Mexico Tour

Mexico Tour (concept design)

“A journey through our spirits”

Mexico is a fusion of cultures and traditions that have taken root in different ways along the length and breadth of our territory. Both our indigenous and our transoceanic heritages are part of who we are and everything we do. Both strands form our identity
which is made manifest in unique ways in each region of our country. And they all are worth exploring.

The most pleasurable way to discover the many facets of our country is through the many spirits that shape/DELIGHT our soul. So, in Mexico tour we assembled the six distillates that epitomize Mexico’s quest for the perfect beverage. Tequila, Mezcal, Raicilla, Sotol, Bacanora and Charanda.

Mexico Tour is a superior collection of twelve carefully selected pieces that will guide you across our landscape, culture and traditions. An intriguing evocation of the array of cultures and traditions -our music and dances, our arts and crafts, our traditional and contemporary fiestas- all of which shape a place so exceptional that it is beyond words.

Each one of these spirits expresses the personality of a certain region or a special place. Each is the distillation of all of our dreams and affections. And every single one, the sublimation of a cosmic vision into a unique drink. All of them together are the joyful sum of the many things that make life worth living.

Tasting them is as warm as the friendly embrace that is our traditional welcome and as exhilarating as the many horizons our country offers to the adventurous soul. The mellow rolling meadows of our high valleys, the blue and limitless expanse of our oceans, the mind-boggling emerald explosion of our jungles, the breathtaking vastness of our deserts, and the vertiginous rise of the many Sierras in our land.

All these horizons are present in the distinct flavour profiles and taste rewards of the drinks you’ll find in Mexico Tour. Sip them and let them become memories of places visited or longings for those yet to be discovered. Either way, a thrilling invitation to discover many more facets of the mystery of our country.

Mexico tour is a journey through the soul of Mexico.

Tequila Blanco

Tequila is distilled from the Blue Weber Tequilana agave, grown in the region that gave its name to this spirit, a region protected under the Appellation of Origin legislation. Tequila is the beverage that has come to represent Mexico all over the world. Our Tequila Blanco is produced in the town where it all began. Set at the foot of a volcano and overlooking the valley where the agaves grow. Blanco the first product of the distillation process and is considered by many the purest form of the drink: the variety that conveys better, without frills, the personality of this spirit.

Mezcal Espadín

Mezcal, a precursor to tequila, is made from a variety of agave plants, each providing the drink with a distinct flavour and personality. It is usually produced in small batches, often from wild magueyes and mostly following an artisanal process. Mezcal Espadín can be made in any part of Mexico. Ours comes from Oaxaca, a Southern State home of the Mixteco-Zapoteca cultures. In this region, three Sierras collide and form the rugged terrain and contrasts of altitude that give the agaves a distinct and notable flavour. Espadín has a fresh, smokey and strong flavour, balanced with citric overtones.

Charanda

Charanda is a spirit produced by the fermentation and double distillation of sugarcane juice. The name refers to a hill close to Uruapan, the town where it was created. It can only be produced in the State of Michoacán, as they have been granted the Appellation of Origin status. Charanda means “red earth” in Purépecha, the language of Michoacán ́s indigenous people, referring to the volcanic nature of the soil. That, the best sugarcane of the region and the Crystal clear waters of the Cupatitzio river, combine to produce a spirit of the highest Quality and most delicate taste.

Agency: helix Brand Whisperers
Art Direction & Design: Francisco Cázares Zermeño
Year: 2024