El Mayor Tequila partners with Tales of the Cocktail Foundation to host multi-city industry events and sponsor local and national cocktail competitions

Rhea-AI Summary

El Mayor Tequila (NASDAQ:MGPI) announced a partnership with Tales of the Cocktail Foundation to support Tales on Tour industry events and to sponsor the Honor Your El Mayor cocktail competitions across multiple U.S. cities, with national and regional winners receiving TOTC scholarships for July 2026.

The program includes product education led by Master Distiller Graciela Gonzalez, selection of two U.S. scholarship winners, city-level live competitions, and entry details at LuxcoContest.com through May 8.

News Market Reaction – MGPI

+3.33%

+3.33% Session close to close

In the Mar 25 session, MGPI gained 3.33%, reflecting a moderate positive market reaction.

Data tracked by StockTitan Argus on the day of publication.

Market Context

This announcement highlights El Mayor Tequila’s partnership with Tales of the Cocktail Foundation to...

Analysis

This announcement highlights El Mayor Tequila’s partnership with Tales of the Cocktail Foundation to run multi-city education and competition events, supporting brand visibility rather than altering MGPI’s fundamentals. Historically, similar partnership headlines produced modest share moves, with an average change of -0.35%. Investors may watch how such activations contribute to longer-term branded spirits momentum, especially with the stock still well below its $25.78 200-day moving average.

Key Figures

Tales of the Cocktail scholarships: 2 scholarships Competition entry deadline: May 8, 2026 Seminar & Tasting Passes: 1 pass per winner +3 more

6 metrics

Tales of the Cocktail scholarships 2 scholarships Two U.S. bartenders and their guests for 2026 TOTC in New Orleans

Competition entry deadline May 8, 2026 National Honor Your El Mayor competition entry cutoff at LuxcoContest.com/National

Seminar & Tasting Passes 1 pass per winner Each TOTC Scholarship includes one Week-Long Seminar & Tasting Pass

Hotel rooms for winners 1 room per winner Each scholarship winner receives one hotel room at the TOTC host hotel

52-week high discount 48.46% below high Share price vs. 52-week high of $34.985 before this news

Price vs 52-week low 9.6% above low Share price vs. 52-week low of $16.45 before this news

Previous Partnership Reports

2 past events · Latest: Sep 16 (Positive)

Same Type Pattern 2 events

Date	Event	Sentiment	24h Move	Catalyst
Sep 16	Charity partnership	Positive	+0.2%	FCancer limited-edition whiskey and $500,000 joint donation initiative.
Sep 02	Product collaboration	Positive	-0.9%	Collaborative 2025 Yellowstone Limited Edition bourbon release with 10,000-case run.

24h Move is the share-price change in the day after each event; other market factors may also have contributed.

Pattern Detected

Partnership announcements have historically produced small, mixed price reactions around MGPI.

Recent Company History

Recent partnership activity for MGPI brands has centered on co-branded and cause-related collaborations. In September 2025, Penelope Bourbon partnered with nonprofit FCancer, tied to limited-edition blends and a combined $500,000 donation, with the stock moving only 0.18%. Earlier that month, a Yellowstone Limited Edition collaboration for the 2025 release saw a -0.88% move. Together, these suggest modest stock sensitivity to partnership news.

AI-generated analysis. How Rhea-AI works. Not financial advice.

See more from StockTitan in Google Search and AI answers. Adds StockTitan as a preferred source · opens Google

Add on Google Not now

The award-winning tequila brand partners with a master mixologist to host Tales on Tour industry events and competitions

ST. LOUIS, March 25, 2026 /PRNewswire-PRWeb/ -- El Mayor Tequila – the award-winning premium tequila from the Gonzalez family – 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," said El Mayor Brand Manager Kayleigh Longo. "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," said Barriere. "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.

El Mayor Tequila partners with Tales of the Cocktail Foundation to host multi-city industry events and sponsor local and national cocktail competitions /March 26, 2026 / Page 2 of 2

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.

For recipes and more information about El Mayor Tequila, or to find a retailer, visit ElMayor.com and follow @elmayortequila on Facebook, Instagram and TikTok. 

