fitness Features Tequila for Cinco de Mayo The May issue of Men’s Fitness featured a section about tequila for Cinco de Mayo, complete with a picture of Partida Elegante. To read the full article, click here: Beverage Dynamics Calls Elegante a ‘Savory Tequila’ The May/June issue of Beverage Dynamics included quotes from Gary Shansby, Founder and Chairman of Partida Tequila, in a feature about tequila companies setting higher standards for tequila production. The magazine calls Partida Elegante "a savory tequila...too marvelous to share with the in-laws." To read the full article, click here: Food & Wine Considers Partida Agave Nectar a Healthy Dessert Secret Partida’s 100% organic agave nectar was featured in the May issue of Food & Wine as a "healthy dessert secret." The writer uses Partida’s agave nectar to sweeten iced tea, low-fat desserts and margaritas. To read the full article, click here: Better Homes and Garden Magazine Shows Off Partida Reposado Partida Reposado was featured in the May photo shoot of Better Homes and Garden. In an outdoor scene of the Living Section, Partida sits on a picnic table amongst a family, who are celebrating in the spirit of Cinco de Mayo. To read the full article, click here: Partida Recognized in Patterson’s The Tasting Panel Magazine Patterson’s The Tasting Panel Magazine covered Partida Tequila throughout its May issue. The magazine featured Partida and Julio Bermejo with the Partida Margarita as well as information regarding the addition of Rick Scully and Dave Singh to the sales team and the promotion of Thomas Smitherman. To read the full article, click here: Partida Sponsors Boca Raton Magazine 2008 Readers’ Choice Awards On April 24, owners and managers from over 30 restaurants in the Boca Raton area attended the Partida sponsored Readers’ Choice Awards held at MoQuila. Over 150 key influencers from Deerfield Beach and Boca Raton to West Palm Beach were in attendance and had the opportunity to sample the sole cocktail served - the Partida Margarita. Marita Leonard and Bill Turner, both Partida Florida Bartender Ambassadors, were present to educate the wait staff and guests about Partida. Partida at Sold-Out Event at Chicago’s Carnivale The sold-out April 30 Partida Tequila consumer dinner of 65 guests held at Chicago’s Carnivale featured authentic Mexican fare created by Chef Mark Mendez paired with Partida Tequila. “Due to the flawless coordination from Carnivale Manager Victor Baheza, the event sold out with 65 consumers in attendance. Bravo to the Partida Tequila team,” said Nancy Minasola, Partida IL/IN Regional Manager. In preparation of the event, a group of 20 bar and waitstaff were trained on the entire line of Partida Tequilas by Sofia Partida. The Partida Margarita and Partida Tequila are the featured brand at Carnivale in May and June. Partida Margaritas All Around at Louie’s Oyster Bar and Grill On April 30, the Partida Margarita was the drink of choice for the charity event hosted by Barry Adam, Associate Publisher of Cigar Aficionado at Louie’s Oyster Bar and Grill located in the affluent neighborhood of Port Washington, NY. The festivities included a raffle in which a bottle of Partida Añejo was the prize. Attendees each went home with a Tequila Confessions T-shirt and spirit bird necklace. DJ Irie Spins for Partida Tequila Tasting Dinner On the evening of Monday, May 12, a select group of Miami Beach influencers were assembled by Miami WEDR Jamz DJ and BET award nominee DJ Irie and Nick Doyle of Premier Beverage for a Partida tasting event. DJ Irie compiled the guest list, which was composed of personal and professional friends. Jenna Ingram and Staci Nieto of Premier Beverage coordinated the party while Nick Doyle developed the relationship idea, cultivated the partnership and executed the components of the dinner. "This event introduced Partida in a way that will help us move forward as a brand and enabled us to win over a group of people that can influence the entire Miami market," said Thomas Smitherman, Partida Director of Sales, Eastern Division. Karaoke and Partida Tequila at Chi Bar every Wednesday Head to the Karaoke contest at Chi Bar located in Chicago's Sheraton Hotel every Wednesday from 9:30 pm to 1:30 am. While there, try featured cocktails all made with Partida’s tequilas. Contest winners receive a bottle of Partida Añejo and two Partida Tequila sipping glasses. Nacional 27 Hosts Partida Tequila Dinner On May 1, Partida hosted a tequila dinner at Nacional 27 where Chicago area Kroger Grocery Store buyers and their wives enjoyed Partida cocktails paired with Mexican cuisine. According to Nancy Minasola, "During the reception/cocktail hour, Jacques guided the wives of the buyers through a private Partida mixology