Published on October 12th, 2018 | by Darren Paltrowitz0
Chris Vogt On Tequila Partida, New York & The Popular Brand’s Work With Susan G. Komen
The story of Partida Tequila began in the fields of the late Enrique Partida, a well-respected blue agave farmer. Founded in 2001 by branding expert Gary Shansby, Tequila Partida continues to be distilled in Providencia, Jalisco, Mexico. Per an aggregate score from the Tequila Regulatory Council Of Mexico, Partida is reportedly the top-ranked tequila out there.
In honor of National Breast Cancer Awareness Month, Tequila Partida has partnered with the Susan G. Komen Foundation; in 2017, Partida parent company Edrington raised $190,000 for the cause. As part of this campaign, Partida has launched a special digital campaign — #PartidaGiving — on its branded Facebook and Instagram accounts. For every consumer donation (up to $33,333), Edrington will match it 2:1 in support of Komen with the goal of raising at least $100,000.
I had the pleasure of doing Q&A with Chris Vogt, Tequila Partida’s Brand Manager, about the past, present and future of the acclaimed tequila brand. More on the “100% natural, 100% Mexican” Tequila Partida can be found online at www.partidatequila.com.
How did you find your way into the world of spirits and wind up working with Tequila Partida?
Chris Vogt: As a native New Yorker in the mid-2000’s, I was captivated by the resurging New York cocktail scene that started the global cocktail trend. These cocktails showcased the bartender’s creativity in how they constructed the cocktail including how they chose specific spirits for their flavors and stories. After stepping into the world of spirit brands, I knew I wanted to share their stories with the world. Eventually over the few years working for different brands I found myself working with Tequila Partida.
Were you always into tequila?
Chris Vogt: I always enjoyed tequila, especially tequila cocktails. However it wasn’t until working with Tequila Partida did I realize that tequila was capable of showcasing complex depth and flavor like those found in world renowned scotches like Highland Park. Partida’s maestro Tequilero, Jose Valdez, and his team give the same high caliber of finesse, focus, and mastery to create Tequila Partida which wins 90+ points in the blind Ultimate World Spirits Competition for each Blanco, Reposado, Anejo and Elegante year after year. Last year in 2017 Partida’s Reposado scored 98 points the highest score ever awarded by the competition.
What is a day in the life as a brand manager like? How much travel is involved with your work?
Chris Vogt: A brand manager’s day is different each day. Our mission is to share our knowledge and love of our brands with the world. A given week can involve creating consumer and trade education tools, organizing events for our Brand Ambassadors and Jose to lead, to working with other brands on partnership and integration opportunities.
What is your favorite part about working with Partida? Besides enjoying Partida with friends…
Chris Vogt: Sharing Partida with those who have never tried it before and who are interested in learning more about cocktails, spirits, or tequila. Sometimes this happens in a planned office presentation, other times when I’m traveling and in a new bar and meet someone sitting next to me. The best part is when you stop talking and they taste Partida… After that they understand why it’s the #1-awarded tequila!
To you, what separates Partida from other tequila? Is it the ingredients? The legacy?
Chris Vogt: Tequila Partida stands alone in its dedication to create the cleanest agave-forward spirit it can. By that I mean is we take all steps possible to ensure we can showcase the depth and complexity a 100% Blue Weber agave tequila is capable of. We wait longer than most, until our agave is aged at least 7 years, almost unheard of in the industry. We harvest our agave the same day when we distill to ensure the agave’s freshness. We cook the agave 3 times longer than most. We ferment and distill longer than average, and our Reposado, Anejo and Extra Anejo tequilas are all aged longer than required, as much as three times as long when Jose feels the tequila has reached its optimal flavor. Unlike other tequilas, we don’t add artificial colors, additives, or flavors — what you see and taste in the glass is 100% Partida.
Of all the Partida varieties available, do you have a favorite?
Chris Vogt: I love the Reposado. It is an amazing tequila with depth, complexity, and a long finish that is great neat or in cocktails. In most cases I would suggest readers try swapping out a cocktail recipe that calls for Blanco tequila with Partida’s Reposado. It will add more flavor and richness while still keeping the cocktail light and fresh.
Do you have a drink of choice when it comes to Partida?
Chris Vogt: My current favorite is the Pink Paloma. It’s simultaneously sweet and tart at the same time, and appropriately pink to raise awareness for Partida’s efforts to raise funds for the fight against breast cancer. Here’s the recipe:
– 2 oz Partida Blanco
– 1 oz Ruby Red Grapefruit Juice
– 1/2 oz Fresh Lime Juice
– 1/2 oz Simple Syrup
– 1.5 oz Grapefruit Soda
– Shake and strain in a glass over ice. Add soda and stir. Garnish with a grapefruit wedge.
What is coming up for Partida? I hear you are working with Susan G. Komen this month?
Chris Vogt: Yes! This year, in honor of National Breast Cancer Awareness Month, Edrington and Partida have partnered with the Susan G. Komen Foundation to raise funds for breast cancer research. We launched a special digital campaign, #PartidaGiving, on our branded Facebook and Instagram
In 2017, we raised $190,000, and this year, we are calling upon our fans to not only reach, but help them exceed the goal and support the nationwide campaign. Partida has always had a strong female base and it is in our DNA to give back to great causes. One of Edrington’s core beliefs is to “Give More” to consumers both in quality of what we offer in the glass and how we give back to our communities.
When not busy with Partida, how do you like to spend your free time?
Chris Vogt: I love trying new cocktail bars, cycling with friends to escape New York City for a few hours, and planning my next trip abroad to experience new cultures, foods, and sights.
Finally, as a music-themed publication I must ask: What was the last concert you attended for fun?
Chris Vogt: Last Saturday I was at the Brooklyn Mirage’s closing summer party that featured a ton of live acts and DJ sets. It was incredible!