Celebrating Cocktail Day With Dré Masso
Every year on 13 May, Cocktail Day stands as a vibrant celebration of the creativity, history, and community that define modern mixology. This global event highlights how far cocktail culture has progressed, transforming simple serves into sophisticated experiences that bring people together.
Tequila culture has undergone a massive evolution within this space, moving from a misunderstood spirit to a premium staple on the finest menus worldwide. Understanding this journey requires listening to the pioneers who helped shape the industry by championing quality ingredients and authentic methods.
To celebrate this day, we look at the insights of an industry leader who changed how bartenders approach agave spirits.
Dré Masso, winner of the prestigious Best International Brand Ambassador 2025 at the Spirited Awards, is a recognised and leading figure within the bar industry with decades of experience. In 2009, he partnered with our Maestro Tequilero Jesús Hernández to create Altos Tequila, a traditional tequila made from bartenders for bartenders. Dré has authored two books about cocktails and earned a nomination for Best Bar Mentor at the Tales of the Cocktail Spirited Awards 2016.
In this exclusive conversation, he shares his perspective on craft, heritage, and the global impact of mixology.
Inside the Interview: Passion, Craft, and Tequila Culture
Q: Cocktail Day celebrates the creativity behind mixology. From your perspective, how have cocktails helped shape the global perception of tequila?
Cocktails have played a huge role in helping the world understand what quality tequila really is. If you look at cocktail menus across the globe today, tequila is one of the most dominant spirits and that definitely wasn’t the case 10 years ago.
Signature serves like the Margarita and the Paloma have been key to that shift. They’ve shown people that tequila can be balanced, refreshing, and incredibly versatile. Now we’re seeing more refined and thoughtful versions of these classics, often with clever modern twists.
Tequila is simply a fantastic spirit for cocktails. Its profile works beautifully with a wide range of ingredients, which gives bartenders a lot of creative freedom while still delivering something that feels accessible and enjoyable.
Q: Altos Tequila was created by bartenders, for bartenders. How does that philosophy continue to influence the way cocktails—especially Margaritas—are experienced today?
Altos was created to be enjoyed neat, but also to perform consistently in cocktails. The idea was to deliver a tequila with real character and integrity. Something that offered great value, but more importantly, held its own in a serve.
We wanted a traditional style of tequila where the agave flavour stands proudly in a cocktail, rather than getting lost behind other ingredients. That bartender-first approach still resonates today. When you’re making something like a Margarita, you want a tequila that shows up every time, balanced, reliable, and full of flavour. That’s what ultimately elevates the serve.
Q: What’s the most surprising tequila cocktail you’ve seen behind a bar in recent years?
On a recent trip to China, I was encouraged to work with a local fruit: Durian, often called “stinky fruit.” It’s definitely one of those ingredients that divides opinion. We ended up playing around with a kind of funky Piña Colada-style serve using tequila, and the results were genuinely fantastic.
The richness and intensity of the durian paired in a really unexpected way with the agave and citrus. It’s probably not a serve for everyone, but that’s what made it so interesting. It pushed boundaries and reminded me how versatile tequila can be when you’re open to experimenting with bold, unfamiliar flavours.
Q: What would you say to someone who wants to elevate the way they enjoy a cocktail without being a professional bartender?
If you want to create bar-quality serves at home and really elevate the experience for yourself and your friends, focus on the details.
Start with good glassware, it makes a bigger difference than people think. The Japanese, in particular, are known for producing beautifully thin, elegant glasses that feel incredible in the hand and on the lips. It immediately changes how the serve is perceived.
Then look at your ice. Clear, solid ice not only looks better, it controls dilution properly, which is key to a great cocktail. And finally, use the best ingredients you can. You don’t need loads of them, just make sure what you are using is high quality.
It’s those small touches that take a serve from good to something memorable.
Q: At what point did you stop seeing your work as simply making drinks and start seeing it as creating moments?
Quite early on, actually. You realise very quickly that people don’t remember every serve but they remember how they felt. Who they were with, what the energy was like, what that moment meant to them. The serve is just the catalyst. That shift in thinking changes everything.
Q: If you could describe the perfect cocktail moment, what makes it unforgettable?
It’s always a combination of things. The right serve, at the right time, in the right place, with the right people. But more than that, it’s about how naturally it all comes together. It could be something as simple as a perfectly made Margarita in the sun, or a late-night round with friends where the conversation is flowing and no one’s checking the time.
Q: How have you seen cocktail culture evolve in recent years, and what trends are redefining how people experience tequila today?
People are definitely more curious now, and much more informed. There’s a genuine interest in understanding where things come from, how they’re made, and who’s behind them. That shift has changed the way people engage with tequila. It’s no longer just about the end serve, it’s about the whole story behind it.
The agave, the region, the production methods, the people involved in making it. All of that adds value to the experience. You’re also seeing a move towards simplicity. Bartenders are doing less, but doing it better. Cleaner serves, fewer ingredients, and more focus on letting the tequila speak for itself.
Q: If you had to raise a toast to the future of tequila in cocktail culture today, what would you say?
I’d say: “To tequila—may it continue to celebrate Mexican culture, bring people together, and create moments of genuine connection.”
Q: After so many years in the industry, what does celebrating Cocktail Day mean to you?
For me, it’s a moment of real pride to be part of such a special industry. It’s not just about celebrating great cocktails, but the people behind them. The passion, the dedication, and the care that goes into every serve. It’s a day to recognise the community as much as the craft, and to appreciate the role we all play in creating memorable experiences for others.
Altos, the ultimate choice for your cocktails
Dré Masso reminds us that unforgettable experiences rely entirely on passion, craft, and premium components. Choosing a high-quality spirit transforms any standard recipe into a memorable celebration of flavour.
Altos honours traditional Mexican production methods, utilising sweet, slow-cooked blue agave from Los Altos de Jalisco to ensure an authentic taste profile that shines in any combination. Whether you are shaking up classic serves at home or building an advanced menu behind a professional bar, explore our best cocktail recipes to find inspiration and master your mixology skills.
