PATRÓN Launches AGAVE MASTERS™: Free Global Program for Bar Teams Focused on Agave Education and Competition

# What AGAVE MASTERS™ is PATRÓN has launched AGAVE MASTERS™, a global advocacy and education program built for people who work behind the bar. It packages training, accreditation, a competition, and community tools into one membership that is free to join and open to bartenders, barbacks, servers, and other bar staff of legal drinking age.

# Core components The program rests on four explicit pillars:

• WSET AGAVE MASTERS™ accreditation. This is the world's only WSET qualification focused solely on agave spirits. Developed with WSET and made available exclusively through AGAVE MASTERS™, it gives bar professionals a formal, transferable credential at no cost to members.

• A global bar-team competition. The competition is team-based: bars nominate crews who design a serve and guest experience that showcase their bar's character and local culture. It will run across multiple countries.

• Always-on education. Members gain access to masterclasses, mixology training, and refreshed content about trends and category knowledge.

• A global, like-minded community. A digital platform plus live events and partnerships link bar professionals worldwide for ongoing learning and collaboration.

# Why PATRÓN is positioning this program now PATRÓN frames AGAVE MASTERS™ as a response to the gap between agave spirits' market standing and available structured education. The brand says agave spirits have secured a place among major drinks categories but lacked a dedicated, widely accessible credential and community resource. The program also brings together two existing PATRÓN initiatives—PATRÓN Perfectionists (its global bartender competition) and Academia PATRÓN (its education platform)—into a single effort focused on the on-trade.

# What winners receive

# WSET's role and impact claim WSET collaborated to create the custom course and supports the program's goal of formalizing agave education. Rob McCaughey, Commercial Growth Lead, WSET, said the course addresses a category that has been underserved by structured learning and that PATRÓN's decision to make the qualification free for members helps convert a qualification into measurable industry impact.

# How to join AGAVE MASTERS™ is available now. The program's sites listed in the announcement are http://agavemasters.com and http://losmaestro. Membership is open to on-trade staff of legal drinking age.

# Practical implications for bar professionals For bartenders and bar teams, AGAVE MASTERS™ provides a free pathway to formal education and a credential that can travel with a career. The competition model gives bars an avenue to showcase local hospitality and creativity. The program also creates a structured route to deepen technical knowledge about agave production methods and product provenance by combining classroom content with on-site immersion opportunities in Mexico.