The Applications are in: Now the Real Journey Begins!
By Valerire Kramis By Valerie Kramis * IG @vkramis
*Design Strategy Specialist with experience in marketing, social innovation, and social entrepreneurship. She is the co-founder of Agenda28, and main coach of Tahona Society Collective Spirit.
The 2025 Tahona Society Competition application phase has officially closed—and what an inspiring wave of ideas we received. From all corners of the globe, bartenders once again proved that this community is bursting with courage, creativity, and an unstoppable drive to shape a better future.
A Platform for Transformation
What we saw in this year’s applications only confirms what we’ve always believed: bartenders don’t just mix drinks—they solve problems, uplift communities, and create lasting change.
That’s exactly why this competition exists. It’s not a typical bartending contest—it’s a launchpad for ideas that matter. A space where bartenders turn passion into purpose and address real-world challenges through entrepreneurship.
Since its inception, the Tahona Society Competition has helped launch powerful movements:
- In 2018, it supported the creation of a mental health network in Canada for the hospitality industry.
- In 2021, it empowered a team in Cuba to launch a line of sustainable cordials and mixers made from local ingredients, creating jobs and building a new market against all odds.
- In 2023, it backed a recycling initiative that transformed glass waste into new opportunities in Cartagena.
This competition changes lives, starting with the person who dares to dream differently. We believe social entrepreneurship is more than innovation—it’s a form of resilience. It’s how our community moves forward after hardship. It’s how we turn struggle into strength.
Next Stop: The Coaching Phase
While we prepare to announce our 2025 finalists, a new chapter is about to begin. In June, we kick off the coaching phase—one of the most powerful elements of the Tahona Society Competition journey.
Designed by Agenda28—a social impact design studio that began its own journey as a startup in the Harvard Innovation Labs ten years ago—this coaching experience is more than world-class. The powerful tools taught at top business schools are made accessible to every finalist. Why? Because we believe that with the right tools and guidance, every bartender can lead extraordinary change.
Here’s what the coaching phase includes:
- Skill-Building Workshops on Business Model Canvas, Design Thinking, Digital Marketing, Financial Planning, Pitching, and more.
- Mentorship & Office Hours with expert advisors to refine each idea and deepen its impact.
- Global Networking with peers and professionals who believe in doing things differently.
All of it leads to the Grand Final in September 2025, where one powerful idea will rise to the top—but every participant will walk away transformed.
A Toast to What’s Ahead
If you applied this year, thank you. You’ve already taken a leap most people never dare to take. We were so inspired by the passion and purpose behind your ideas that we’re preparing something special just for you. Even if you’re not selected as a finalist, we want to continue supporting you on your journey. So stay tuned—this isn’t the end. It’s just the beginning.
And if you’re cheering from the sidelines: stay close. The finalist announcement is just around the corner—and we promise, it’s going to be unforgettable.
To every bartender reading this: your creativity is powerful, your voice matters, and the future of hospitality is in your hands.
Let’s build it together.