What Went Down at the Tequila Don Julio Immersive Tasting Experience at Mercer Labs
Tequila Don Juliohosted the first-ever brand takeover atMercer Labs, bringing the house's rich history to life through art and technology. Mercer Labs has ushered in a new wave of sensory-driven experiences, and this one invited guests into the sights and sounds of Mexico, allowing them to be immersed in the legacy of the famed tequila maker.
Tequila Don Julio is shaped by the warm climate, rich natural ingredients and strong spirit of Mexico. The brand actually began with Reposado, and each of its expressions — including Tequila Don Julio 70 Añejo Cristalino and Tequila Don Julio 1942 as well — are imbued with notes of oak and roasted agave, two ingredients that are expertly cultivated in the Jaliscan highlands. Through floor-to-ceiling light displays, 4D activations and even custom cocktail-creating stations, visitors were transported through the journey of the spirit.
Guests who attended thePor Amor: An Immersive Tasting Experience, from June 12-15, were also guided through the founder Don Julio González's history, when he started the brand and his La Primavera-based distillery decades ago, and now it's has become an internationally-recognized staple in the luxury tequila arena.
If you couldn't make it to Mercer Labs to step into the story of Tequila Don Julio, you can check out what went down above.
DON JULIO Tequila. 40% Alc/Vol. Imported by Diageo Americas, New York, NY. Sip Responsibly. Don't share with anyone under 21.
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Hypebeast
8 hours ago
- Hypebeast
What Went Down at the Tequila Don Julio Immersive Tasting Experience at Mercer Labs
Tequila Don Juliohosted the first-ever brand takeover atMercer Labs, bringing the house's rich history to life through art and technology. Mercer Labs has ushered in a new wave of sensory-driven experiences, and this one invited guests into the sights and sounds of Mexico, allowing them to be immersed in the legacy of the famed tequila maker. Tequila Don Julio is shaped by the warm climate, rich natural ingredients and strong spirit of Mexico. The brand actually began with Reposado, and each of its expressions — including Tequila Don Julio 70 Añejo Cristalino and Tequila Don Julio 1942 as well — are imbued with notes of oak and roasted agave, two ingredients that are expertly cultivated in the Jaliscan highlands. Through floor-to-ceiling light displays, 4D activations and even custom cocktail-creating stations, visitors were transported through the journey of the spirit. Guests who attended thePor Amor: An Immersive Tasting Experience, from June 12-15, were also guided through the founder Don Julio González's history, when he started the brand and his La Primavera-based distillery decades ago, and now it's has become an internationally-recognized staple in the luxury tequila arena. If you couldn't make it to Mercer Labs to step into the story of Tequila Don Julio, you can check out what went down above. DON JULIO Tequila. 40% Alc/Vol. Imported by Diageo Americas, New York, NY. Sip Responsibly. Don't share with anyone under 21.
Forbes
10-06-2025
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The World's Best Tequila, According To America's Top Bartenders
Assorted Tequila shots with lime and salt and with orange and cinnamon. getty A Tequila and a mezcal were selected as the top spirits in their respective categories at the 2025 Bartender Spirits Awards. Below is a brief description and tasting notes for the two agave spirits. Don Nacho Tributo Reposado Tequila is crafted by the Hernandez Gutierrez family in Jalisco's Los Altos region, paying homage to the rich traditions of Jalisco's Highlands. The Tequila undergoes a traditional production process that includes slow-cooking the agave in stone ovens, roller mill extraction, and fermentation in stainless steel tanks without fibers. The spirit is then double-distilled in stainless steel pot stills and aged for 10 months in new American white oak barrels, developing a harmonious balance of agave character and oak influence. The Tequila presents a bright straw-yellow hue with golden highlights, reflecting its extended maturation in oak barrels. On the nose, it exhibits fresh and baked agave notes, while subtle hints of vanilla, maple syrup, citrus zest, and a hint of anise/licorice add complexity. On the palate, the Tequila is robust and aromatic. It reflects an agave and oak-forward profile, showcasing seasoned wood, spice notes of pepper and cinnamon, and a subtle caramel sweetness. The finish is long, slightly sweet, and smooth, with lingering notes of cooked agave, wood spices, and caramel. Don Nacho Tributo Reposado is a testament to the heritage and