Tequila Don Julio announced the launch of Por Amor: An Immersive Tasting Experience, a multisensory journey that reimagines how tequila is experienced and celebrated through art and technology. 

This four-day-only experience is a vivid expression of the brand’s unwavering commitment to excellence, driven by innovation, fueled by purpose and rooted in the world inspired by Don Julio González.

Hosted at New York City’s Mercer Labs Museum of Art and Technology – a pioneering cultural institution reshaping how we experience art through technology – Por Amor: An Immersive Tasting Experience marks the museum’s first-ever full brand takeover. 

As part of this, Tequila Don Julio will tap into their proprietary technologies like 4D spatial sound, LED mirrored infinity rooms, and volumetric light displays to tell its story in a way never experienced before. This groundbreaking collaboration was born from shared values of innovation and imagination: just as Mercer Labs fuses art and tech to push the boundaries of storytelling, Tequila Don Julio fuses passion and creativity to reshape the luxury tequila category.

“Don Julio González devoted his life to crafting tequila of the highest quality,” Karina Sánchez, Global Brand Ambassador for Tequila Don Julio, said in a news release. “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.”

From June 12–15, Por Amor: An Immersive Tasting Experience will open its doors to the public, inviting guests on a guided journey through interactive rooms, each designed to unlock the five senses. With complimentary tickets available on a first-come, first-serve basis at experiencedonjulio.com/ga, guests can expect to: 

• DISCOVER DON JULIO’S ORIGIN STORY – Hear Don Julio González’s origin story, setting the tone for what lies ahead, awakening the senses and preparing all to experience the world he helped create.
• IMMERSE IN THE SPIRIT OF DON JULIO – Experience a guided tasting of Tequila Don Julio 70 Añejo Cristalino, Tequila Don Julio Reposado and Tequila Don Julio 1942 alongside immersive projections, sounds and scents, transporting guests into vivid worlds that embody the essence of each variant.
• IGNITE THE SENSES– Hear the infectious energy and rhythms of Mexico, while smelling the warm aromas of roasted agave and rich oak that embody the heritage of Don Julio.
• STIR UP YOUR CREATIVITY – Craft their own signature Tequila Don Julio cocktail using fresh ingredients and artisanal tools, connecting directly to the craftsmanship behind every pour.

“Mercer Labs is a home to the world’s most forward-thinking creators, and this collaboration with Tequila Don Julio represents a perfect union of creative vision,” Roy Nachum, Co-founder and Creative Director of Mercer Labs, said. “We’re proud to host the brand’s first immersive takeover and give guests the opportunity to experience tequila in a way that’s never been done before.”

Read more: Don Julio Announces Inaugural 1942 Expression Cask Sale

ABOUT TEQUILA DON JULIO

Founded on the pioneering agricultural principles of Don Julio González, Tequila Don Julio uses only fully matured and ripened Blue Agave that has been hand-selected from the soils of the Los Altos region of the state of Jalisco. For more information on Tequila Don Julio, please visit www.DonJulio.com.