Michael Mondavi has joined luxury Tequila company Partida.
Mondavi, son of late California wine icon Robert Mondavi, will become a board member after investing an undisclosed sum in Partida. Skyy Vodka creator Maurice Kanbar has also invested in the tequila brand and joined its board.
‘After tasting Partida and discussing with founder Gary Shansby, I immediately saw the similarities between fine wine and tequila, and became intrigued by the opportunity to get involved in the tequila business,’ said Mondavi
‘Just like a fine wine, producing a great tequila takes passion, commitment and a love of the earth – and you have to start with a superior agricultural product.’
Partida is one of a growing number of tequilas aiming to reposition the Mexican spirit as an artisanal, terroir-based product, overturning preconceptions of shooters, slammers and raging hangovers.
Written by Richard Woodard