• by Teresa Buyikian , May 30, 2025

Tequila Don Julio is paying homage to its founder’s history with an immersive experience that uses modern technology to tell the story of the 1977 birth of the blue agave spirit.

“Por Amor: An Immersive Tasting Experience” takes place June 12–15 at New York City's Mercer Labs Museum of Art and Technology. The experiential exhibit is described by the brand as a “multisensory journey that reimagines how tequila is experienced and celebrated through art and technology.”

The Tequila Don Julio experience is the museum’s first full brand takeover and will use the Mercer’s technologies such as 4D spatial sound, LED mirrored infinity rooms and volumetric light displays. Guests will experince a guided journey through “interactive rooms, each designed to unlock the five senses while showcasing the meticulous craft, passion, and creativity behind every bottle.”

Attendees can expect to learn about Don Julio González's origin story and experience a guided tasting of Tequila Don Julio 70 Añejo Cristalino, Tequila Don Julio Reposado and Tequila Don Julio 1942, accompanied by projections, sounds and scents,  Next they encounter the sounds of the “infectious energy and rhythms of Mexico,” while also smelling roasted agave and oak. Finally, they will be able to create their own Tequila Don Julio cocktail with fresh ingredients using artisanal tools.

Admission to the Tequila Don Julio experience is free and tickets are available on the company's website.