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In a margarita-loving town like New York, we'd never say no to free tequila, especially when said tequila is being served at a cool new exhibition hosted by one of the spirit's most popular brands. Tequila Don Julio is coming to Mercer Labs Museum of Art and Technology in New York City with a first-of-its-kind, free multi-sensory tasting experience from Thursday, June 12 to Sunday, June 15, celebrating the craft of Mexican spirit-making as well as the legacy of Don Julio González in high tech—and delicious—fashion.
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Marking the museum's first-ever brand takeover, Por Amor: An Immersive Tasting Experience will utilize the venue's 4D spatial sound system, LED-mirrored infinity rooms and volumetric light displays to chronicle how Don Julio tequila is made and enjoyed the world over.
Guests will be guided through interactive rooms, each designed to unlock your senses: One features the rhythmic sounds of Mexica as well as the warm aromas of roasted agave and rich oak, while another lets attendees sip their way through several varieties of the spirit (Tequila Don Julio 70 Añejo Cristalino, Tequila Don Julio Reposado and Tequila Don Julio 1942) alongside immersive projections. You'll even get a chance to craft your own signature Tequila Don Julio cocktails using fresh ingredients and artisanal tools.
“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.”
Complimentary tickets are available on a first-come, first-serve basis at experiencedonjulio.com/ga. In terms of timing, it takes about an hour to walk through the whole tequila-fueled experience. And, given that alcohol will joyfully be on offer for your sipping pleasure, the open-to-the-public exhibition is only available to those who are aged 21-and-over. Celebrate responsibly!