Pernod Ricard’s Altos Tequila is amplifying the positive global impact of its educational community for bartenders – The Tahona Society – with the launch of a new online platform: Altos Tahona Society. Designed to empower, upskill and advance the careers of bartenders worldwide, it comes as the tequila giant gears up to open entries to the fourth edition of its pioneering sustainability-focused challenge: Altos Tahona Society Competition.
Available to access free of charge, the exclusive online platform for Altos Tahona Society provides bartenders with unparalleled access to career-transforming learning resources and networking opportunities. As well as being a gateway to a global network of industry professionals, the Altos Tahona Society platform features: online courses; expert talks; a ‘Jobs Hub’ listing career opportunities from the World’s 50 Best Bars; and easy entry into the renowned Altos Tahona Society Competition.
From now until the end of April, bartenders can follow simple online instructions to enter the local heats of the Altos Tahona Society Competition and become part of the competition’s community of over 200 bartenders pioneering healthier and more sustainable practices in their local communities and beyond. Winners from each country will advance to an epic global finale in Guadalajara, Mexico, in which they’ll pitch their sustainable or welfare-focused initiative in a bid to win $50,000 to bring it to life.
“We’re a brand created by bartenders, for bartenders, so hospitality is at the heart of everything we do – and the Altos Tahona Society app is the embodiment of this,” says Carlos Andrés Ramírez Castañeda, Global Director Advocacy & PR at House of Tequila – Pernod Ricard. “Over 4,000 bartenders from around the world have already benefitted from our expert training and education in tequila, but the launch of our new online community will make this even more accessible on a global scale.
“The Altos Tahona Society online community offers tailored content to enhance bartenders’ professional journey, encourage a better work-life balance and help them collaborate, learn and grow within a dynamic, supportive global community. Whether you’re kickstarting your career or you’re a seasoned bartending pro, it’s a game-changing resource which will support bartenders all year-round and further establish Altos as the number one coaching partner for bartending entrepreneurs worldwide.”
The Altos Tahona Society App will be available to download on desktop from 22nd January, with wider rollout across iOS and Android devices to follow. Entries to The Tahona Society Competition 2025 will close at the end of April, finalists will be announced in May and the global finale will take place in September. Bartenders can sign up here for more information.