One Journey, 7 Experiences
The Museo Alameda proudly present its upcoming exhibition: Tequila, The Spirit of Mexico, a journey into the heart and soul of a beverage that runs deep inside the culture, the history and the heritage of Mexico as a nation. Seven experiences will bring to life the story of tequila from its origins where myth and reality mesh, to becoming a symbol of national pride, to its multicultural appeal that has taken many of its brands global.
Origins
This first experience will showcase how “vino de tequila” came about. Through historic and contemporary maps, visitors will have context of the times and places where tequila was produced and how most of the old ways are alive today. Art, sculptures and multimedia installations will create this initial experience that will set the tone for the entire exhibition.
This first experience will showcase how “vino de tequila” came about. Through historic and contemporary maps, visitors will have context of the times and places where tequila was produced and how most of the old ways are alive today. Art, sculptures and multimedia installations will create this initial experience that will set the tone for the entire exhibition.
Past and Antecedents
This experience will take visitors to the time of the Conquest, the Spanish colonization, Mexico’s journey to independence and the coming of age of a New Nation in a new world order. Visitors will learn how transportation was altered by the railroad system in Mexico and why mining became an important part of life back in the day. A visual timeline will take visitors through the evolution of heraldic emblems of the different tequila brands. Maps, vintage photos, art and documents will be at display.
This experience will take visitors to the time of the Conquest, the Spanish colonization, Mexico’s journey to independence and the coming of age of a New Nation in a new world order. Visitors will learn how transportation was altered by the railroad system in Mexico and why mining became an important part of life back in the day. A visual timeline will take visitors through the evolution of heraldic emblems of the different tequila brands. Maps, vintage photos, art and documents will be at display.
Plantation & Care
Three elements are key to the cycle of tequila: bats, tools and the Jimador. Here visitors will experience how these three unique elements come together to create a perfect storm. Even today they are as alive and critical to the process as they were centuries ago. Visitors will understand: where tequila is planted, cared and harvested, and why there is such thing as a NOM and what it means. Visual aids will include seeds, soil, and tools of the trade.
Three elements are key to the cycle of tequila: bats, tools and the Jimador. Here visitors will experience how these three unique elements come together to create a perfect storm. Even today they are as alive and critical to the process as they were centuries ago. Visitors will understand: where tequila is planted, cared and harvested, and why there is such thing as a NOM and what it means. Visual aids will include seeds, soil, and tools of the trade.
Process & Bottling
Visitors will be educated on how tequila is processed and bottled for distribution. This experience will walk attendees through the old process and how it has evolved, from extraction to fermentation to distillation all the way to bottling. Tools, “alambiques”, tanks, all the paraphernalia will be on exhibit for visitors to enjoy. The highlight of the exhibition will be here, where visitors will have a unique chance to see the most important collection of tequila bottles in the world. This is a rare and amazing opportunity for brands to be showcased in bottles that date from centuries past.
Visitors will be educated on how tequila is processed and bottled for distribution. This experience will walk attendees through the old process and how it has evolved, from extraction to fermentation to distillation all the way to bottling. Tools, “alambiques”, tanks, all the paraphernalia will be on exhibit for visitors to enjoy. The highlight of the exhibition will be here, where visitors will have a unique chance to see the most important collection of tequila bottles in the world. This is a rare and amazing opportunity for brands to be showcased in bottles that date from centuries past.
20th Century: Launch and Growth
Visitors will experience how with the advent of the 20th century and the winds of change that the late century brought within, tequila kicked-off beyond Mexico’s borders to take the world by storm. Art, folklore, music and cinema were strongly influenced by tequila. Exports to the US and later to different parts of the world started growing . Movie posters, “picados”, art installations and movie clips will infuse visitors with the muses that made the beverage a “great influencer”, a cultural statement of Mexico, home and abroad.
Visitors will experience how with the advent of the 20th century and the winds of change that the late century brought within, tequila kicked-off beyond Mexico’s borders to take the world by storm. Art, folklore, music and cinema were strongly influenced by tequila. Exports to the US and later to different parts of the world started growing . Movie posters, “picados”, art installations and movie clips will infuse visitors with the muses that made the beverage a “great influencer”, a cultural statement of Mexico, home and abroad.
National Pride
In this gallery visitors will experience why tequila has become a matter of Mexican National Pride. Attendees will learn why UNESCO declared Tequila a world conservation place for its unique landscape, will also learn about the Guinness record for the biggest Tequila bottle, and how charreria and mariachi blend with it all. Haciendas, especially haciendas tequileras are important landmarks of Mexico’s heritage, here visitors will have the opportunity to learn about them and how they contribute to the life of tequila and its evolution.
In this gallery visitors will experience why tequila has become a matter of Mexican National Pride. Attendees will learn why UNESCO declared Tequila a world conservation place for its unique landscape, will also learn about the Guinness record for the biggest Tequila bottle, and how charreria and mariachi blend with it all. Haciendas, especially haciendas tequileras are important landmarks of Mexico’s heritage, here visitors will have the opportunity to learn about them and how they contribute to the life of tequila and its evolution.
Traveling Tequila
Tequila is together with its indigenous food, one of Mexico’s most noble ambassadors. Tequila’s most legendary and establish brands hold ground and expand their global reach while some new kids on the block are now conquering the world with “the Spirit of Mexico”. In this experience visitors will witness how tequila is consumed around the world, how its authenticity is preserved and why it has been awarded and recognized as one of the most unique spirits of all.
Tequila is together with its indigenous food, one of Mexico’s most noble ambassadors. Tequila’s most legendary and establish brands hold ground and expand their global reach while some new kids on the block are now conquering the world with “the Spirit of Mexico”. In this experience visitors will witness how tequila is consumed around the world, how its authenticity is preserved and why it has been awarded and recognized as one of the most unique spirits of all.