The Tahona Society—Altos Tequila’s development and education fund for active bartenders—has announced an evolution that will strengthen its commitment to a better world as it provides mixologists an unprecedented opportunity to carry out long-term projects in local communities, on behalf of themselves and their colleagues, and to further professionalize our industry. It represents another remarkable way Tahona has expanded its commitment to family, integrity and an appreciation of all that is best in life.

Specifically, starting in May 2018, The Tahona Society will invite bartenders from 22 countries to propose sustainable improvement efforts that benefit their communities, local neighborhoods or the bar industry. A grand-prize winner will receive $50,000 USD and serve as the centerpiece to Tahona’s full, year-long agenda of community- and industry-improvement endeavors, a reaffirmation of its commitment to core brand values.

Tahona Society advocates will encourage bartenders in all global markets to propose ideas for improving communities and strengthening environmental sustainability or sustainable practices in the bar industry. Contest entries will follow standard presentation guidelines that ambassadors will distribute, to include fully developed text and video elements, illustrations, research, etc. Contestants submit entries via the Tahona Society website or may be recruited in local markets, to present proposals or serve on selection juries composed of distinguished Tahona leaders and top bar-industry names. These peer juries will identify ten finalist projects.

A global judge committee will select 10 finalists from the 22 markets that will be competing to come to Mexico in November 2018, for a week of specialized tequila training as well as hands-on workshops alongside business-, marketing- and start-up experts who’ll show them everything they need to know to make that perfect pitch to the judges.

Finalist projects will be judged on the practical ways they support the Tahona Society’s core values. Specifically, loving  the Tahona family, in all its iterations; the integrity of Altos Tequila and everything we do; plus a real appreciation for everything—small and large—that’s part of the Altos moment. Secondary considerations include community impact, sustainability, economic- and market- viability.

The project that best advances these ideals will receive the $50,000 USD grand prize and will enjoy Tahona Society support throughout its year-long execution period.

A $10,000 USD second-prize will be awarded in the name of late Tahona Society co-founder and Altos co-creator Henry Besant.

Tahona Society brand ambassadors will distribute entry packets starting in April 2018.

For more information, please contact Carlos Andrés Ramírez, House of Tequila Global Advocacy Manager, at

For help setting up your Tahona Society local seminar (dates, logistics, etc.), please email your key contact from House of Tequila.