ROBIN ABRAHAMSSON HEADS TO ‘THE TAHONA SOCIETY COLLECTIVE SPIRIT’ GLOBAL FINALE TO BATTLE IT OUT FOR $50,000 PRIZE

After a winning performance in Sweden, Robin Abrahamsson from Umeå has reached the global finale of Altos Tequila’s sustainability-focused competition The Tahona Society Competition – the first of its kind in the bartending industry. Taking place in Mexico from June 29^th–July 1^st, Robin Abrahamsson will compete against 11 other bartenders for the chance to win a $50,000 grant to bring their initiative – “In Bloom” – to life.

Since October 2022, local finals have taken place across the globe with more than 65+ attendees pitching projects aimed at benefiting staff, customers, the bartending community and/or the environment, in a bid to take their sustainable concept to the global stage at The Tahona Society Competition finale.

Robin Abrahamsson impressed the judges in the Swedish heat of The Tahona Society Competition with their winning concept, IN BLOOM. In Bloom is leveraging artificial intelligence to create personalized wellness plans that cater to the unique needs, preferences, and goals of each individual. Our platform also offers data analytics tools that provide valuable insights to workplaces, allowing them to create a more supportive and mentally healthy culture.

Following their local win, Robin Abrahamsson will now undergo a bespoke 3-month coaching process with Agenda28 – an award-winning impact design firm originally created at the Harvard Innovation Labs. During this time, Robin Abrahamsson will be required to complete a series of online tasks and digital interviews in which they will receive tailored critiques and advice from Agenda28 Founder Valerie Kramis and Strategic Communication Consultant Luis Espino. Robin Abrahamsson will also be assisted in developing a clear business plan and communication/presentation strategy before heading to the global finale to put In Bloom to the test against 11 other innovative projects from local winners all over the world – including the UK, USA, Dubai, Australia, New Zealand and more.

Carlos Andrés Ramírez, Global Advocacy Manager at Pernod Ricard’s House of Tequila and Co-Founder of The Tahona Society Competition, comments: “The standard of entries for this year’s competition has been particularly high, not just from our finalists, but from all 65+ bartenders who entered.

“Each year, we’re overwhelmed with the growing interest in The Tahona Society competition, and the positive influence it is having on the bar industry across the globe. Environmental impact and social welfare are becoming increasingly important, both within bartending and beyond, and so we look forward to welcoming Robin Abrahamsson in Mexico and giving them the chance to make In Bloom a reality. Here’s to another successful year!”

About The Tahona Society:

The Tahona Society is an exclusive global community of the world’s most Tequila-passionate professional bartenders. Set up in 2009 by Altos Tequila and Worldwide Cocktail Club founders, the late Henry Besant and Dré Masso, The Tahona Society already has more than 4,000 members from around the world. Members have benefited from expert training in Tequila which includes insight into the origins of the spirit, its production process and the history of the authentic Tahona process, as well as exploring the art of bartending with Tequila.

For further information about the Tahona Society, please visit https://tahonasociety.com/

About House of Tequila:

Pernod Ricard-owned House of Tequila is responsible for the brand management of the group’s award-winning ‘Made in Mexico’ range of tequila and mezcal, comprising Olmeca, Altos, Avión and Del Maguey. Its portfolio of Mexican spirits showcases the full spectrum of high-quality tequila production, and a laser focus on excellence and quality is the driving force behind the House’s work.

Using the finest ingredients, blended by experts, and with generations of experience and tradition behind its conception, the House of Tequila portfolio can be found in over 100 markets across the globe, including Mexico, USA, Australia, UK and more.

For further information, please visit https://www.houseoftequila.mx/about-us/

About Pernod Ricard

Pernod Ricard is the world’s n°2 in wines and spirits with consolidated Sales of €8,987 million in FY18. Created in 1975 by the merger of Ricard and Pernod, the Group has undergone sustained development, based on both organic growth and acquisitions: Seagram (2001), Allied Domecq (2005) and Vin&Sprit (2008). Pernod Ricard holds one of the most prestigious brand portfolios in the sector: Absolut Vodka, Ricard pastis, Ballantine’s, Chivas Regal, Royal Salute and The Glenlivet Scotch whiskies, Jameson Irish whiskey, Martell cognac, Havana Club rum, Beefeater gin, Malibu liqueur, Mumm and Perrier-Jouët champagnes, as well Jacob’s Creek, Brancott Estate, Campo Viejo and Kenwood wines. Pernod Ricard employs a workforce of approximately 18,900 people and operates through a decentralised organisation, with 6 “Brand Companies” and 86 “Market Companies” established in each key market. Pernod Ricard is strongly committed to a sustainable development policy and encourages responsible consumption. Pernod Ricard’s strategy and ambition are based on 3 key values that guide its expansion: entrepreneurial spirit, mutual trust and a strong sense of ethics.

Pernod Ricard is listed on Euronext (Ticker: RI; ISIN code: FR0000120693) and is part of the CAC 40 index.

www.pernod-ricard.com

For further information or images, contact:

Laura Martin

Richmond & Towers Communications

Tel: +44 (0)20 7388 7421

E-mail: laura@rtc.london