Olmeca Got More Than Agave Cooking
The last year or two Olmeca has made a lot of noise in the Tequila world, especially working together with Tahona Society on a global Tequila training program. Basically they have been all over the world, sharing their passion for Tequila. International margarita competition was a part of that as well, where finalists were taken to Mexico to get to know the real culture and get a feel for what the Tequila life is all about. Unfortunately Pernod Ricard has not yet seen the potential of Olmeca Altos in Denmark.
But this we all knew, so what is it that is cooking. Olmeca Altos has just partnered up with Tequila ambassador Tomas Estes, and will become a priority brand in his restaurants, Pacifico & La Perla. According to the brand, Estes works closely with the Mexican National Tequila Chamber and has “contributed to the growing success of Tequila globally”, which I think we can all agree on. So what does it mean to be a priority brand, well in this case it means, customer awareness, new cocktail menu, staff uniforms and a mural in the restaurant. Olivier Fages, international vice president of Olmeca, said: “Olmeca Altos is already available in many top-end outlets in the UK, and this partnership will enable us to target new consumers in a cocktail environment, while feeding into our ambitious plans for continued growth in Europe.”
Estes said: “With the increased demand for high quality 100% agave Tequilas, the addition of Olmeca Altos to their [Olmeca] portfolio in 2009 was an exciting phase for the brand, and has established them as a preferred choice within the bartender community.
“Working closely with Olmeca’s cocktail experts Henry Besant, Matthias Lataille and Steffin Oghene, we look forward to creating a series of drinks for our menu that will perfectly compliment the wonderful qualities of Olmeca Altos as well as creating stimulating, educational activities around tequila.”
Which naturally leads us on to the next topic, Matthias Lataille who Pernod Ricard recently appointed UK brand ambassador for Olmeca Altos. (Congrats Brother!)
Lataille said: “Since joining The Tahona Society team, I have been raising awareness of the tequila category internationally and the unique qualities of Olmeca Altos.
“In this new role, I will focus on the vibrant UK cocktail scene and take Altos to the next level, through continued education of the category.
Hopefully this also raises awareness for Altos in Denmark. Our neighbours in Sweden are on it, so I guess it is a matter of time, bring it on! And until you do I guess I have to spend more time wanting to open the Altos Repo I have standing on my shelf at home, signed by master distiller Jesus Hernandez. One of the many treasures I got hold of this summer. This one was a gift from Matthias, gracias!