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As the Pandemic subsides, events are happening again, however, best to check with event organizers before making commitments. Tequila Culture Expeditions (TCE), Periodic, Jalisco, Mexico With the explosion of tequila's popularity, many people are anxious to learn more about this intriguing spirit. TCE includes historic and cultural background, explanatory distillery tours, and plenty of tequila tasting. Attendees will be immersed in many aspects of the tequila industry. Comprehensive expeditions are normally led by Mexican Historian and Author, Juan Bernardo Torres. Bernardo Torres, widely regarded as an influential expert in the tequila industry, is uniquely qualified to educate and entertain the attendees. For more information, visit: facebook, Tequila-Culture-Expeditions Coasterra's Tequila Fest, San Diego, 24 Feb 2024 
For more information and to purchase tickets, visit: Coasterra Tequila Fest San Francisco World Spirits Competition, 5-7 April 2024 The San Francisco World Spirits Competition is the first comprehensive, international spirits judging ever held in the United States on an annual basis. Judging is based on a blind, consensual procedure ensuring competitive integrity, making this annual competition a reputable and recognized competition in the spirits industry. While the competition results are made available to the public, the event itself is closed to all but the waitstaff and the judges themselves. Recent Competitions were held at the distinguished Hotel Nikko in downtown San Francisco. For more information, visit: http://www.sfspiritscomp.com/ San Diego Tequila, Taco & Music Festival, 6-7 April 2024 California's Largest Traveling Tequila & Taco Music Festival return to San Diego. It will be held at Thrive Park at Snapdragon Stadium. Join us for Two Days of Fun in the Sun on Saturday, April 6th and Sunday, April 7th. This event will showcase Premium Tequila Sampling, Margaritas, Gourmet Street Tacos, Live Music, and Craft Beer. For more details and to purchase tickets, visit: 
Mexico in a Bottle 2024 Events Mexico in a Bottle events feature numerous mezcals and agave spirits as well as a variety of other alcoholic beverages along with incredible bites from local restaurants, cocktails from local bartenders, encounters with incredible personalities in the mezcal world, and much more. San Diego's 2024 event will be held on 6 Oct at the Bread & Salt Gallery.
For Dates and Locations, visit: 
5th Edition London Spirits Competition, 20-21 March 2024 The London Spirits Competition has been created exclusively by the Beverage Trade Network, the US drinks events, services, business and publishing group dedicated to helping producers and brand owners get closer to the buyers, distributors and retailers that can bring their products to market. Winners will receive either a Gold, Silver or Bronze award and be supported by a strong consumer awareness campaign, particularly through social media channels and spirits comparison apps, to promote this new global competition. For more information, visit: https://londonspiritscompetition.com/en/ 2024 Tequila, Taco & Music Festivals, California Locations. The Tequila, Taco & Music Fest travels to numerous cities around the nation - San Diego, CA, 6-7 April - Ventura, CA, 13-14 July - Santa Clarita, Palmdale and San Luis Obispo coming. For more information, visit: Tequila Tasting at the Triton Museum, Santa Clara, CA - 10 May 2024 The event will be held from 6-8pm at the Triton Museum, 1505 Warburton Avenue, Santa Clara, CA 95050. Discover and learn about the artistry of tequila and enjoy exciting food pairings. Mingle with product representatives while enjoying agave spirits, music and refreshments at the event. Space is limited thus advanced ticketing is suggested. For more information and to purchase tickets, visit: https://www.tritonmuseum.org/events 
To view a slideshow of the 2019 Triton Tasting, visit: 2019 Santa Clara Tequila Tasting Bartender Spirits Awards, 21 May 2024, San Francisco, CA The aim of this competition is to provide independent and honest reviews for brands targeting the U.S. bar trade. The judging panel consists of some of the most renowned names in the U.S. bar industry, all of them with extensive expertise within the on premise industry. For more information, visit: Bartender Spirits Awards Annual World Tequila Day, Amatitan, Jalisco, 27 May Many
historians have long believed Tequila (mezcal wine) was being
produced in Amatitan, Jalisco back in the 16th century. Some historians
and officials claim the oldest known tequila producing factory
was discovered in 2008 on the El Caballito Cerrero Ranch in Amatitan
(just a few kilometers east of the town of Tequila). Ancient fermentation
tanks, ovens and mills were found at this location by tequila
historian Claudio Jimenez Vizcarra. [1] To view photos of this historic production area, click here on Tecuane Canyon Ruins.
Amatitan officials have worked with other politicians in Mexico in attempts to establish "World Tequila Day" as a national holiday in celebration of Mexico's
tequila Heritage. The event is also aimed at increasing awareness
and recognition for Amatitan as being an origin of tequila. Although the 4th and 5th annual events were less entertaining, the
3rd event on 27 May 2009 included performances by traditional
dancers from various parts of Mexico and entertainment by two
distinctive mariachi bands. Throughout the 2009 event, a group
of locals worked vigorously to break the world record for making/serving
the most margaritas at a single time - 7000 MARGARITAS! Tijuana Agave Expo, 18-21 July 2024 The 2nd annual Tijuana Agave Expo will take place July 18 to July 21, 1 PM to 11 PM. It will be located at Avenida Revolucion, between Calle 8 and 9. The event will feature tequila, mezcal, bacanora, sotol, and raicilla, along with food stands and cultural music. 
