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Partida Partners with Southern Wine & Spirits
In January, Partida Tequila launched their exciting new partnership with Southern Wine & Spirits in Los Angeles and San Francisco. Partida Founder & Chairman Gary Shansby gave a rousing presentation introducing the brand and history of Partida to packed rooms of sales representatives and management. A stylish display of POS items lit the front of the room. Southern California Regional Manager Moana Dixon, Brand Ambassadors Damian Windsor and Jacques Bezuidenhout all received big rounds of applause for their presentation of the top of the line selling tools Partida has to offer. Director of Brand Development Dave Singh and Director of Sales Rick Scully were also on hand to present Partida to the excited Southern sales group. Everyone sampled Partida Reposado Margaritas and Gary ended with a toast of the very exclusive Partida Elegante.
During the first week of February, the Partida Team had a 3-day, 3-city kick-off blitz with Southern Wine & Spirits of Florida. On February 2nd, sales representatives and management from SWS South Florida gathered in Bru’s Room in Ft. Lauderdale to be introduced to "The True Spirit of Tequila." Everyone had the opportunity to sample each of the 4 Partida Tequila marquees while listening attentively to the Partida Tequila story. Gary Shansby ended the presentation with a toast of the special Partida Elegante and the audience enjoyed a delicious dinner paired perfectly with Partida Reposado Margaritas. Kick-off meetings with the same enthusiasm as Ft. Lauderdale were also held in Tampa and Jacksonville the following two days led by Partida Founder & Chairman Gary Shansby, Director of Brand Development Dave Singh, Director of Sales Rick Scully, Northeast Regional Manager Antonia Fattizzi, Florida Bartender Ambassadors Marita Leonard and Ryan Casey.
"All the launches have been highly successful and the enthusiasm SWS demonstrated was very encouraging. Passion for the brand was felt on both sides. We look forward to working with Harvey and Wayne Chaplin, Brad Vassar and the entire Southern Wine & Spirits organization to form a highly effective partnership. Our bartender ambassadors are also eager to ‘shake things up’ with SWS’s talented mixologists such as Francesco Lafranconi, Arturo Sighinolfi, Allen Katz and David Nepove." said Mr. Shansby. Special thanks to Michael Dabasinskas, Steve Slater, James Bradney, Frank Santangelo and Steve Harden in California and Scott Terrell, Harold Weisstein, Byron Hayes and Steve Power in Florida, as well as the SWS teams in California and Florida for their tremendous support of Partida Tequila.
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The Tequila Trail Mural, a Heated Affair, Partida hangs with celebs and more must reads!
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Bobo mixologist Naren Young warming up NYC with El Diablo featuring Partida.
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Wine Enthusiast's top tequila in 2008! Leaders Magazine Editor's Choice award and beyond!
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Partida praise from Fox News.
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Cien Agaves on 100% Blue Agave and Mañana bringing Partida and authentic Mexico to NYC.
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San Francisco cocktail experts and Castalia Language Center co-founder visit the Partida Distillery. -Read More
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Pajarete Partida heats up Gu Lala!
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Take a look inside the AHM Tequila Master Class.
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What exactly is in a cocktail name? You be the judge. -Read More
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Click here for Partida Tequila point-of-sales materials
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Tres Agaves Tequila Trail Mural Unveiling
On January 8th, a mural of the first authentic map of the Tequila Trail created by artist Francisco Franco was unveiled during a special cocktail reception at Tres Agaves in San Francisco. The map highlights the four states in Mexico that make up the Tequila region. All four Partida Tequilas are boldly displayed in the mural with Amatitan at the heart of the Tequila region. Nearly 100 Tequila lovers attended the event including Gary Shansby, Founder and Chairman of Partida, Eric Rubin of Tres Agaves, Artist Francisco Franco, Consulate General of Mexico Gerardo Chong, and award-winning authors Lance Cutler and Joanne Weir.
