Matt Sykes, senior director, global marketing – Patrón Tequila
What inspired you to create Patron Perfectionists?
When I moved onto the brand six years ago, it was clear that we had an opportunity and need to educate trade and consumers about the benefits of super premium tequila around the globe. Bartenders are the storytellers who inspire consumers to try new things and learn more about what they are drinking – so ideal partners for spreading the word of what great tequila tastes like via their delicious cocktails!
I also wanted to create a program that went beyond the standard cocktail competition and provided a platform for any bartender to submit and showcase the versatility of the product through a Simply Perfect cocktail and serve experience – to reach not only the trade but a mass consumer audience around the globe via social, traditional media and our websites. There’s no gimmicky challenges, meaning the playing field is levelled for those starting in the industry compared to those from the world’s best bars.
Bartenders delight consumers with their craft and creativity. I wanted Patrón Perfectionists to not just be about a delicious cocktail served impeccably, but also the human connection of the bartender and their investment into the drink. What shaped and influenced them to create their unique serve? How would they tell the story to consumers? The ultimate mission is to inspire the bartenders to connect with consumers in their bars with amazing drinks and memorable experiences time and time again.
How has it grown over the last three years?
In the past three years we have more than quadrupled the number of participating countries from seven to 34 – giving the program a truly global reach across all continents, which has also seen the number of entrants rise from under 1,000 to over 5,000.
Patrón Perfectionists is more than a cocktail competition but rather the creation and fostering of a community – one that drinks and eats together, learns from each other, helps one another and cheers for the success of a fellow competitor. This is a year round program of inspiration, education and bar activation support.
What can winners of the competition expect from the year ahead?
New experiences and a global platform to showcase their incredible talent to many thousands of fellow bartenders and consumers online and at events around the world. Although we don’t set a specific agenda for our winners, previous winners like Li Tong and Yeray Montforte have travelled all expenses paid to Mexico, USA, Israel, UK, UAE and many markets in between.
It’s also a lot about what the winner makes of it, but we have seen winners as well as global finalists achieve critical acclaim and prominence in the media, helped by their global exposure in the competition. And of course Giulia will return next year to hand over the trophy to the 2021 winner in Mexico – so she’ll have a chance to relive the experience of a lifetime with new alumni of global finalists!
What gave winner Guilia the edge ahead of the other finalists?
Giulia brought her passion, knowledge and cocktail making expertise to the fore through a compelling story and cocktail that not only tasted superb, but came with an experience that also delighted the judges. She created a memorable moment that mattered and you could feel that in the packed room. She didn’t miss a beat with the pitch of her presentation, the service was impeccable and the liquid was of the highest possible standard – showcasing the premium-ness of Patrón. It’s a drink that I can see being drunk around the world by thousands of consumers over the years to come.
