Celebrating these bars’ hard efforts over the prior 12 weeks, in what was a push to engage consumers in new and innovative ways with the versatility of the ultra-premium tequila, successful bartenders from each received an all expenses paid, week-long immersive trip to Amatitan, Jalisco in Mexico - home to Casa Herradura.
On day one, Master Taster and Global Brand Ambassador, Ruben Aceves took the bartenders on a private tour of the original 400-year-old hacienda, as well as the modern facility where Herradura distills its tequila today.
This was a special opportunity for the bartenders, who had previously only met Mr. Aceves in a live screening in April, when they took part in the world’s first multi-venue collaboration to purchase an exclusive single barrel of Herradura Double Barrel Reposado tequila.
Following the tour, guests were put to the test, trying their hand at harvesting an agave – a task completed in approximately only two minutes by a trained Jimador.
Day two gave the bartenders an opportunity to relax, visiting San Juan de Dios - Jalisco’s largest market, while some took part in a Mescal Masterclass with industry legend, Pedro Jiminez, who talked of its growth in the region.
Later that evening, bartenders watched some traditional Mexican Luchador wrestling, before the next day, when they would visit the famous town of Tequila.
Starting at Fortaleza on day three – a tiny distillery found in the town’s back streets, bartenders were taken through a full tasting of the handmade, small batch tequila in owner, Guillermo Sauza’s on-site cave.
Also visiting the distillery at Tequila Arette, where bartenders met co-owner Jaime Orendain Giovannini, as well as the Jose Cuervo distillery, bartenders were able to see and experience all the different types of tequila production in Mexico.
On Thursday, one of the employees at Casa Herradura took the bartenders on a cultural tour of Amatitan, visiting the old museums, churches and palaces, talking of significant moments in the country’s history.
A highlight of the trip, on the final day, bartenders were invited to visit the Tequila Regulatory Council (Consejo Regulador del Tequila, CRT), where they were given an insight into how the CRT tests each tequila and the issues they face in Mexico.
Thanks to Herradura, in all, the trip allowed bartenders to experience real life Mexico and understand the complexity of the spirit. From the original Casa Herradura Hacienda, to back street mescal production, Luchador boxing and inside the CRT, these influential bartenders will, as Mi Casa Su Casa inferences, bring back a touch of Mexico with them, with the hope to return again one day.
Saludos!
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