Who's in for Jose Cuervo's Dons of Tequila in PH?

"A lot of people are crazy, cruel and negative. They got a little too much time on their hands to discuss everybody else. I have a limited amount of energy to blow in a day. I'd rather read something that I like or watch a program I enjoy or ride my damn motorcycle or throw back a couple of shots of tequila with my friends." --- Queen Latifah 

A very witty and sort of funny quote by the American singer/songwriter, rapper, actress, producer and host, the Queen in her own right, Queen Latifah herself. At least we know that she's making her life worthwhile by including a couple of shots of tequila with her friends, huh! Atta girl!

Seriously, what is it with tequila? Well, actually, according to Wikipedia: "Tequila is a regional specific name for a distilled beverage made from the blue agave plant, primarily in the area surrounding the city of Tequila, 65 km northwest of Guadalajara, and in the highlands of the north western Mexican state of Jalisco." So it's clearly and officially, a Mexican-origin beverage. 

How about a brief history?  Jose Antonio de Cuervo y Valdes obtained land from the King of Spain in 1758 and began producing tequila – all before Mexico became an independent republic. In 1795, his son, Jose María Guadalupe de Cuervo, began selling the very first Vino Mezcal de Tequila de Jose Cuervo after receiving the first official charter from the King of Spain to produce tequila commercially. Jose Cuervo has been making tequila for over 250 years with the same experience, handcraftsmanship, and recipes that have been handed down generation through generation. Carefully choosing the best agaves, meticulous fermentation and distillation, and final processing result in the world’s finest tequila.

Okay, I hope those facts would somehow add up to our bucket of knowledge. Now we proceed to the bucket of the Dons of Tequila. The search for Jose Cuervo's Dons of Tequila here in the Philippines was recently launched at TreehousePh Bar in A. Venue, Makati Ave., Makati City. Hosted by none other than, hunky and witty, MTV VJ, host and actor, KC Montero.

KC Montero hosted the launching of Jose Cuervo Dons of Tequila search here in the Philippines

Hundreds of bartenders all over the Philippines are being called to enter into a battle unlike any other, as Jose Cuervo, the world’s best-selling tequila, launches Dons of Tequila, the global search for the next hero of tequila who has what it takes to continue the legacy of the 250-year-old brand. The prize of a lifetime awaits: fly to Tequila, Mexico 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 – the people, past and present, who epitomize the expert craft, passion, and bravery required to make the world’s most popular tequila. Their unwavering belief in quality and in the spirit of tequila – true bonds, real friendship, and good times – is what keeps the brand’s 250 years of heritage fresh and relevant. These are the qualities that the bartender who will be named the next Don must embody to be worthy of the title.

The local leg of this worldwide hunt officially begins today. Aspiring Dons can join this first-of-its-kind challenge by uploading a photo of their signature tequila-based cocktail or shot serve at DonsOfTequila.com. Ten (10) bartenders will be selected to compete in the National Finals in July, where they have to show that they have the grit, passion, and cojones of a true Don.

“Jose Cuervo has, in over 250 years of family and company history, demonstrated the grit, expertise, and uncompromising passion for quality required to be and to remain the world’s number one tequila. Becoming a Don of Tequila is the ultimate accolade awarded only to those who truly deserve it,” shares Charles Wright, Senior Commercial Manager – Southeast Asia and India for Jose Cuervo International. “Bartenders from all over the country will really need to show the judges that they have the cojones to be worthy of being called Don.”

Jose Cuervo's Dons of Tequila Mentors (L-R): Prive Luxury Club’s cocktail bartender and Diageo Reserve World Class 2014 winner Jerry Miranda, celebrated personality Divine Lee and T.G.I. Friday’s Genrev Bacasno, who recently bagged second runner-up honors at the 23rd Annual World Bartender Championship.

The local finalists will be guided by Jose Cuervo’s Dons of Tequila Mentors – veterans in their field and true Instigators – Prive Luxury Club’s cocktail bartender and Diageo Reserve World Class 2014 winner Jerry Miranda, T.G.I. Friday’s Genrev Bacasno, who recently bagged second runner-up honors at the 23rd Annual World Bartender Championship, and celebrated personality Divine Lee who stated that, "Tequila is part of our lives, Cuervo is always the first thing to come, so it’s not really about anything else, it’s how we grew up with Cuervo."

Jerry, Genrev, and Divine will lead a Bartenders Bootcamp, designed to prepare the ten for the National Finals, where their creativity, technical knowledge, and personality will be judged by the Instigators, together with the Jose Cuervo Brand Ambassadors. The winner will hold the title Don of Tequila in the Philippines, and will represent the country in the Jose Cuervo Dons of Tequila Global Finals for a chance to follow the footsteps of some of the world’s legends of tequila.

The Dons of Tequila Global Finals is a showdown of the best-of-the-best from each country, set against the Jose Cuervo distillery, La Rojeña, in the town of Tequila, in Mexico.

Please watch this video and let the battle begin...

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

If you are interested to join, you can fill-up the form withing this website:  www.DonsofTequila.com and for more information about the competition and of all things Jose Cuervo, you can all find it there. The website features the stories of the current Dons of Tequila, as well as a selection of drinks fit for a Don, crafted and demonstrated by head barmen from La Rojeña.

"Have you got what it takes?"

You wanna know what kind of bartender they're searching for? During the launch, Mr. Wright has expressed that, "In the Dons of Tequila, we're looking for bartenders who has that pizzaz... that personality that fiery spirit like Jose Cuervo... when you walk into a bar and he'll show you a great time, he's going to host you, he's going to make jokes, he's going to talk to you, he's not going to sit tightly behind the bar... mixing his drinks and then going away after he's done. Well, it's really important that we're looking for bartenders that can really bring out the personality of Cuervo and have a full personality of themselves." 

If you think that you've got what it takes to be one of the Dons of Tequila, then you better not waste time compañeros y amigos...  andale, andale, andale!!! 

So Who's in?

How to Join

  1. Visit www.DonsofTequila.com and create a new Jose Cuervo shot serve – a new way to serve a shot of Jose Cuervo Gold, or an innovative shot-size mix using Jose Cuervo Silver.
  2. Entrants must enter their details along with a name for their serve, an explanation of how they made the drink, and how it captures the spirit of the Dons.
  3. Entrants must upload a photo with the online form.
  4. Shortlisted entrants will be notified via email.


  1. Ten (10) finalists will be selected from all Philippine entries.
  2. The finalists will undergo the Bartenders Bootcamp with the Dons of Tequila Mentors.
  3. The National Finals will be held on July 6, 2015.
  4. The finalists will be judged against the following criteria:

     a) Creativity
     b) Technical Know-How
     c) Personality
     d) Tasters Votes

One (1) finalist will be named winner. He or she will receive:

      a)The title of Don of Tequila – Philippines
      b) Jose Cuervo products and premium items
      c) All-expense paid trip to Mexico to represent the Philippines in the Global Finals of Jose                       Cuervo Dons of Tequila.

More exciting pics from the launch here.

About Jose Cuervo
Jose Cuervo is the world’s most popular and oldest tequila brand. It has been produced in the town of Tequila, Jalisco, in Mexico since 1795 and is exported worldwide. The full portfolio comprises of Jose Cuervo Reposado, Jose Cuervo Silver, Jose Cuervo Tradicional 100% Agave Reposado, Jose Cuervo Tradicional 100% Agave Silver, Jose Cuervo Platino, Jose Cuervo Reserva de la Familia and Jose Cuervo Margarita Mix.

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