El Mayor Tequila is partnering with "The Drinking Coach," Tiffanie Barriere. Known for her thought leadership, creativity, and passionate commitment to the bartender community, Barriere takes on the role of El Mayor Tequila Trade Advocate. The goal of the partnership is to deepen the connection between the award-winning El Mayor brand and cocktail culture through Barriere's signature recipes and inspiring in-person experiences where bartenders learn, gather, and build community.
Barriere was selected for the El Mayor Trade Advocate role because of her passion for her craft, demand for authenticity, and her drive to create more opportunities for the bartender community. As a trusted voice in spirits education, judging, and media, Barriere has served as a guest judge on Netflix's "Drink Masters" and Food Network's "The Kitchen"; developed feature articles for national publications such as Forbes, Essence, Southern Living, and more; and held respected industry roles including Co-Chair of Tales of the Cocktail Foundation, James Beard Foundation Advisory Board member, and spirits judge for the following competitions: LA Spirits, ASCOT, and NOLA Spirits Competition. She is also a recipient of the Tales of the Cocktail Foundation's Visionary Award for her transformative leadership and commitment to equity in the global bartender community.
"As tequila's popularity continues to rise, we saw an exciting opportunity to collaborate with Tiffanie," said El Mayor Brand Manager Kayleigh Longo. "Her energy, knowledge, and overall love for the craft make her the dream partner to help us elevate El Mayor's versatility and introduce more bartenders to the brand's rich history and quality."
As El Mayor's Trade Advocate, Barriere will engage with influential cocktail industry experts at leading spirits industry events, including Tales of the Cocktail in New Orleans. Complementing her appearances at national industry events, Barriere will introduce El Mayor Tequila education to smaller markets across the U.S., ensuring bartenders everywhere can immerse themselves in the brand and continue growing in their craft. She'll also co-host virtual live tastings with El Mayor Master Distiller Grace Gonzalez, create a line of original signature El Mayor cocktails, and more.
"Crafting cocktails is both art and science—it takes skill, heart, and a whole lot of flavor," said Barriere. "The El Mayor cocktail competitions give both pros and up-and-comers a space to really show off and share their creativity—and I'm all the way here for it."
About El Mayor Tequila
Distilled and produced at Destiladora Gonzalez Lux in Arandas, Mexico, award-winning premium El Mayor Tequila is made with 100% estate-grown Blue Weber agave from the valley area of Jalisco, Mexico. Led by fourth-generation Master Distiller Graciela Gonzalez, the El Mayor Tequila portfolio is crafted with the tradition, methodology, and passion of the Gonzalez family's more than 150-year heritage and includes Blanco, Reposado, Rosado Reposado, Añejo, Extra Añejo, Cristalino, and Café. Our expressions have earned prestigious industry acclaim including a platinum medal and Consumer's Choice Award at the 2025 SIP Awards, a gold medal at the 2025 ASCOT Awards, and recognition as one of the top 10 tequilas in the world at the 2025 International Wines and Spirits Competition for El Mayor Reposado.
About Luxco
Founded in St. Louis in 1958 by the Lux family, Luxco is a leading producer, supplier, importer, and bottler of beverage alcohol products with a mission to meet the needs and exceed the expectations of consumers, associates, and business partners. Luxco operates as MGP Ingredients Inc. (Nasdaq: MGPI) Branded Spirits division since its acquisition in 2021. The company's extensive and award-winning premium portfolio includes brands from four distilleries: Ross & Squibb Distillery in Lawrenceburg, Indiana, where Penelope and Remus bourbon are produced; Bardstown, Kentucky-based Lux Row Distillers, home of Rebel, Ezra Brooks, and Blood Oath bourbons; Lebanon, Kentucky-based Limestone Branch Distillery, maker of Yellowstone Bourbon; and Arandas, Mexico-based Destiladora Gonzalez Lux, producer of 100% agave tequilas including Cortada, El Mayor, Escasa, and Exotico.
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