seminar where they learned how to make the perfect margarita – the Partida Margarita!" Partida Tequila with Lime Lime Taqueria and Tequila Bar located in Smyrna, GA served as the venue for a dinner in which Partida Tequila cocktails were paired with a four-course meal prepared by executive chef Oscar Mendevil. Partida Tequila Eastern Division Director of Sales, Thomas Smitherman started the evening with a toast to the rich history and tradition of Partida. During the event, Atlanta radio personality, Mara Davis from FM 92.9 led guests through written tequila confessions, which were read anonymously in front of the crowd. Atlanta Bartender Ambassador, Navarro Carr was also present, mixing featured Partida cocktails and the Partida Margarita. Friends of Chicago Museum of Contemporary Art Event Sample Partida As sponsor of "The Taste of Every Palate" event held at Chicago’s Museum of Contemporary Art, Partida was served to a group of 400 patrons. According to Nancy Minasola, "We made some promising contacts with restaurant owners who want Partida Tequila on their menu." Chicago Bartender Ambassador Alex Fowler tasted those in attendance on Partida and mixed up the Partida Margarita as well. Partida Hits it Big at Mesa Grill in Las Vegas In April, Mesa Grill located at Caesars Palace in Las Vegas, sold 780 Partida Margaritas in 30 days. General Manager J.P. Francois got his team behind Partida and the Partida Margarita making sure that every customer who walked in left with an appreciation for Partida. According to William Hall, Partida Desert/Mountain Regional Manager, "Mesa Grill went through a whole case of Blanco during the first two hours of the dinner held after the kick-off event." Tahoe Restaurants adds the Partida Margarita aka Riva Rita to their drink menu The Tahoe Restaurant Collection, including Gar Woods, Caliente, and Riva Grill, are three of the busiest and best restaurants in Tahoe. On May 1st, the Partida Margarita, dubbed the Riva Rita, was added to their drink menus just in time for the busy summer season. "I’m thrilled Partida is part of their drink program," said Valerie Shilgalis, Partida Tequila Northern California Regional Manager. Partida Finds Home at Zocalo’s Zocalo’s, a fantastic upscale Mexican restaurant in Sacramento, CA, recently added the Partida Margarita to their drink menu. In April, the first month in which the cocktail was available, they sold over 36 cases. Valerie Shilgalis kicked off the program with an in-depth staff training. Jacques Bezuidenhout conducted an extra training for the bartenders, showing the incredible versatility of Partida. Jacques demonstrated and made a number of cocktails. "I also hosted Zocalo’s bartenders and managers in San Francisco for the opening evening of San Francisco Cocktail Week on Tuesday, May 13th," said Shilgalis. Busy Bay Area Restaurants Promote the Partida Margarita La Piñata, Alameda and Concord, three of the busiest Mexican restaurants in the East Bay, have six Partida cocktails on their new menus. The menus, which launched in the month of May, include the signature Partida Margarita. Hula Hanks Serves Up the Partida Margarita If you are in the Stamford or New Haven area in Connecticut, head on down to Hula Hanks for a Partida Margarita, named ‘Hanks Perfect Margarita.’ You might want to hang around for the tequila confession session where you can confess any tequila related stories, learn about tequila and discover what makes Partida the ‘true spirit of tequila.’ Moonshine Paging System Features Partida Tequila Images Guests waiting for tables at Moonshine (www.moonshinechicago.com), a Chicago restaurant/lounge and home base for Partida Bartender Ambassador, Alex Fowler are handed a Partida-clad pager that vibrates when their table becomes available. "Alex presented the idea of letting Partida put some advertising on the buzzers, we provided the print work and it looks fabulous," said Nancy Minasola enthusiastically. Partida Partners with Zapatista for Radio Promotion Chicago’s leading Talk Radio Station, WLS 890 AM, featured the Partida Margarita as part of a joint contest promotion with Zapatista Mexican Restaurant. Promotional information was sent to 76,000 listeners who entered for a chance to win free appetizers and Partida Margaritas. Kroger’s Conducts Partida Tastings Across Indiana In celebration of Cinco de Mayo, Kroger’s in Indiana conducted tastings of the Partida Margarita in nine of their stores across the state, promoting the tastings through their in-store magazine. New Restaurant Serves Partida Cocktails Newly opened Chicago restaurant Park 52 is no stranger to Partida and the Partida Margarita. Open for less than a month, the Partida Margarita is listed as their signature cocktail and was