The initiative serves as a centralized hub for the global bar community, merging educational resources with a high-stakes competition. By partnering with the Wine & Spirit Education Trust, Patrón provides a formal, globally recognized credential that has been largely absent in the agave sector. This move signals a significant investment in the on-trade industry, providing professionals with a structured path to deepen their knowledge of production methods, from tahona milling to fermentation.
In section Releases
Patrón Tequila Launches Global Agave Masters Education and Contest
Patrón Tequila is launching Agave Masters, a global initiative designed to professionalize the agave spirits category. The program offers free access to the world’s first WSET-accredited curriculum dedicated to agave, inviting everyone from bar backs to veteran bartenders to sharpen their technical expertise and compete on an international stage.
Beyond formal accreditation, the program emphasizes collective growth through a team-based competition that highlights the role of the entire bar staff. Winning teams earn an immersive trip to Jalisco, Mexico, for the inaugural Global Summit, which includes a residency at Hacienda Patrón. Lauren Mote, Global Director of Agave On-Trade, noted that the program aims to mirror the collaborative nature of bar work, fostering connections that extend beyond individual talent to celebrate the craft of hospitality.
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