The News
El Mayor Tequila has partnered with Tiffanie Barriere and the Tales of the Cocktail Foundation to host multi-city industry events as part of the Tales on Tour initiative. The events will include product education led by Master Distiller Graciela Gonzalez, and bartenders can compete in a live cocktail competition. Additionally, two U.S. bartenders will win a scholarship to attend the 2026 Tales of the Cocktail event in New Orleans.
The Takeaway
Product Education Focus: El Mayor is directly engaging bartenders through in-person product education led by their master distiller, Graciela Gonzalez, at each Tales on Tour event. This hands-on approach helps bartenders understand the tequila’s craftsmanship and how to use it creatively in cocktails.
Scholarship Opportunity: The partnership includes a scholarship for two U.S. bartenders to attend the 2026 Tales of the Cocktail event in New Orleans, with winners selected through a national competition judged by Tiffanie Barriere, Graciela Gonzalez, and a foundation representative. This gives emerging bartenders access to one of the most prestigious events in the spirits industry.
Industry Engagement Strategy: By hosting these multi-city events, El Mayor is positioning itself as a key player in modern cocktail culture. The brand isn’t just selling tequila — it’s supporting bartender growth through education and creative platforms like the Honor Your El Mayor competition, which encourages bartenders to showcase their skills with the product.
Original Press Release
El Mayor Tequila – the award-winning premium tequila from the Gonzalez family – has partnered with master mixologist and industry thought leader Tiffanie Barriere to support Tales on Tour industry events, a Tales of the Cocktail Foundation (TOTCF) initiative designed to bring the education, community, and celebration of cocktail culture to even more bartenders and hospitality professionals across the United States. El Mayor will be onsite in each Tour city to deliver product education led by Master Distiller Graciela Gonzalez.
“At its core, Tales on Tour brings the greater bartender community access to education, innovation, and meaningful opportunities to grow,” said El Mayor Brand Manager Kayleigh Longo. “As tequila continues its rise in modern cocktail culture, we’re proud to support a platform where novice and professional bartenders can learn, connect, and showcase their creativity.”
In addition to the El Mayor Tour presence, the Tales of the Cocktail Foundation is giving two (2) U.S. bartenders and their plus ones a Tales of the Cocktail® (TOTC) Scholarship to attend the 2026 TOTC event in New Orleans in July. Winners will be selected through the national Honor Your El Mayor cocktail competition judged by Barriere, Gonzalez and a representative from TOTCF. Entries can be submitted through May 8 at LuxcoContest.com/National.
Attendees of the Tales on Tour events can enter online prior to the event for a chance to compete in a live competition, where one winner per city will also receive the TOTC Scholarship. Details are available at LuxcoContest.com/Regional.
“Crafting cocktails is both art and science—it takes skill, heart, and a whole lot of flavor,” said Barriere. “The Tales of the Cocktail Foundation's Honor Your El Mayor competition, sponsored by El Mayor Tequila, gives both pros and up-and-comers a space to really show out and share their creativity—and I’m all the way here for it.”
The Honor Your El Mayor cocktail competition is open to U.S. residents aged 21 or older. To qualify to be judged in the live and/or virtual competition, participants must submit a brief explanation of their “El Mayor” – an inspiring mentor or a moment that changed the trajectory of their career. Along with the write-up, contestants will be asked to provide an original recipe made with El Mayor and a photo of the completed cocktail.
Each TOTC Scholarship winner (and their guest) will receive 1 TOTC Week-Long Seminar & Tasting Pass, 1 hotel room at a TOTC host hotel, a flight stipend, exclusive networking opportunities with industry leaders, and a tailored itinerary focused on personal growth.
For recipes and more information about El Mayor Tequila, or to find a retailer, visit ElMayor.com and follow @elmayortequila on Facebook, Instagram and TikTok.
To learn more about Tales On Tour, visit TalesoftheCocktail.org.
Source: BevNET