Miami Destination Will Highlight Tequila from Seed to Spirit For Six Weeks Only
Coming in January 2026
This winter, Miami becomes the epicenter of a cross-cultural celebration as Tequila Town, a first-of-its-kind, full-sensory exploration of Mexico’s most sacred spirit, breaks ground—the location, a new addition to the Factory Town campus. Tequila Town’s six-week run will change the way the world experiences tequila, agave, art, and culture. It’s the only immersive experience in the world to trace the entire lifecycle of agave while celebrating the artistry, people, and purpose behind it.
More than a tasting. More than a pop-up. More than a live event. Tequila Town is a doorway unlocking cultural intersections of the world’s fastest-growing spirit. This is a living, breathing journey, one that transports guests back to the origin story of tequila set in the valley region of Jalisco, mixed with the pulsating creative energy of Miami. Through this blend of art, architecture, music, ritual, and storytelling, Tequila Town reveals the spirit of agave as a symbol of ancestry, artistry, and connection.
Set across 25,000 square feet and spanning 10+ immersive rooms, Tequila Town unfolds like a cinematic journey. Every step is a chapter, and every scent, sound, and sip carries meaning.
What to Expect Inside Tequila Town. Visitors won’t just see the world of agave. They’ll step into it. Every room unfolds a chapter of tequila’s story, and every detail honors the diverse roots of its culture. From celebrating the heritage of iconic houses that have shaped the origins and legacy of tequila (such as Cuervo, 1800 Tequila, Reserva de la Familia, Gran Centenario, Dobel Tequila, and more) to emerging brands reinterpreting classics through their own lens. It is where historic masters meet modern trailblazers, and tradition sparks bold innovation.
That heritage continues through a shared commitment to protecting the environment, supporting Mexican communities, and sustaining the future of tequila itself. With live performances, culinary pop-ups, and a marketplace of Mexican artisans, visitors will move through dozens of striking, Instagram-worthy installations that expand how we think about culture, sustainability, and tequila as an experience. Here, we “Drink to Remember.”
Tequila Town is a collaboration between boundary-pushing creatives, cultural visionaries, and sustainability advocates who believe experiences should both inspire and endure. Led by Danish Khan, Montana Masback, Taimur Khan, Danie Gomez-Ortigoz, Lou Bank, and Avra Jain, the team merges artistry and ancestry with modern innovation, creating a “phygital” experience where technology amplifies emotion, not replacing it.
At its core, Tequila Town is more than entertainment; it’s education, preservation, and cultural elevation. With a permanent agave garden, native trees, and on-site environmental programming guided by an in-house arborist, every design decision supports regeneration. Guests will learn how the agave plant has shaped communities, economies, and spiritual practices for centuries, and why the preservation of this plant matters more now than ever.
The choice of Miami is intentional. Long celebrated as a bridge between Latin America and the world, Miami is the ideal backdrop for Tequila Town’s debut, a city where heritage meets innovation. Set against the industrial beauty of Factory Town and Toledo Studios, the experience will feature live art, performances, and exclusive “Agave After Dark” dinners with renowned chefs and mixologists.
Tequila Town is a first-of-its-kind analog immersive experience that takes guests from seed to spirit, blending design, technology, and tradition to reimagine what cultural experiences can be. The six-week installation at Toledo Studios (next to Factory Town, Miami) in January 2026 will feature 10+ immersive rooms, agave tastings, art installations, live performances, and sustainability storytelling celebrating the heart and heritage of Jalisco, Mexico.
For more information, please see below and to purchase early tickets, please visit the website.