Hornitos Tequila Reimagines the Agave Fields of Mexico in New York City for National Tequila Day

Jul. 25, 2022

In honor of National Tequila Day on Sunday 24th of July, Hornitos® Tequila teamed up with street artist and muralist, MADSTEEZ, to transport the agave fields - the main ingredient of Tequila - of Mexico to New York City in a tequila-themed immersive art experience titled "Visions of Agave".

Jointly created by US creative agencies Founders, part of By The Network, & Turner Duckworth, the exhibition captures the bold vibrancy and rich heritage of the Tequila region in Mexico. Each room is an artistic interpretation of a key part of tequila making, and the experience takes visitors on a journey through the process. From soil and agave, to water, to the jimadores.

Visitors were able to learn about the people and elements that must work in harmony to create the spirit that bears the name of its region. Tequila fans also had an opportunity to taste test custom cocktails and enter themselves in a chance to win a trip to Mexico to experience the agave fields and birthplace of Hornitos firsthand.

Inspired by his time spent in Jalisco, the home of Tequila, MADSTEEZ – a disrupter in the art world – designed his own unique vision, and looked to encapsulate the magical essence of the agave fields and circulate an attainable, unforgettable exhibit for those unable to visit in person.

MADSTEEZ said:

"Walking into the vibrant agave fields at both sunrise and sunset, I was immediately inspired by the Jimadores and their craft of harvesting the agave plants -- an artform that has been passed down over many generations. With "Visions of Agave," I wanted to recreate this beautiful scene in my own image and color palette and allow others to be able to “see” the landscape and experience the agave fields firsthand while still in the heart of Manhattan."

 

Tanya De Poli Founder & COO of Founders said:

"We are excited to have been a part of this amazing celebration of Tequila. Having lines going around the block in Chelsea NYC, with people trying to get into the experience is a reflection of how this event hit a note in pop culture and had New Yorkers eager to catch a peek."

 

Ian Conklin, Design Director of Turner Duckworth said:

"Throughout the process, the phrase "larger than life" was the benchmark. Big murals, big agave, big color, big vibe The entire team took it to heart, from the exterior through every detail."