Tahona Society

After initially building the Altos Brand with Pernod Ricard by bartenders for bartenders, we continued our relationship to create the Tahona Society – one of the first global on-trade drinks competitions to include extensive brand and category education delivered as a two-day tequila education program.   

Becoming the world's leading tequila education program for bartenders and one of the ‘must enter’ brand competitions of the time, the globally successful implementation of the Tahona Society program has seen the team at Strange Hill host events over a number of years across the globe.  

In 2018, The Tahona Society evolved from a cocktail competition to champion the idea of sustainability, creating The Tahona Collective spirit, with the aim of building a better bar culture. Establishing a new standard for better bars, Strange Hill developed an entirely new concept in bartender competitions for Altos Tequila. Not simply asking bartenders around the world to concoct a new cocktail, but challenging them to come up with an idea (complete with business plan) to make bars better. The Collective Spirit competition attracted committed bartenders from around the world, who proposed projects to improve sustainable practices, help communities, or promote bartender wellbeing.