Tequila Town comes to Miami
An immersive experience that drops visitors into the heart of Tequila in Jalisco, Mexico, will be popping up in Miami for six weeks this spring.
Curated by Age of Agave, the experience is described as a ‘full-sensory exploration of Mexico’s most sacred spirit’ and will run from 2 April to 22 May.
Described as an ‘analogue immersive experience’ that takes guests from seed to spirit, blending design, technology, and tradition’, the activation aims to reimagine what cultural experiences can be.
Located at Toledo Studios next to Factory Town in Miami, Tequila Town will be set over a 25,000-square-foot space, and will see more than 10 immersive rooms connect visitors to stories and the full production processes of a number of Tequila brands, from historic producers to modern ‘trailblazers’.
The lineup includes established producers such as Jose Cuervo, 1800 Tequila, Dobel Tequila, Reserva de la Familia, and Centenario Tequila, as well as emerging brands such as El Tequileño, m4 Tequila, and Volcan de mi Tierra.
The concept will look to bring parts of the town to consumers with replicated Tequila streets and a recreation of La Rojeña, the distillery and birthplace of Jose Cuervo.
Other installations will include a recreation of the hacienda of Lázaro Gallardo, the founder of Centenario Tequila who is cited as being the first Tequila master distiller in history, and the experience’s culmination space called ‘Cristalino Cantina’, where Dobel will showcase a glimpse of the category’s future.
Additionally, a Espíritu Express Train will take visitors through the agave fields of Jalisco, while street stands will offer complimentary Mexican snacks called botanas.
The layout of Tequila Town is said to unfold like a cinematic experience.
Throughout the six-week activation, performances, agave tastings, culinary pop-ups and a marketplace of Mexican artisans will take place, as well as exclusive ‘Agave After Dark’ dinners with renowned chefs and mixologists.
Beyond the entertainment, education and the preservation of Tequila will be at the heart of the experience.
To emphasise why sustainable practices and protecting the land matter now more than ever, Tequila Town will boast a permanent agave garden on-site, complete with native trees and environmental programming led by an in-house arborist.
Transparency is a growing conversation in Tequila. Over the past year, debates concerning the use of the term ‘additive-free‘ have dominated the sector.
Tequila Town is aiming to bridge the education gap and bring an understanding of Tequila’s production and heritage to consumers who haven’t yet had the chance to witness it in Mexico.
Tickets for Tequila Town cost US$85 and can be pre-ordered at www.tixr.com/groups/tequilatown.
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