Jose Cuervo have launched an innovative new competition searching for, what the refer to as, the next Don of Tequila. Thousands of bartenders from 17 countries across the globe are being called to enter into battle by first uploading a photo of their own tequila serve, inspired by one of the current Dons, at DonsOfTequila.com.

The top entries from each country will compete in national final events in July 2015. Bartenders will be expected to capture the spirit of the Dons and a real knowledge of Jose Cuervo and tequila. Competing bartenders will have the chance to win the prize of a lifetime: fly to Tequila, Mexico where they’ll get to harvest their own crop of agave on the Jose Cuervo estate, blend it into a unique tequila and win the batch, labelled under their own name.

Commenting on the launch of the competition, Juan Domingo Beckmann, CEO and 10th generation Jose Cuervo family member says, “Jose Cuervo has, over 250 years of family and company history, demonstrated the grit, expertise and an uncompromising passion for quality required to be and to remain the world’s number onetequila. Becoming a Don of Tequila is the ultimate accolade which is only awarded to those who truly deserve it. We’ll be setting bartenders all over the world challenges that demonstrate their creativity, passion and worthiness of the ‘Don of Tequila’ title.”

Applications close on the 13th of May, so if you're currently a bartend, and you aspire to be a Don...then check out full press release and upload your entry before it's too late.

Show Press Release

Battle Commences to become Jose Cuervo’s next Don of Tequila

Victorious bartender set to fly to Tequila, Mexico where they’ll get to harvest their own crop of agave on the Jose Cuervo estate, blend it into a unique tequila and win the batch, labelled under their own name.

25 March 2015 - London

Thousands of bartenders from 17 countries across the globe are today being called to enter into battle, as Jose Cuervo launches its Dons of Tequila competition. In the first challenge of its kind, bartenders will have the chance to win the prize of a lifetime: fly to Tequila, Mexico where they’ll get to harvest their own crop of agave on the Jose Cuervo estate, blend it into a unique tequila and win the batch, labelled under their own name.

Jose Cuervo’s Dons are the real heroes of tequila – people, past and present, who epitomise the expert craft, passion and bravery required to make the world’s most popular tequila. Their unwavering belief in quality and the spirit of tequila – true bonds, real friendship and good times – is what keeps Jose Cuervo’s 250 years of heritage fresh and relevant. The bartender who is named the next Don will need to embody all of these qualities for a chance to follow in the footsteps of some of the world’s greatest legends of tequila.

Commenting on the launch of the competition, Juan Domingo Beckmann, CEO and 10th generation Jose Cuervo family member says, “Jose Cuervo has, over 250 years of family and company history, demonstrated the grit, expertise and an uncompromising passion for quality required to be and to remain the world’s number onetequila. Becoming a Don of Tequila is the ultimate accolade which is only awarded to those who truly deserve it. We’ll be setting bartenders all over the world challenges that demonstrate their creativity, passion and worthiness of the ‘Don of Tequila’ title.”

Aspiring Dons can compete for this prize of a lifetime by first uploading a photo of their own tequila serve, inspired by one of the current Dons, at DonsOfTequila.com. The top entries from each country will compete in national final events in July 2015, where they will have to show judges they have the passion, grit and cojones to become a don. Bartenders will be expected to capture the spirit of the Dons and a real knowledge of Jose Cuervo and tequila.

The best-of-the best from each country will then be taken to the Jose Cuervo distillery, La Rojeña, in Tequila, Mexico for a final global showdown where they will be put to the ultimate test in front of the true Dons of Tequila.

The competition is one aspect of a long-term education platform, the heart of which is the Dons website, the definitive resource for all things Jose Cuervo. The site will bring to life the stories of the current Dons of Tequila and feature a selection of drinks recipes fit for a Don, crafted and demonstrated by head barmen from La Rojeña.

Family owned for ten generations, Jose Cuervo is made using 250 years of cultivating, harvesting, blending and tasting expertise. Jose Cuervo Gold and Silver are distilled with rigorous standards, to create the taste and character fit for a Don.