Rooster Rojo Tequila ropes in ‘World’s Best Bartender’ as brand champion

Amber Beverage Group (ABG), owner of the Rooster Rojo Tequila brand, has appointed World Bartender of the Year, Andrew Watson, as a Brand Champion.

Watson (33), originally from Sydney, Australia but now working and living in Sweden, won the prestigious IBA World Cocktail Championship title in November 2022.

Watson will work with Rooster Rojo Tequila, which was the hero spirit in the cocktail that helped him reach the all-important finals – the aptly named ‘Rooster’s Pride’ which now is a fixture on the menu of his bar in Sweden.

“The liquid has character. It takes centre stage as the backbone to a drink, and I knew that the liquid was authentic. I created the drink based upon the spirit,” Watson said.

“I sampled the range of Rooster Rojo Tequilas and decided that the Reposado would work perfectly for my vision of the cocktail. Rooster Rojo Reposado fitted the bill perfectly. I owe so much to this drink.”

Watson believes tequila is on an upwards trend, giving a word of caution and a note of optimism for authentic brands.

“There are celebrities starting their own brands and spreading the word to the masses. However, with this rise in popularity, the market has been flooded with sub-standard liquids. This has presented an opportunity to quality brands to truly elevate themselves,” he said.

“A large part of why tequila is more popular these days, I believe, is the reformation of how tequila is consumed. Gone are the days of it being the shooting spirit; today tequila is being viewed as a premium liquid that deserves attention and understanding – about time too.”

Mantas Zlatkus, global brand director of Rooster Rojo Tequila, commented: “We congratulate Andrew Watson on winning the prestigious World Bartender of the Year award. We are thrilled to be working with this creative, imaginative, and highly professional bartender and to name him as our Brand Champion.

“Rooster Rojo, which is available in five expressions, is an authentic Mexican, hand-crafted tequila. We launched a campaign called SIP DON’T SLAM and Andrew’s approach to selecting fine tequilas and treating these liquids with respect accords perfectly with our own ethos.”

Recipe for Rooster’s Pride:

• 35 ml Rooster Rojo Reposado Tequila
• 45 ml Clarified Coconut Tincture (homemade)*
• 80 ml Cinzano Prosecco
• Serve in a flute.

*The tincture is made with coconut cream, coconut milk, citric acid, malic acid, lime peel, lemon juice, Palo santo (wood), sandalwood, smoked agave, and salt.