The Heated Affair Cocktail Video
Special Luis Fonsi Acoustic Concert
Partida Tequila partnered with MySpace Latino to host a concert with Puerto Rico’s musical sensation Luis Fonsi at the Gibson Showroom in Miami’s Design District. Fonsi preformed a special acoustic set for an intimate crowd of 300 devoted fans. Guests sipped on Partida Margaritas as they lounged on sofas and pillows while listening to favorites such as "No Me Doy Por Vencido".
Paula Abdul, Chriss Angel and Holly Madison partaking in Partida AÑejo
Bobby Valentine’s Mickey Lione, Jr. Scholarship Fund for Youth Excellence
Partida was among the select few premium spirits at the Mickey Lione, Jr. Scholarship Fund charity event held at the Hyatt Regency in Greenwich, CT. The Mickey Lione, Jr. Scholarship Fund is designed to support, encourage and motivate young people of Stamford to be outstanding scholars, citizens, athletes and leaders in their community. Partida sampled this exclusive audience on each of the Tequilas and the crowd-pleasing Partida Margarita. The Partida table was one of the most popular and guests could not get enough of Partida Tequila and Partida Margaritas.
Upcoming Events:
Sexy Havana
Every Wednesday from 5:00pm – 7:00pm
Havana Central – (All 3 Locations)
New York, NY
Tel: 212-398-7440
www.havanacentral.com
Join us for Happy Hour. Order an all-natural Partida Margarita & receive a complimentary sample of Havana Central's specialty paella.
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FoxNews.com Offers Partida Cocktail Ideas to Spice Up Valentine’s Day
On February 3rd, FoxNews.com suggested the Heated Affair and Añejo Kiss as two delicious "love potions" to celebrate with on Valentine’s Day.
To read the full article, click here
Momist Recommends Partida for a Lovely Treat
On December 22nd, Momist, an online luxury guide, recommended pairing Partida Tequila Anejo with Norman Love Confections for a Valentine’s Day indulgence. A delicious alternative to Champagne or wine, Partida Tequila Añejo is a great pairing with dark chocolates, which bring out Partida’s cinnamon and butterscotch flavors.
To read the full article, click here
SpiritsandCocktails.com Praises Partida
SpiritsandCocktails.com gives an in-depth look into the Partida line, with appreciative reviews and tastinted, and "not insanely expensive." There is also a recipe for a cocktail called the Zim Zala Bim.
To read the full article, click here
SFCityDish.com Features Tres Agaves New Mural
The Tres Agaves Cocktail Reception for the new Tequila Trail mural was written up in SFCityDish.com on January 5th. The post described the mural, its significance and information about the reception.
See the review here. click here
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Cien Agaves, Believers of 100% Blue Agave Tequila
Cien Agaves in Scottsdale, Arizona is proud to enter their second year of serving one of the finest selections of Blue Agave spirits in the southwest. Bob Schulken and Roque Jimenez reveal their appreciation for Mexico’s national spirit both on their drink list and in their authentic menu. The Partida Margarita is featured prominently on their menu; the blend of Partida Blanco, Agave Nectar and fresh lime juice takes advantage of Partida Blanco's pure blue agave flavor by letting nothing artificial or off-note stand in its way. Bob and Roque have created an atmosphere of south-of-the-border themed colors and art. Cement floors and tiled tabletops complete the look and bring back great memories of trips to Mexico’s beautiful beaches. — Stephen Perry, Partida Bartender Ambassador, Pheonix
MaÑana Restaurant
Vittorio Assaf, Fabio Granato and Stephanie Vaitiare Gout are proud to bring authentic Mexican cuisine and beverages to New Yorkers at Mañana on the Upper East Side of Manhattan. Mañana serves home-style Mexican food with contemporary, healthy, flavorful dishes. Most impressive is its extensive Margarita list, which features Partida in several expressions. "We absolutely love Partida and are pleased with how it has been received here," said Yannis Papagianni of Manana. "Our entire staff is educated and eager to impart the tradition and production of Partida and inform our guests about what a great product it is." Mañana’s interior features a palate of colors, Aztec graffiti art, beautifully carved wood, authentic fabrics and Mexican decorations. The setting is casual with exposed brick walls, pink plaster ceiling and walls, antique tin mirrors and dark woods. Mañana is a perfect spot to wind down with a few Partida cocktails.
