A Tequila Legacy Enters the Future at Mercer Labs

 

A Tequila Legacy Enters the Future at Mercer Labs
Tequila Don Julio Partners with NYC’s Tech-Art Museum to Launch “Por Amor”

In a city defined by spectacle and reinvention, a legacy tequila brand is taking storytelling to new sensory heights. Beginning June 12, Tequila Don Julio will debut Por Amor: An Immersive Tasting Experience—a four-day, full-museum takeover at the Mercer Labs Museum of Art and Technology in Manhattan. It is, quite literally, a drink with a view.

For the luxury tequila brand, currently ranked No. 1 in global sales value, this marks a bold new chapter. Equal parts celebration and innovation, Por Amor merges the brand’s storied craftsmanship with cutting-edge immersive design, inviting guests into a curated world where tradition and technology meet.

The experience pays tribute to the legacy of Don Julio González, the Jalisco-born agave farmer whose pursuit of perfection reshaped Mexico’s spirits industry. From June 12 through 15, museum visitors will travel through multi-sensory rooms that blend scent, sound, light, and taste—each space designed to honor a different element of tequila-making and González’s life work.

It also marks a milestone for Mercer Labs, the Lower Manhattan institution known for reimagining the role of art museums in a digital world. Por Amor is the museum’s first full-brand collaboration, and one that co-founder and creative director Roy Nachum calls a “perfect union of creative vision.”

“Mercer Labs is a home for the world’s most forward-thinking creators,” said Nachum in a statement. “This collaboration lets us explore how cultural legacy can be preserved, and even elevated, through technology.”

Guests will begin their journey with a guided introduction to Don Julio’s origin story before moving through rooms that include immersive tastings of Don Julio 70 Añejo Cristalino, Reposado, and the flagship Don Julio 1942. The journey concludes with guests crafting their own cocktail using traditional tools and fresh ingredients, tying together the sensory and the celebratory.

“The experience honors Don Julio González’s unwavering spirit of innovation,” said Karina Sánchez, Global Brand Ambassador for Tequila Don Julio. “It’s a place where tradition and imagination converge—an invitation to celebrate what’s possible when passion fuels every step of the journey.”

Entry to Por Amor is complimentary, with limited tickets available via experiencedonjulio.com/ga. Each visit is guided, underscoring the brand’s intention to create a personalized experience rather than a walk-through exhibition.

Tequila Don Julio’s push into immersive branding aligns with its continued dominance in the fast-growing luxury tequila sector. As consumers demand both quality and experience, the brand’s partnership with a culturally daring institution like Mercer Labs signals a desire to stay ahead while staying rooted.

Founded in 1942, Tequila Don Julio helped define the modern ultra-premium tequila category. Today, the brand is owned by Diageo, whose global beverage portfolio includes Johnnie Walker, Buchanan’s, and Casamigos. This partnership underscores Diageo’s continued investment in creative activations that spotlight heritage while courting new audiences.

For the guests who pass through Por Amor, the result is less about consumption and more about connection—to place, to story, and to the agave at the heart of it all.