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

About El Mayor Tequila
Distilled and produced at Destiladora Gonzalez Lux in Arandas, Mexico, award-winning premium 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, Cristalino and Café. Our expressions have earned prestigious industry acclaim including a platinum medal and Consumer's Choice Award at the 2025 SIP Awards, a gold medal at the 2025 ASCOT Awards and recognition as one of the top 10 tequilas in the world at the 2025 International Wines and Spirits Competition for El Mayor Reposado. To learn more, visit ElMayor.com and follow on Facebook, Instagram and TikTok. 

About Luxco
Founded in St. Louis in 1958 by the Lux family, Luxco is a leading producer, supplier, importer and bottler of beverage alcohol products with a mission to meet the needs and exceed the expectations of consumers, associates and business partners. Luxco operates as MGP Ingredients Inc. (Nasdaq: MGPI) Branded Spirits division since its acquisition in 2021. The company's extensive and award-winning premium portfolio includes brands from four distilleries: Ross & Squibb Distillery in Lawrenceburg, Indiana, where Penelope and Remus bourbon are produced; Bardstown, Kentucky-based Lux Row Distillers, home of Rebel, Ezra Brooks, and Blood Oath bourbons; Lebanon, Kentucky-based Limestone Branch Distillery, maker of Yellowstone Bourbon; and Arandas, Mexico-based Destiladora Gonzalez Lux, producer of 100% agave tequilas including Cortada, El Mayor, Escasa and Exotico. For more information, visit Luxco.com.

About Tales Of The Cocktail Foundation
Tales of the Cocktail Foundation is a non-profit organization dedicated to empowering the global hospitality industry through education, advocacy, and community support. As the world's leading spirits education platform, the Foundation provides year-round programs and initiatives that foster professional growth and drive meaningful change. Each July, the industry gathers in New Orleans, the beating heart of cocktail culture and hospitality, for a one-of-a-kind conference that blends education, networking, and celebration like no other. Guided by its core pillars—Educate, Advance, and Support—the Foundation's impact extends far beyond the U.S. reaching professionals and communities around the world. Tales of the Cocktail will take place in New Orleans July 19-24, 2026. #totc2026

CONTACT:
Patrick Barry, BYRNE PR
314-540-3865
patrick@byrnepr.net 

View original content to download multimedia:https://www.prnewswire.com/news-releases/el-mayor-tequila-partners-with-tales-of-the-cocktail-foundation-to-host-multi-city-industry-events-and-sponsor-local-and-national-cocktail-competitions-302725112.html

SOURCE El Mayor Tequila

FAQ

What is El Mayor Tequila (MGPI) sponsoring with Tales of the Cocktail in March 2026?

El Mayor is sponsoring Tales on Tour industry events and the Honor Your El Mayor cocktail competitions across U.S. cities. According to El Mayor, the program funds regional competitions and awards two TOTC scholarships for winners to attend July 2026 events in New Orleans.

Who is eligible for the Honor Your El Mayor competition sponsored by MGPI?

U.S. residents aged 21 or older are eligible to enter the Honor Your El Mayor competition. According to El Mayor, entrants must submit a mentor story, an original El Mayor cocktail recipe, and a photo by May 8 at LuxcoContest.com/National.

What do TOTC Scholarship winners from the MGPI competition receive for July 2026?

Each winner and a guest receive a TOTC week-long seminar pass, hotel room, and flight stipend. According to El Mayor, winners also get networking access with industry leaders and a tailored personal growth itinerary during TOTC Week 2026.

How can bartenders enter the regional live competitions tied to El Mayor (MGPI)?

Attendees can enter online before the regional event for a chance to compete live and win a city-level TOTC Scholarship. According to El Mayor, regional entry and rules are available at LuxcoContest.com/Regional and online prior to each event date.

Who will judge the Honor Your El Mayor national competition tied to MGPI?

Judges include master mixologist Tiffanie Barriere, Master Distiller Graciela Gonzalez, and a Tales of the Cocktail Foundation representative. According to El Mayor, this panel will select national winners from submissions received by May 8, 2026.