Olmeca Altos gets the Estes approval

Pernod Ricard brand Olmeca has announced a partnership with tequila ambassador and Mexican restaurant-bar owner Tomas Estes.

Olmeca’s 100% agave tequila, Altos, will become a ‘priority brand’ in Estes’s restaurant-bars Café Pacifico in London and La Perla in Paris.

According to the brand, Estes works closely with the Mexican National Tequila Chamber and has “contributed to the growing success of Tequila globally”.

The “increased brand presence” at Estes’s restaurant-bars will include Olmeca cocktails, educational consumer activity, branded t-shirts for staff and an Olmeca mural.

Olivier Fages, international vice president of Olmeca, said: “Olmeca Altos is already available in many top-end outlets in the UK, and this partnership will enable us to target new consumers in a cocktail environment, while feeding into our ambitious plans for continued growth in Europe.”

Estes said: “With the increased demand for high quality 100% agave tequilas, the addition of Olmeca Altos to their [Olmeca] portfolio in 2009 was an exciting phase for the brand, and has established them as a preferred choice within the bartender community.

“Working closely with Olmeca’s cocktail experts Henry Besant, Matthias Lataille and Steffin Oghene, we look forward to creating a series of drinks for our menu that will perfectly complement the wonderful qualities of Olmeca Altos as well as creating stimulating, educational activities around tequila.”