Tequila Don Julio Unveils a Multi-Sensory Tasting Experience at Mercer Labs in NYC

Tequila Don Julio has partnered with Mercer Labs Museum of Art and Technology in New York City to offer Por Amor: An Immersive Tasting Experience, a journey that showcases the process of Blue Weber agave harvesting, the story and heritage of founder Don Julio González, and more. By employing unique technology, they’ve redefined the way tequila is enjoyed and honored through both art and technology.

Mercer Labs serves as a link between art and technology, and they’re debuting their full brand overhaul for the very first time. Tequila Don Julio continues its tradition of breaking boundaries by embracing innovation in this one-of-a-kind experience, which amplifies the artistry and taste of the spirit.

When visitors step into the temporary setup open for just four days, they’ll be immersed in the sights, tastes, and rhythmic beats reminiscent of Mexico. This experience will come alive through interactive spaces designed to engage all five senses. Tequila Don Julio shares the tale of its founder and various aged expressions – Tequila Don Julio Reposado, Tequila Don Julio 70 Añejo Cristalino, and Tequila Don Julio 1942 – using 4D spatial sound, LED mirrored infinity rooms, and dynamic light displays. This unique blend of innovation from Tequila Don Julio and the limitless creativity of Mercer Labs will be on full display.

At Mexico’s heart, visitors will immerse themselves in its distinctive sounds and the captivating aroma of roasted agave and oak. They’ll also get an opportunity to create and savor their personalized Tequila Don Julio cocktails using fresh produce and artisan equipment. The idea behind this project is for the brand, being a native of Mexico, to evoke the enchantment of the region and foster a more profound bond between visitors and Mexico.

Karina Sanchez, the Global Brand Ambassador for Tequila Don Julio, stated that Don Julio Gonzalez dedicated his life to producing top-quality tequila. This tribute acknowledges his relentless innovative spirit – a space where tradition intertwines with creativity, encouraging guests to toast the remarkable feats accomplished when passion drives each stage of the process.

The event is happening from the 12th to the 15th of June, and you can grab free tickets while they last on experiencedonjulio.com/ga (available on a first-come, first-served basis).

Read More