Brussels World Spirits Closing Tasting session at Hacienda de Ahuacatepec, Jalisco
What is Raicilla? Jalisco Denomination of Origin Drink. Travel Video Puerto Vallarta https://promovisionpv.com/what-is-raicilla-jalisco-denomination-of-origin-drink-travel-video-puerto-vallarta/
The Brussels World Spirits Competition continues to make history in Jalisco.
The international projection of raicilla was consolidated through an immersive experience, which allowed judges from 42 countries to learn about the cultural, historical, and territorial richness that gives this distillate its identity.
Communities in 16 municipalities benefit from raicilla production and the promotion of sustainable tourism, through artisanal processes and living traditions that strengthen local identity.
As a result of the support and coordination of the Jalisco Tourism Secretariat, an unprecedented event for the international promotion of raicilla took place, with an immersive experience for 150 judges of the 27th edition of the Brussels 2025 World Spirits Competition.
Hacienda de Ahuacatepec
This activity took place at the Hacienda de Ahuacatepec, Casa Labastida, in the municipality of Atenguillo.
After two days of specialized sessions on beverages with designations of origin, the group of tasting experts attended a technical workshop as part of the event, which brought together more than 2,550 samples from 170 countries.
The activity focused on firsthand knowledge of the crops and the harvesting process of the five types of agave used in the production of raicilla.
Raicilla is the second Jalisco distillate with a Designation of Origin (DO), since June 2019, and is produced in 16 municipalities in Jalisco and one in Nayarit.
Its production involves entire communities, strengthens social inclusion, promotes territorial pride, and stimulates the local economy.
Its impact extends to sustainable tourism and attracts visitors who value the artisanal processes and living traditions that define the identity of Jalisco’s diverse tourist destinations.
During this event, judges from 42 countries toured a hacienda with more than 360 years of history and the “Taberna 3 Gallos,” in addition to learning about the artisanal production process, from the harvesting of the agave to its distillation.
Yesterday, at the emblematic Hacienda Centenario de Casa Cuervo, the 150 judges from 42 countries toured “La Rojeña,” the oldest operating distillery in Latin America, discovering the cultural and historical soul of tequila.
There, we unveiled the revamped Tequila Valley Route, comprised of more than 50 tequila houses in eight municipalities; a tour that celebrates our traditions, boosts tourism, and reaffirms tequila as Mexico’s ambassador to the world. #AlEstiloJalisco
During these past four nights, attendees of this prestigious international event have learned about and enjoyed the vast tourist attractions of Guadalajara, Tequila, our two new tequila routes, and the rest of the great state of Jalisco, while also evaluating the best in the world’s spirits industry.
What is Tequila and Visit the City of Tequila, Jalisco. https://promovisionpv.com/what-is-tequila-and-visit-the-city-of-tequila-jalisco/
While Tequila and Raicilla, proudly from Jalisco, seemed to surprise the palates of these tasting judges, we set out to explore the Raicilla route in three of the municipalities that comprise it, to close this event with a flourish in the most Mexican port of all: Puerto Vallarta.
Jalisco Tourism Secretariat Promotes Tequila Valley Route
The new offering is part of the Tequila Route, which now encompasses a region comprised of eight municipalities and more than 50 tequila houses.
The area boasts 139 tourism products and experiences, 1,342 hotel rooms, and 441 food and beverage establishments, as well as a diverse tourism offering that combines nature, culture, and gastronomy.
To reaffirm the international positioning of tequila and promote the Tequila Valley as a tourist corridor of high heritage and economic value, the Jalisco Tourism Secretariat held a day of activities that brought together key representatives of the spirits industry.
The presentation of the route, led by Michelle Fridman Hirsch, Secretary of Tourism, was the central announcement of the event, marking a significant step in the evolution of Jalisco’s tourism and cultural offerings.
This new offering joins the Tequila Route, which for years has offered visitors a tour of some of the continent’s oldest distilleries, learning about the traditional production process, and exploring historical sites aboard tourist trams.
The Tequila Valley Route features 139 tourism products and experiences, 1,342 hotel rooms, and 441 food and beverage establishments.
It includes more than 50 tequila producers and a diverse range of experiences linked to nature, adventure, gastronomy, and the historical and cultural legacy of Jalisco.
Fridman Hirsch recognized the Cuervo family’s work in promoting the current Tequila Route and the experiences it offers visitors.
He explained the new route’s objective to an audience of expert tasters, who are part of the Brussels World Competition judging team.
“We want you to be part of this process. Remember the map of Jalisco, with its 12 Pueblos Mágicos (Magical Towns) and the cities with special recognition; among them is Tequila, which will be the starting point for the Tequila Valley,” he explained.
“The current route runs through four municipalities: El Arenal, Amatitán, Tequila, and Magdalena. Now it extends to the other side of the volcano, integrating eight municipalities in total and shaping a new region that is being built on two fronts,” he added.
The city of Tequila boasts a diverse hotel offering, ranging from hotels to mansions with international certifications, as well as a solid culinary offering complemented by museums and cultural centers.
The Tequila Valley will expand this experience, connecting new spaces and narratives to this destination.
“We are working to transform the Tequila Valley into a region that, like Napa Valley and other destinations linked to wine experiences, articulates a comprehensive offering centered on tequila,” said Michelle Fridman.
“The intention is to develop a model that connects production, landscape, culture, and visits, with a more structured vision and international reach. This effort contemplates the consolidation of Tequila as a starting point and expansion into the Tequila Valley as a new route,” she added.
The event took place at Casa Cuervo, as part of the activities of the 27th edition of the Brussels World Spirits Competition, which runs until September 12 in the state.
The event brought together the competition’s leading authorities, as well as 150 international judges from 42 countries, reaffirming the competition’s global reach and the international interest in tequila as a symbol of identity and excellence.
The municipalities that make up this route are El Arenal, Amatitán, Tequila, Magdalena, San Juanito de Escobedo, Etzatlán, Ahualulco de Mercado, and Teuchitlán. Each one contributes a unique identity to the tour.
As part of the program, a visit was made to Hacienda El Centenario, an emblematic space that reflects the tradition and excellence of tequila production.
The guests also toured the “La Rojeña” distillery, one of the oldest and most representative in the country, where they learned firsthand about the tequila-making processes and their connection to the Jalisco identity.
Attendees included Baudouin Havaux, President of the Brussels World Competition; Ulric Nijs, Director of Spirits Selection by CMB; Carlos Borboa Suárez, Director of the Brussels World Competition for the Americas; and Roberto Delgado Gallart, General Manager of Mundo Cuervo.
Also in attendance were Roberto Ciprés Cruces, President of the National Chamber of the Tequila Industry; Araceli Ramos Rosaldo, Director of Public Relations for Casa Cuervo; and Gustavo Staufert Buclón, Director of the Guadalajara Convention and Visitors Bureau.
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