The Phoenician Staff Training
Sofia Partida and Regional Sales Manager Bill Hall hosted a training for the staff of all dining venues throughout The Phoenician from managers, servers, and bartenders to catering and purchasing. Everyone in the audience was captivated by the presentation and had many questions throughout the training. They were all impressed with the quality of Partida.
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Clayton Szczech of the Castalia Language Center
Castalia Language Center co-founder Clayton Szczech visited the Partida distillery in December. As one of the directors at Castalia, Clayton envisions a program in which students take a week-long program in Jalisco’s Tequila region. Castalia Language Center is a small, independent language school dedicated to high-quality Spanish and English language instruction for adults in the Portland metro area.
Cocktail Experts from San Francisco
We began our 2009 Fabrica visits on January 12 with the cocktail gurus from Cantina Latin Art Bar and Absinthe Brasserie in San Francisco. Joining them was David Nepove, Director of Mixology for Southern Wine and Spirits. The knowledgeable group of top mixologists and bar owners took turns at creating their own Partida cocktails.
— JP De Loera, Coordinador de Relaciones Públicas at Tequila Partida de Mexico
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Cocktail of the Month at Gu Lala
Gu Lala, the house that offers ‘excess without remorse,’ is a contemporary dining venue in the heart of Guadalajara’s trendy nightlife district. Nestled in the lively Chapultepec corridor, Gu Lala is at the forefront of Guadalajara’s cocktail scene. It is here where one may sip the Partida cocktail of the month, the Pajarete Partida, created by one of Gu Lala’s top bartenders, Andrés Moran.
"Gu Lala definitely has the lead in cocktail innovation here in Guadalajara. They have very resourceful people who create delicious cocktails for their consumers. They are also very skilled at pairing our three expressions of Partida with their fine entrées," said Diego Aguilar, Partida Tequila Sales Manager for Mexico.
Pajarete Partida
1.5 oz Partida Blanco
2.5 tsp of cajeta or dulce de leche (milk caramel)
1 oz whole milk
1 apple slice
Combine whole milk together with the cajeta. Heat and stir until a well balanced, even mix. Pour Partida Blanco into ice-filled shaker along with the cajeta and whole milk mix and shake. Serve in Martini glass and garnish with apple.
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AHM Tequila Master Class
"The AHM Tequila Master Class was hosted by MENU Corporate Beverage Director and tequila advocate Treys Ladrido at Cafe Iguana in Singapore. More than 20 tequila brands participated in this Master Class, including Partida. Treys gave a detailed presentation on the history, heritage and process of Tequila and guided the class through a tasting of each brand. The tasting was followed by a cocktail demonstration by Zac Mirza from Bartistry. Francisco Bautista Plancarte, Trade Commissioner for the Mexican Consulate was also in attendance. You can read a full article about the AHM Tequila Master Class in the January issue of Moods."
— Patrick Borg, ThinkSpirits Pty Ltd
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What’s In a Name?
"I’ve had many a night of intense cocktail conversation about subjects ranging from original recipes to Tom Cruise. One subject in particular is unique: the cocktail name. If we look at food, a steak is a steak is a steak, independent of the cooking method or preparations, right? A Margarita on the other hand, can take many forms and some will say that if you don’t use a precise list of ingredients, it is no longer a Margarita. Let's take the Daisy Cocktail. There were Whiskey Daisy’s, Brandy Daisy’s and Gin Daisy’s. The recipe for a Daisy is: Spirit, Orange Curacao, lemon juice, and sugar (a.k.a. Sweet and Sour). Sound familiar? How about this, the Spanish word for Daisy is Margarita! So is the Margarita a Tequila Daisy? I say yes, but there are many that put orange juice in margaritas, so does that mean its now an Orange Margarita? That’s for you to decide.
More straight forward names include the Long Island Iced Tea. Now that name makes sense, a cocktail that looks like iced tea and was first created on Long Island. There are a multitude of other names for the same cocktail, making the subject of the cocktail name fascinating. There is a time and a place for everything and for God’s sake, drink what you like!"
— Anthony Alba, Partida Bartender Ambassador, Las Vegas
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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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