Every sip of Tequila Don Julio tells a story — the story of Don Julio González and his dedicated approach to perfecting the spirit, while also championing his Mexican heritage. The luxury tequila brand invited audiences to experience that story for themselves at Por Amor: An Immersive Tasting Experience at Mercer Labs.
González’s journey began at his first tequila distillery in La Primavera — and now, that legacy comes to life in a high-tech, multisensory takeover. Set within the museum’s art-meets-technology space, the experience transports guests to the nutrient-rich clay soils and warm climate of the Jaliscan highlands, where the story of Tequila Don Julio first took root.
The sensory installation ran from June 12-15. While some parts of the activation revealed the spirit’s origin story, other rooms invited visitors to guided tastings of Tequila Don Julio Reposado, Tequila Don Julio 70 Añejo Cristalino Anejo, and Tequila Don Julio 1942.
While guests savored the layered flavors of Tequila Don Julio and it’s award-winning 100% Blue Weber Agave tequila, they were also immersed in the scent of roasted agave and rich oak—hallmarks of the brand’s signature character—set against the vibrant rhythms and energy of Mexico. Reflecting the brand’s blend of passion and artistry, the experience invited attendees to tap into their own creativity by crafting custom artisanal cocktails.
“Mercer Labs is a home to the world’s most forward-thinking creators, and this collaboration with Tequila Don Julio represents a perfect union of creative vision,” said Roy Nachum, Co-founder and Creative Director of Mercer Labs. “We’re proud to host the brand’s first immersive takeover and give guests the opportunity to experience tequila in a way that’s never been done before.”
