Raicilla Festival Puerto Vallarta, Dama Juana, in its 9th edition, take place on the weekend of March 2026 (13-15).
Dama Juana was created with the aim of highlighting the cultural values of raicilla, its primary objective being “to value the history of the region through the processes of raicilla production.” https://cultura.puertovallarta.gob.mx/festivales/damajuana/
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This objective is further developed through two specific goals: to make the region’s raicilla producers visible, that is, to showcase the master raicilla makers who have preserved the tradition of crafting raicilla, the region’s signature drink, using traditional methods. (Tomatlán, Cabo Corrientes, Puerto Vallarta, Bahía de Banderas, San Sebastián del Oeste, Mascota, Talpa de Allende, Atenguillo, Mixtlán, Guachinango).
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The intention behind showcasing the Master Raicilla Makers is to establish direct contact between them and the public, allowing them to share their personal experiences and explain their learning process for making Raicilla, from planting the agave to obtaining the final beverage.
The second objective stems from the first: to revalue the product, which, due to historical reasons, has been relegated to very few places. This is why Raicilla prices do not reflect the time and effort invested in its production.
During interviews with the region’s master raicilla makers, they all agreed that Raicilla has played a very important role in regional identity. It was the preferred drink par excellence at family gatherings and banquets; it boosted the regional economy, providing sustenance for many families, from those who cultivated and produced it to those who sold it.
Damajuana is a raicilla festival that provides a dignified space for raicilla producers who have no way to market their product, as well as a meeting point for established brands in the respective municipalities of the Costa-Sierra region of the State of Jalisco.
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