El Mayor Tequila 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,” El Mayor Brand Manager Kayleigh Longo, said in a news release. “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,” Barriere said. “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 TOTC host hotel, flight stipend, exclusive networking opportunities with industry leaders, and a tailored itinerary focused on personal growth.

To learn more about Tales On Tour, visit TalesoftheCocktail.org. 

Read more: El Mayor, Cocktail Courier Release Tequila Cocktail Kit

About El Mayor Tequila

Distilled and produced at Destiladora Gonzalez Lux in Arandas, Mexico, 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 and Cristalino. To learn more, visit ElMayor.com.