Expert Advice
Sarah Södersten, Patrón Brand Ambassador for Benelux & Nordics
Patrón Tequila Partners with the European Bartender School to strengthen industry education of the rapidly developing tequila category in Europe
Patrón Tequila passionately champions creativity and talent in the bartending industry, as is evident in their global competition Patrón Perfectionists. Supporting the European Bartender School, Patrón is committed to facilitating the growth of the next generation of bartending talent that comes up through the 28 European Bartender Schools.
However, tequila has historically struggled with poor perceptual challenges in Europe and as a result, Patrón and EBS are working in partnership to drive the education, knowledge and respect of this extraordinary category. Patrón will be delivering live tequila masterclasses and workshops in key European schools, as part of the Spirit Knowledge program. In addition, Patrón will host students at the Hacienda Patrón during the Tequila Expedition; an authentic and hands- on exploration of agave fields and multiple tequila distilleries in Jalisco.
With schools in five continents, the European Bartender School has seen its students go on to great things in the bar tending world. Sarah Södersten attended the European Bartender School in Stockholm from March –
18 July 2019
www.venue-insight.com
April 2008 and is now a Patrón Brand Ambassador in Benelux and the Nordics. She said of her experience:
The European Bartender School
was the springboard that launched me into the world of bartending. The mix of practical, hands-on bar training and spirits theory really gives you an advantage when you start your bartender career, and the school is teaching it’s students strong values of commitment whilst setting a high standard for the industry. I couldn’t be prouder to be supporting EBS with Patrón, joining our forces to challenge cocktail conventions on our path towards perfection.
Like the European Bartender School, Patrón Tequila is on a journey of discovery, in the search of the cocktail world’s unsung talent, through its own initiative which is now in its fifth year, the Patrón Perfectionists cocktail competition.
Inspired by the perfectionists who craft each bottle of Patrón Tequila, the competition is aimed at those in continuous search of perfection. Patrón is looking for bartenders who demonstrate its respect for craftsmanship, attention to detail, an unwavering commitment to perfection and want to see these values brought to life through their cocktail
creations and presentation. In the same way that EBS students have gone on to become the cocktail creators of today, for many entering Patrón Perfectionists has opened a door to a world of possibilities. With lifelong friends, international travel and guest shifts as some of the world’s best bars and an ongoing support from Patrón as their career grows, Patrón Perfectionists entrants consider it to be much more than a cocktail competition.
Lee Applbaum, Chief Marketing Officer, Patrón Spirits International said:
I’m proud that Patrón has had the opportunity to work very closely with the European Bartender School. Although we are just entering into our second year of partnership, it is already evident that the scale of bartending talent that comes up through the 28 schools is unrivalled across the industry, the sheer skill and knowledge instilled in their students is something we strive for through our own initiative the Patrón Perfectionists Cocktail Competition. Now in the fifth year of this competition, it is a testament to the ever-increasing creativity of bartenders across the world and a consistent interest in demonstrating their passion through Patrón Tequila. In the same way that EBS is no ordinary school – Patrón Perfectionists is more than a competition, it is a journey that we take each and every bartender who enters on.
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