The Collective Spirit competition is contest with a twist... what's the twist?
The Altos Tequila Tahona Society represents the Altos community of bartenders. The competition is one of our main touchpoints. In May 2018, we did a complete twist by creating the first sustainable bartender projects competition to inspire and promote sustainable entrepreneurship. More than 100 bartenders submitted projects in 15 countries that first year, with a grand prize of $50,000 USD.
It was a major change-in-direction, replacing seven years of celebrated Tahona Cocktail Competitions in favour of more outward-looking, locally focused efforts that reflects bartenders’ larger concerns to give back to their colleagues, communities and industry.
Why do brands host competitions?
I think there are two main objectives. Of course it helps to build brand awareness, credibility and advocacy among the trade community. Yet it is also about building long-term, strong relations to give back to a community that does a lot for us, and trying to make a better and more sustainable industry.
Why should competitors take part?
Well first you have the opportunity of winning $50,000 USD. This is a life-changing opportunity to make your dreams and projects come true, but also, the learning process for everyone is very important. There is free coaching by best-in-class experts and graduates from Harvard’s Innovation Lab, the opportunity to share and learn with your peers, and let’s not forget living an amazing week in Mexico full of hard work, learning and fun!
As a brand, what are you looking for in competitors?
We are aiming for bartenders starting to make a name for themselves, building their profile, and who are committed to the profession and sustainable practices.
How can competitors maximise their chance of success?
A key part is the following: if you participate, take it seriously. We have seen that some of the best projects started as a rough idea but they succeeded because they went to all the coaching sessions, did the homework and worked hard before the global final. That’s the key. It can only be one idea, but with the coaching they have, their project can become a real potential winner just before the event.
What common mistakes do competitors make?
The most common one (though it’s still uncommon) is arriving in Mexico not as well prepared as your peers. For any bartender reading this and thinking “I have a good idea but it’s only an idea, there is no chance I’ll win”, that’s a big mistake. A simple idea can become a reality but you have to believe in it.
It’s our shout, what’s your next drink?
An Altos Tommy’s Margarita, a refreshing and citrus cocktail perfect for summer. Although I also love bourbon Old Fashioneds, Martinis and Last Words.
