There are many tequila events. However, from the very beginning, the organizers of Sabor y Cultura aimed to do more than just offer a variety of tequilas for a thirsty crowd to taste. Their events combine agave spirits with a rich dose of Mexican culture, including music, dancing, and food. In their upcoming Phoenix event, they are introducing an all-new attraction: a rodeo!
“It’s not just about drinking. It's so much more. It's about learning, celebrating, and communicating,” says Sabor founder Luis Hernandez.
Sabor y Cultura Phoenix on March 7 is the first of three events this year, followed by Sabor Chicago in May and Sabor Los Angeles in August.
Each event offers attendees:
Unlimited tastings of some of the best tequila, mezcal, and other Mexican spirits available
The opportunity to meet many brand owners, master distillers, content creators, and devoted members of the agave spirits community
Live performances, including Mariachi, folklorico, Aztec dancers, and more (including Rodeo in Phoenix!)
Food and Mexican handcraft vendors
Gift bag
Free tasting glass
Tickets for Phoenix are priced between $97 and $135, depending on when they are purchased and time of entry. VIP tickets allow entry two hours earlier than standard passes, enough time to catch a few “tequila TED talks.” Overall, quite reasonable pricing considering all that’s included at Sabor y Cultura.
And Tequila Report Insiders save 15% on all tickets to all Sabor y Cultura events!
Sabor y Cultura held their first event on August 16, 2024, in Los Angeles, home to founder Luis Hernandez and Sabor's Executive Vice President, Roger Bravo.
Hernandez is a fire captain for LA County Fire when not planning agave spirits events. A long-time board member of the East LA Boys and Girls Club, he created the first Sabor y Cultura as a fundraiser for the organization.
“I approached brands that I know and told them, 'Hey, we're doing this as a fundraiser. All I need you to do is show up and give me two bottles for the raffle we're going to hold. And it's free.' They responded, 'It's for the Boys and Girls Club?' 'It's all donation-based.' All this? Fantastic!” Hernandez recalls.
Dozens of brands signed on, tickets sold out, and Jon Bullinger, founder of Yéyo Tequila called it “The best tequila event I’ve attended.”
On the back of that runaway success, Sabor expanded to three events for 2025: Los Angeles, Chicago, and New York.
This year's lineup of three events promises to be even better, with tremendous interest from the craft tequila fan community, historic tequila brands, and emerging new brands.
More than 50 brands are expected at the Phoenix edition, with exceptional and exciting pours and guest appearances from legendary master distillers like Sergio Cruz. Plus…rodeo!
VIP passes for Phoenix are almost sold out, so grab tickets for Phoenix on March 7, ASAP (use your Tequila Report discount to save 15% if you’re an Insider).
The Chicago edition is May 9. Los Angeles will be on August 22. You can always check The Tequila Report events page for the latest.
Yes, Sabor y Cultura is a great way to experience many outstanding Mexican spirits. However, the people you meet (or reconnect with) are truly one of the exceptional elements of these events.
As Hernandez said, “Yes, it's about tasting, but also so much more. It's about learning, communicating, and the community. This is such a great community. We have an amazing community.”
Adds Bravo, “Attendees consistently rave about the unique atmosphere at Sabor y Cultura events. One person described the vibe as 'this crazy, very energetic, very passionate community atmosphere.' They really appreciate the brands, but also the entire group of agave lovers who are there as attendees.”
