Por Amor: Tequila Don Julio Unveils a Groundbreaking Immersive Tasting Experience in NYC

Source: Tequila Don Julio

This June, New York City will play host to an unprecedented fusion of craftsmanship, culture, and cutting-edge technology as Tequila Don Julio presents Por Amor: An Immersive Tasting Experience at the Mercer Labs Museum of Art and Technology. Running from June 12 to 15, this four-day, invite-only event is poised to be one of the most talked-about activations of the summer—not only for spirits connoisseurs, but for anyone with an appreciation for art, storytelling, and the evolution of luxury.

Positioned as the world’s #1 tequila brand by sales value, Tequila Don Julio has long been recognized for honoring its founder’s dedication to craft. But Por Amor goes far beyond traditional tasting—it’s a sensory-forward, boundary-blurring experience where the legacy of Don Julio González is reimagined through light, sound, and interactivity.

Set within the innovative and architecturally captivating Mercer Labs—a museum known for its progressive intersection of technology and art—Por Amor marks the museum’s first-ever full brand takeover. Here, guests will be guided through a series of immersive rooms designed to awaken the senses and deepen their understanding of tequila through storytelling powered by 4D spatial sound, mirrored infinity LED chambers, and volumetric light displays.

This collaboration between Tequila Don Julio and Mercer Labs reflects a shared creative ethos.

Each element of the experience has been thoughtfully designed to express Don Julio’s commitment to excellence, paying tribute to the man behind the name while engaging each of the five senses.

Guests can expect to:

Discover Don Julio’s Origin Story:

• Begin the journey with a dynamic narrative introduction to Don Julio González, setting the emotional and sensory foundation for what follows.

Immerse in the Spirit of Don Julio:

• Engage in a guided tasting of the brand’s signature expressions—Don Julio 70 Añejo Cristalino, Don Julio Reposado, and the iconic Don Julio 1942—surrounded by bespoke sensory cues, including custom visuals, soundscapes, and aromatic environments that reflect each spirit’s character.

Ignite the Senses:

• Encounter Mexico’s cultural vibrancy through the sounds of rhythmic celebration and the scents of roasted agave and oak—invoking the land, labor, and love that shape every bottle.

Stir Up Your Creativity:

• Step behind the bar to craft a personalized Tequila Don Julio cocktail using fresh ingredients and artisanal tools, fostering a hands-on appreciation for the spirit’s complexity and versatility.

Karina Sánchez, Global Brand Ambassador for Tequila Don Julio, explains the vision:

“Don Julio González devoted his life to crafting tequila of the highest quality. This experience honors his unwavering spirit of innovation—a place where tradition and imagination converge, inviting guests to celebrate the extraordinary that can be achieved when passion fuels every step of the journey.”

Por Amor: An Immersive Tasting Experience runs from June 12 through June 15 and is complimentary to the public. However, space is limited and tickets will be offered on a first-come, first-served basis via experiencedonjulio.com/ga.

Guests must be of legal drinking age to attend, and Tequila Don Julio encourages responsible celebration throughout the event.

With Por Amor, Tequila Don Julio is not only showcasing its award-winning 100% Blue Weber Agave tequila but also redefining how consumers engage with a brand. By bridging past and future, tradition and tech, the experience offers a glimpse into the future of experiential luxury in the spirits world—where every pour tells a story and every detail is crafted por amor—for love.