craftsmanship of Jalisco's Tequila producers. Its balanced profile, marked by the interplay of agave and oak, offers a refined tasting experience that appeals to both connoisseurs and beginners. Mezcal with chili pepper and slice of orange. A typical Mexican alcoholic beverage, it's made from many different types of agave. getty 400 Conejos Espadín Joven Mezcal is a widely available mezcal expression, crafted in the town of Santiago Matatlán, Oaxaca, the heart of mezcal production. The mezcal is made from 100% Espadín agave from Oaxaca, Mexico. José Cuervo owns the brand. As Mezcal has grown in popularity, its production has increasingly bifurcated between large, industrial-sized producers utilizing Espadin agave, and artisanal producers using a mix of traditional wild and domesticated agaves. The production process involves roasting the agave hearts in traditional underground pits, followed by crushing with a stone wheel 'tahona,' fermentation in wooden vats, and double distillation in copper pot stills. The result is a joven or unaged mezcal that reflects the essence of Oaxaca's mezcal terroir. The mezcal is crystal-clear with silver nuances, showcasing its unaged nature. The nose features aromas of wood smoke and light char, accompanied by subtle hints of ripe fruit and herbal/herbaceous notes. Sweet cooked agave is featured prominently on the palate along with herbaceous and fruity notes, and a persistent cold smoke. The finish is long and smooth, with a subtle yet persistent smokiness and lingering fruity and herbaceous notes. 400 Conejos Espadín Joven Mezcal offers an authentic taste of Oaxaca's mezcal heritage at a reasonable price point. Its balanced, complex flavor profile and smooth finish make it suitable for both sipping and mixing, regardless of whether you're new to mezcal or a seasoned enthusiast. The International Bartender Spirits Awards is a renowned global competition that showcases the world's best spirits. Selection is based on quality, innovation, value, and craftsmanship. Judged by an expert panel of bartenders and industry professionals, the competition is highly regarded in the spirits industry and serves as a benchmark for quality. These two spirits are both readily accessible and reasonably priced. More importantly, according to some of America's top bartenders, they are also among the world's best Tequila and Mezcal. Both are worth trying and, if you like them, adding them to your bar!
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Tequila Don Julio Unveils a Multi-Sensory Tasting Experience at Mercer Labs in NYC
Tequila Don Juliohas teamed up with New York City'sMercer Labs Museum of Art and Technologyto presentPor Amor: An Immersive Tasting Experience,which takes you on a journey through the Blue Weber agave harvesting process,the history and legacy of founder Don Julio González and more — using proprietary technology to reimagine how tequila is experienced and celebrated through art and technology. Mercer Labs is a cultural institution that bridges the gap between art and technology, and this is the museum's first-ever full brand takeover. Tequila Don Julio continues to honor its long-standing tradition of pushing boundaries through innovation with this first-of-its-kind experience, which invigorates the expressions and flavors of the spirit. As guests enter the four-day only installation, they will be met with the sounds, flavors and rhythms of Mexico, which will be personified through interactive rooms that tap into the five senses. Tequila Don Julio tells the story of its founder, as well as its aged expressions — Tequila Don Julio Reposado, Tequila Don Julio 70 Añejo Cristalino, and Tequila Don Julio 1942 — through 4D spatial sound, LED mirrored infinity rooms and volumetric light displays, fusing its passion for innovation with Mercer Labs' capacity for boundless creativity. As visitors are enveloped by the sounds of Mexico and the rich scent of roasted agave and oak, they will also have the chance to craft and sip on their own signature Tequila Don Julio cocktails using fresh ingredients and artisanal tools. Mexico is the home of Don Julio, so the brand wanted this project to encapsulate the magic of the region and connect visitors to Mexico in a deeper way. 'Don Julio González devoted his life to crafting tequila of the highest quality,' said Karina Sánchez, Global Brand Ambassador for Tequila Don Julio. 'This experience honors his unwavering spirit of innovation—a place where tradition and imagination converge, inviting guests to celebrate the extraordinary that can be achieved when passion fuels every step of the journey.' The experience will take place from June 12-15, and complimentary tickets are available on a first-come, first-serve basis