Juarez Tequila and Mariachi Expo, 31 Aug - 3 Sept 2023 The 2023 Tequila and Mariachi Festival in Ciudad Juarez will be at Plaza de la Mexicanidad or Plaza X. Enjoy a wide variety of tequilas, beautiful mariachi music, and a gastronomic experience. 
Expo Tequila Tlaquepaque, Jalisco, 30 Aug - 1 Sept 2024 A show made to know and enjoy the world around Tequila and other agave spirits. Exposure and wholesale of premium spirits, tastings, art exposition on tequila theme, mariachi bands, food and more. The event will be held at El Refugio Culture Center, Donato Guerra 160, Tlaquepaque, Jalisco, Mexico. 15th Annual San Diego Spirits Festival, 19-20 Oct 2024 The San Diego Spirits Festival is Lifestyle focused and offers a multi-faceted event which will appeal to the novice cocktail lover, culinary enthusiast, fashonista and even the experienced Mixology pro. The festival has moved to the newly-renovated Museum of Contemporary Art San Diego in La Jolla (MCASD), featuring unlimited cocktails from over 60 brands, live music and entertainment, access to MCASD’s galleries and more. For more information, visit: https://www.sandiegospiritsfestival.com/ 
Mexico in a Bottle, San Diego CA, 6 Oct 2024 Mexico in a Bottle 2023 is set for Sunday, October 8th, 4:00-7PM at Bread & Salt Gallery, 1955 Julian Avenue, San Diego, CA 92113. This event will feature numerous mezcals and agave spirits as well as a variety of other alcoholic beverages and tasty bites from local restaurants. For details, visit: Mexico-in-a-Bottle
23rd Expo Tequila, Tijuana, Mexico, 17-20 Oct 2024 Per thier Facebook announcement, the 4-day event will be held between 8th and 9th on Revolución Avenue in centro Tijuana. The Event normally advertises more than 60 tequila stands and 400 brands. A good idea is to confirm dates and location for this event via their Facebook page. Search for "Expo Tequila Tijuana". This Expo provides attendees the opportunity to experience different
aspects of Mexico's culture (traditional Mexican cuisine, mariachi music, and dancers combined with a large selection of agave-based spirits). There are numerous booths manned by Tequila/Mezcal representatives offering samples of their brands. There is plenty of tequila available for purchase throughout the event. Entrance fee is probably about $8US. 
Back in 2009, there were a limited number of tour guides for hire that would pick you up at your hotel in Guadalajara and shuttle you (and your group) to tequila distilleries. I arranged a tour with David Ruiz, Tequila Expert and Consultant. Mr. Ruiz did an excellent job however I am uncertain if he still offers this service.
Although I have not personally attended, there are a few other entities offering a variety of tours around Jalisco's tequila region. Some possible sources are Tequila Tours from Guadalajara
, Tequila Trail Tours
, Experience Agave
, and the
Blue Agave Tour
with Khrys Maxwell. The Tequila Geotourism Program is promoting tourism to Tequila, Jalisco. There is no experience comparable to crossing the agave landscape in Jalisco on the way to Tequila. During the trip, visitors can admire an inspiring natural setting and enjoy an unforgettable journey towards the spirit of Tequila: an encounter with the tequila culture. Visit their website: Geo Tourism Tequila Jalisco
On a later visit, we took the Tequila Bus from Guadalajara (Centro Viejo Autobus
also known as the "Old" bus station) to the town of Tequila. There are museums
and distilleries within walking distance of the main plaza and
you can easily arrange tours (including transportation) to a few
local distilleries with tour groups departing the central plaza.
Last I checked, the Tequila busses run fairly frequently throughout the day back and forth between
Guadalajara and Tequila, with stops in El Arenal and Amatitan. We found this is not the case from the
new bus station in Guadalajara. The past few trips we have hired taxis to get us from place to place. It cost more but saves time which is also important, and the prices were reasonable. Touring
the Arandas area is a bit more difficult as most distilleries
do not give tours on a regular basis, and they are not nearly
as accessible as those in the town of Tequila. It can be hit or
miss when you show up (if there will be someone available and
willing to give you a tour). Hiring a tour guide to visit the
highland distilleries around Atotonilco and Arandas is recommended.
Another possibility is to hire a taxi for the day with a driver
that knows the area. If you don't speak any Spanish, this may
not be your best option. We did a bit of both by hiring a tour guide (David
Ruiz) who picked us up in Guadalajara and dropped us off at a hotel in Arandas after visiting distilleries in the Los Altos area. The next day we hired a taxi driver who took us to visit three more distilleries near Arandas. Our driver on this occasion (Jose Navarro) spoke some English and his rates were reasonable. We took the bus back from Arandas to Guadalajara.
The trip takes about 2 1/2 hours and cost less than $10 per person
(one-way). The bus from Arandas to Guadalajara arrives at the
new bus station in Guadalajara. This is a huge bus station (multiple
terminals) with connections to major cities throughout Mexico. From 2010 to 2022, we (Tequila Connection and friends) made seven additional (multi-day) journeys to tequila country. Many wonderful people have taken time to show us their history, processes and passion producing our favorite spirit. We have thoroughly enjoyed the culture and have developed friendships that will last forever.
To see highlights of our journeys to Jalisco, click on
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