Altos Tahona Society: shaping the future of bartending

| The Spirits Business
‘By bartenders, for bartenders’. That was Altos Tequila’s original tagline when it launched in 2009, and the brand’s Tahona Society Competition is proof of this commitment, 16 years later.
Altos Tequila bottles

Evolved from what was originally a cocktail competition, the event now calls on bartenders to develop projects and business plans with a focus on social impact, addressing either an environmental or community issue, and with a substantial US$50,000 prize for the winner to bring their idea to life.

Held every two years, it’s central to a brand that has always prioritised advocacy, and bartender involvement. The approach is unsurprising, considering it was developed by two bartenders – Dré Masso and the late Henry Besant – together with Jesús Hernández, maestro tequilero and master distiller for Pernod Ricard’s House of Tequila.

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