Two hundred years before tequila became a global phenomenon, La Rojeña Distillery already existed. Founded in 1795 in Tequila, Jalisco, it is the oldest operating distillery in Latin America, and if you’re the kind of traveler who wants to know what’s really behind what you drink, this place has been waiting centuries for you. This is where you come to understand how tequila is made and why it matters: an authentic experience unlike anything else in Mexico.
The Heart of It All: Why La Rojeña Distillery Is Different
Two centuries can’t be learned from a book. The craft of making tequila — selecting the agave at precisely the right moment, mastering the cooking process, distilling with intention — is knowledge that Jose Cuervo has refined generation after generation within these very walls.
That’s what sets La Rojeña Distillery apart: not just its age, but the depth of what it holds. Every tour is a chance to access that accumulated wisdom and to take a piece of it with you.
Choose How You Want to Live the Legend
What makes La Rojeña Distillery truly special is that it doesn’t offer a single immersive experience, but rather offers a full spectrum of them, designed for different levels of curiosity and passion for tequila.
Whether you’re discovering this world for the first time or you already know the difference between a blanco and an extra añejo with your eyes closed, there’s an experience here that was made for you.
For Those Just Discovering Tequila
Classic Experience
The perfect starting point. A guided tour through the historic facilities of La Rojeña Distillery that walks you through every step of how tequila is born: from the blue agave that grows across the valleys of Jalisco to the bottle that reaches your table. Accessible, eye-opening, and enough to change the way you’ll think about tequila forever.
Jose Cuervo Experience
Ready to go a little deeper? The Jose Cuervo Experience builds on the Classic tour with a guided tasting of the Jose Cuervo Tradicional® line — ideal for those who want to start training their palate without missing any of the historical context that makes this place so unique.
For Those Who Want to Go Further
Jose Cuervo & Agave Field
Travelers looking for more than a tour will find exactly that in this proposal that deepens the journey to where few tours dare to go.
It begins in the agave fields and ends at La Rojeña Distillery with a tasting of Jose Cuervo Tradicional® and traditional Mexican bites. An authentic travel experience that connects the landscape to the liquid in a way very few can offer.
Food & Tequila Pairing
For those with a genuine passion for the craft, the options get even more exclusive. The Food & Tequila Pairing is a sensory journey through Mexican cuisine: three courses, three tequilas — blanco, reposado, and añejo — paired to reveal how each expression transforms alongside the bold flavors of traditional Mexican gastronomy. One of the most sophisticated tequila tasting experiences available in the country.
Chocolate Tasting
If the Food & Tequila Pairing explores Mexican cuisine, the Chocolate Tasting celebrates another of the country’s greatest treasures. Tequila and artisanal chocolate come together in a sensory experience that, far from being a whimsical combination, unlocks dimensions of Reserva de la Familia® that rarely surface in a conventional tasting.
For Those Who Are Already Part of the Legend
Tequilero Gourmet
Some experiences stay with you long after the last sip. The Tequilero Gourmet is, without question, the premium tequila experience at La Rojeña Distillery: you explore the full production process, create your own blend in a commemorative damajuana, and pair it with a tasting of Dobel®. A privilege reserved for those who understand that tequila is the best way of understanding Mexico.
Blending Dobel®
In that same spirit of exclusivity, Blending Dobel® invites you to step into the role of master distiller for a day: learning to balance flavor, body, and aroma before taking your own creation home.
Reserva de la Familia Bottling ®
For something truly one of a kind, the Reserva de la Familia® Bottling lets you fill your own bottle directly from the barrel — a personal edition of one of the world’s most celebrated tequilas.
For Those Who Want It All: The Route of Origin
There is one experience at La Rojeña Distillery designed for travelers who simply don’t want to choose: The Route of Origin. A full-day journey that begins in Guadalajara, winds through the agave fields of Jalisco on the Jose Cuervo Express and ends at La Rojeña with a toast featuring the house’s finest tequilas.
It’s the most complete way to understand where what you drink comes from, and the best reason to make sure your trip to Tequila, Mexico is worth every single moment.
One Destination. One Chance to Do It Right
Authentic travel experiences are planned ahead, chosen with intention, and shared with the right people. La Rojeña Distillery is the kind of place you leave with stories, with knowledge, with memories you won’t find anywhere else, and with a completely new understanding of what tequila truly means.
There’s an experience here waiting for you. Which one is yours?