Taste of Herradura

Craft Meets Culinary in a World-Class Tasting Experience

Tequila Herradura has always been a symbol of handcrafted excellence. But in a crowded premium spirits market, great taste isn’t enough—it needs to be felt. So we created Taste of Herradura, a cross-market culinary platform that turns tequila into a sensorial art form. Think chef-curated menus, agave storytelling, and immersive pairings—served with a side of heritage, innovation, and volcanic soil.

The goal? Showcase Herradura as more than just a premium spirit—it’s a catalyst for elevated culinary experiences. We tapped into the shared DNA of chefs and tequila makers: obsession with craft, reverence for ingredients, and a refusal to cut corners. From intimate dinners to cultural food fests, Taste of Herradura became a moveable feast that made people stop, sip, and feel something.

One of the most deceptively simple—and quietly extraordinary—touches? Serving actual cooked agave as a garnish. A nod to our traditional tequila-making process, this rare botanical ingredient helped close the loop between field, flavor, and glass. It wasn’t easy—importing cooked agave from Amatitán is a logistical dance—but the payoff was visceral. Guests made the connection. And it stuck.

Each activation was designed to connect the dots—from field to bottle, from kitchen to cocktail. Local chefs, bartenders, and creatives co-authored the story, while guests became part of it.

Over the course of the tour, we engaged thousands of consumers, trade leaders, and culinary influencers across key U.S. markets—earning glowing sentiment, rich social content, and shelf-to-sip conversion. Taste of Herradura now serves as the brand’s most successful culinary storytelling platform to date.

It was smooth. It was spicy. It was unforgettable.