served as a special on Monday, May 5 – Cinco de Mayo. Chicago Oldies Station Airs Partida Commercial Over 50 people attended the Partida sponsored party at Jilly’s Piano Bar on Thursday, May 22, hosted by Chicago radio personality, Marti Jones. As part of an enhancement program with WLS 890 AM sister station, Oldies Radio 94.7 FM, a commercial advertising the event was aired. Two Partida-based cocktails were place on all three Jilly’s location cocktail menus, as well as bottle service. Jilly’s has committed to 75 cases of Partida Tequila. Partida Fan Throws a Cinco de Mayo Tequila Education Party Dedicated Partida fan Frank Marquez set out to educate friends and family about the history, types and the process of making premium tequila over the Cinco de Mayo weekend. Marquez gathered 25 guests for a blind taste test using Partida, El Tesoro and Patron. The Partida Reposado was the overwhelming favorite of the group. "I must say that following this event you have a lot of new fans and you can count on me to spread the word about Partida Tequila," said Marquez enthusiastically. Marquez plans to hold a similar event on September 16th to celebrate the official Independence Day of Mexico. Upcoming Events: Thursday, June 5 Partida tasting and training session at Caliente Restaurant, 6 PM 8791 North Lake Blvd, Kings Beach, CA www.calientetahoe.com Wednesday, June 11 Tequila dinner hosted by Sofia Partida at Tres Hombres, 6:30 PM 151 Petaluma Boulevard South Petaluma, CA www.treshombreslongbarandgrill.com Thursday, June 12 Cooking class co-hosted by Sofia Partida followed by Partida Fusion dinner at Draeger’s Market, 6:30 PM 4100 Blackhawk Plaza Cir, Danville, CA www.draegers.com Friday, June 13 Cooking class co-hosted by Sofia Partida followed by Partida Fusion dinner at Draeger’s Market, 6:30 PM 222 East Fourth Avenue, San Mateo, CA www.draegers.com Partida, London’s Must-Have Spirit this Summer "This past month we’ve had some great events, including the recent trainings of 35 bar staff from the Hotel du Vin and Malmaison across the U.K. at the start of World Cocktail Week. The week started with an evening tasting of the entire line of the Partida Tequilas for a group of 50 consumers and press at the London Capital Members Club in London. Henry Besant and inspirit staff each hosted a tasting table where Partida was paired with cheese and meats from Brindisa and chocolate from Valrhona."     — Reporting from the UK , Ali Gunning "Far from the Amatitán Tequila Valley and 'civilization,' on the shores of the Yucatan Peninsula, a tequila tasting is held every Wednesday at the Maroma Hotel. This exclusive paradise, nestled between the southeastern Mayan jungle and the aqua blue waters of the Caribbean Sea, is surrounded by breathtaking views, a smorgasbord to the sight. Amongst the hotel’s haute cuisine restaurants, we find Freddy’s Tequila and Ceviche Bar. It is here where many discover Partida Blanco, Reposado, and Añejo. The tasting, led by Luis Ramirez, Maroma Hotel’s tequila expert, begins with an introduction about the origins of tequila and its growth in modern times. Partida Tequila, made from 100% estate-grown blue agave, is the premium tequila of choice for the weekly tastings at this select resort." — JP DeLoera, Partida de Mexico "Take a little extra time to spice up your simple-syrup game at your bar. We all know that simple syrup is called that because it is simple to make. It is also a major component in the balance of properly made cocktail with fresh ingredients. Measure equal parts of superfine sugar and warm water and either stir or shake until it is fully diluted. Now to spice it up a bit, let's make a flavored simple-syrup that you can use behind your bar and will open up other avenues of cocktail making. For a healthy alternative, substitute the sugar with agave nectar or honey. Use the syrup for a creative twist to the Partida Blanco Margarita or even a Daquiri. Use your imagination and have fun!" Ginger Simple Syrup 2 palms of fresh peeled ginger 2 quarts of super fine sugar 2 quarts of water 3 fresh nutmeg berry crushed Preparation: Bring water to a slight boil in a medium sauce pan and stir in the sugar until it is fully dissolved. Place in pre-peeled and chopped fresh ginger and crushed nutmeg and let it simmer for about a 30 minutes. Take off the heat and let cool. Once it is cool, throw it through a blender and finely strain the liquid through fine strainer. It is now ready for use. For a healthy alternative, substitute the sugar with agave nectar or honey. Use the syrup for a creative twist to the Partida Blanco Margarita or even a Daquiri. Use your imagination and have fun! —Willy Shine, Partida Bartender Ambassador 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