01 of 07 · Birthplace of Cuervo
La Rojeña
A faithful recreation of Latin America's oldest distillery, where Jose Cuervo has been made since 1758.
01
Grand Opening Week · Toledo Studios, Miami
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Now Open · Closes In
26d02h42m05s
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25,000 SQFT · 10+ ROOMS · 45 MIN JOURNEY · SINCE 1758 · 25,000 SQFT · 10+ ROOMS · 45 MIN JOURNEY · SINCE 1758 · 25,000 SQFT · 10+ ROOMS · 45 MIN JOURNEY · SINCE 1758 · 25,000 SQFT · 10+ ROOMS · 45 MIN JOURNEY · SINCE 1758 · 25,000 SQFT · 10+ ROOMS · 45 MIN JOURNEY · SINCE 1758 · 25,000 SQFT · 10+ ROOMS · 45 MIN JOURNEY · SINCE 1758 ·
Chapter 01 — The Journey
From Seed
to Spirit.
Tequila Town is an analog escape designed for today’s digital climate — a 25,000-square-foot pilgrimage through the cultural intersections of the world’s fastest-growing spirit.
Backed by the Beckmann family — the dynasty behind Cuervo, 1800, Reserva de la Familia and Centenario, who have been making tequila since 1758 — and developed in collaboration with multimedia artist Danié Gómez-Ortigoza, the experience traces agave from seed to spirit through more than ten cinematic environments.
Every turn feels like a new chapter.
- Square feet
- 25,000+
- Immersive rooms
- 10+
- Cinematic journey
- 45 MIN
- Beckmann legacy since
- 1758
The Cinematic
A Living Tribute to Agave
Chapter 01½ — A Glimpse
A cinematic
tribute to agave.
From the valleys of Jalisco to the pulse of Miami — every detail of Tequila Town is choreographed. Sound, scent, light, ritual.
Chapter 02 — The Rooms
Ten chapters,
one journey.
From the symbolic Cuervo Express to the candlelit Reserva de la Familia, each room is its own cinematic environment — designed with the heritage of Jalisco and the pulse of Miami in mind.
02 of 07 · The illuminated bottle
1800 Tequila
Step inside the iconic 1800 silhouette — promotional posters, soft light, and sculpted tequila architecture.
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03 of 07 · The long table
Reserva de la Familia
Candlelight, florals, and a single long table set for an intimate ancestral tasting in stone.
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04 of 07 · Geometry of agave
Cristalino
Illuminated agave plants and modern geometry — a contemporary chapter in tequila's evolution.
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05 of 07 · Welcome aboard
Cuervo Express
Symbolic train ride from Miami to Mexico — LED windows turn the journey into theatre. Your passport gets stamped.
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06 of 07 · Centenario, est. 1857
Lázaro's Hacienda
A tribute to Lázaro Gallardo — Mexico's first Maestro Tequilero and the founder of Centenario.
06
07 of 07 · Tequila's next chapter
Cristalino Cantina
A sleek lounge that nods to Dobel and the future of agave — closing the journey on a cinematic note.
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Chapter 03 — The Press
As featured in.
From Time Out to NBC, Tequila Town earned more than 3.25 billion media impressions across 40+ placements before opening night.
- Earned media impressions
- 3.25B
- Press placements
- 40+
- Broadcast segments
- 4
- IG stories
- 50
- Time Out Miami
- WSVN Deco Drive
- WPLG Local 10
- Modern Luxury
- Aventura
- Florida Trend
- Resident
- BizBash
- The Boca Observer
- South FL Business Journal
- Miami Vibes
“A love letter to Mexico.”
“Built for connection.”
“Every turn feels like a new chapter.”
“An odyssey through the heart of agave.”
“A love letter to Mexico”Time Out Miami
“Built for connection”Miami Herald
“Every turn feels like a new chapter”WPLG Local 10
“An odyssey through the heart of agave”Boca Raton Observer
“A portal disguised as a festival”Yahoo Creators
“From seed to spirit”Miami Living
“We embrace a more analog approach”Florida Trend
“Like tequila but hate the bar scene?”Miami Herald
“An inside look at Tequila Town's high-spirited Miami debut”BizBash
“Reimagines tequila through art, ritual, and storytelling”Resident Magazine
“A love letter to Mexico”Time Out Miami
“Built for connection”Miami Herald
“Every turn feels like a new chapter”WPLG Local 10
“An odyssey through the heart of agave”Boca Raton Observer
“A portal disguised as a festival”Yahoo Creators
“From seed to spirit”Miami Living
“We embrace a more analog approach”Florida Trend
“Like tequila but hate the bar scene?”Miami Herald
“An inside look at Tequila Town's high-spirited Miami debut”BizBash
“Reimagines tequila through art, ritual, and storytelling”Resident Magazine
On the page · Miami Herald
“Built for
connection.”
In a digital age, Tequila Town is an analog escape — a 25,000 square-foot pilgrimage where the ritual matters as much as the sip.
Chapter 04 — The Pillars
Four senses,
one ritual.
Drinks
Tahona Bar, Cristalino Cantina, and a curated tequila flight library.
Culture
Live performances, artisans, and ritual moments throughout the journey.
Food
Culinary pop-ups and a Mexican mercado to close the experience.
Music
From mariachi to modern Latin — sound choreographed to every space.
Chapter 05 — Frequently Asked
Know before
you go.
Everything you need to know before stepping into 25,000 square feet of agave.
About 45 minutes. The journey begins with a welcome cocktail and a 'passport' that gets stamped as you board the Cuervo Express, then unfolds through more than ten cinematic environments before the final mercado. Pace yourself — you'll be served four drinks total.
Toledo Studios at 4710 NW 37th Ave in Miami, right next to Factory Town in Hialeah. Organizers recommend planning a rideshare or designated driver — parking is limited and drinks are plentiful.
Now open through May 5, 2026. Hours: Thursday–Saturday 4pm–midnight, Sunday 4pm–10pm, with a special Cinco de Mayo opening on May 5 from 4pm to midnight.
From $79. Tickets are timed-entry and selling fast — Tequila Town has been featured by Time Out, Miami Herald, NBC and more across 40+ press placements before opening night.
No — Tequila Town is 21+. Valid government-issued ID required for entry. The experience includes multiple tequila tastings throughout the journey.
Smart casual. The experience is part theatre, part gallery, part lounge — dress for an evening out. Comfortable shoes recommended since you'll be walking through 25,000 square feet of immersive environments.
Tequila Town is backed by the Beckmann family — the dynasty behind Cuervo, 1800, Reserva de la Familia and Centenario, who have been making tequila since 1758. The experience was developed in collaboration with Mexican-American multimedia artist Danié Gómez-Ortigoza, with Montana Masback as Creative Director.
Yes. Tequila Town is available for private buyouts — perfect for brand activations, corporate dinners, and milestone celebrations. Contact hi@tequila.town to inquire.
Chapter 06 — Last Call
Be the first to enter.
Limited tickets remain for the final week of the journey. Join the list for early access to drops, private events, and the next experience.
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