Patrón tequila has announced the launch of Agave Masters, a new global programme for bar professionals, designed to deepen agave knowledge and strengthen the global bar community. 

The programme will offer a WSET accreditation dedicated entirely to agave spirits, a global competition that puts that learning into practice, and year-round opportunities to connect with bar professionals across the world.

The Agave Masters accreditation was developed in partnership between Patrón and the WSET, and is available through the Agave Masters platform at no cost to members.

Rob McCaughey, commercial growth lead, WSET, said: “Agave spirits have earned a place among the world’s great drinks categories, and it’s time the education caught up. This is the first custom WSET course dedicated entirely to agave, and it gives bartenders a formal, transferable credential in a category that has been underserved by structured learning for too long. Patrón’s commitment to make it free for every member of the programme is what turns a qualification into genuine impact and that’s how you raise standards across a whole industry.” 

Lauren Mote, global director of agave on-trade and general manager of the Hacienda Patrón brand home, added: “There is truly nothing quite like the hospitality and bar community. Our industry is shaped by the people who create, make, and manage the drinks and experiences we all enjoy. At Patrón, we want to continue to be a genuine partner to those within it, creating opportunities to learn from one another, build relationships and develop their craft. Through those moments, we’re also able to share the stories behind Patrón from the great lengths we go to in making our tequila with just three ingredients to the dedication of the people behind every bottle to achieve results that are simply perfect.”

The competition will roll out across multiple countries worldwide as of this month, with its winning teams earning a place at the inaugural Agave Masters Global Summit held in Guadalajara, which will feature two days of cultural experiences and community-building, followed by a two-day immersion at Hacienda Patrón.

Mote continues: “We want the competition to reflect what actually happens in a bar – a crew working together to bring all the right ingredients into one memorable guest experience. Culture, connection, and creativity, all rooted in knowledge about agave and standards set by Patrón. Agave Masters is about creating a community of like-minded professionals – people determined to do things differently, together, and to share success. Whether you’re behind the bar, managing the floor, or just starting out, there’s a place for you here.”

Bringing together Patrón Perfectionists, the brand’s global bartender competition, and Academia Patrón, its education platform, the Agave Masters programme is free to join and open to anyone of legal drinking age who’s part of a bar team.