How Arte Agave Redefined the Spirits Festival

In the early 2010s, if you found yourself at a tequila event in the United States, you were likely met with a predictable scene: plastic sombreros, neon-colored mixers, and a vibe that prioritized intoxication over information. To Walter and Emily Easterbrook, two hospitality veterans who lived behind the bar rather than in a corporate office, this felt like a bastardization of a culture they deeply respected.

"We created it because there was a need in the market," Walter Easterbrook explains. "We’re bartenders and beverage directors. When consumers came into my establishments, they were asking, 'What’s a Reposado?' and 'What is this new thing called Mezcal?'“ We realized there needed to be more education.

This was the genesis of Arte Agave, a national event series that has spent the last 13 years proving that a spirits festival can be high-energy without being a drunken warehouse party. By blending agave tastings with fine art, culinary excellence, authentic music and dancing, and education, the Eastbrooks have created a place where Mexican spirits and the spirit of Mexico are combined.

One of Arte Agave's greatest strengths is its ability to balance the "Goliaths" of the industry with the emerging "Davids." Easterbrook is adamant that the room should be a level playing field where consumers can taste different philosophies side-by-side.

"For us, it was never about kicking anybody out or letting only certain people in," he says. "Come in, showcase who you are, tell your story, and let them go taste the brand next to you—because that is how you win."

This philosophy has seen the rise of several now-iconic brands that grew alongside the festival. Brands like Cazcanes and LALO - now darlings of the craft tequila movement - were once small entries in the room. Even today, they exhibit side-by-side with tiny, emerging mezcal, sotol, and raicilla brands.

Whether a brand is a household name or a tiny startup, Arte Agave encourages them to ditch the standard "table and a tablecloth" setup and instead hire local artists to design their activation space. It’s a win-win: the brand looks authentic, and a local creator gets a platform to showcase their talent.

One of the most distinct features of an Arte Agave event is its refusal to feel like a corporate trade show. While many festivals utilize a drink tickets system to limit consumption - a method Eastbrook finds "chaotic and annoying" - Arte Agave operates on an all-inclusive model.

"I never understood the tokens and the tiers," Easterbrook says. "I’d rather control the pours through small, intentional tastings. I want people to pay for a ticket, feel like they’re taken care of, and then go spend their money buying a handmade hat from the local artisan in the corner."

The event follows a specific blueprint to keep the energy high but the atmosphere respectful. Every city includes the core cultural heartbeat: Mariachi bands, Folkloric dancers, and stilt performers. But they also lean into "fun and funky" local flair. In Arizona, that might mean bringing in lowriders and a pop-up barbershop. In Austin, it’s a pickup truck in the parking lot where someone is hacking open fresh coconuts.

While the music and dancing provide the energy, the education provides the deeper dive. Arte Agave features 45-minute breakout rooms where Master Distillers and brand ambassadors can teach about agave spirits production, mixology, and other topics.

Interestingly, Easterbrook recently implemented a $10 fee for these seminars - not to make money, but to ensure quality. "It weeds out the people who just RSVP'd because it was a room with a chair. Now, every person in that room is there because they actually want to learn more about agave."

In 2026, the team of just three (soon to be five), will produce 22 events between Arte Agave, Whiskey Washback, and private gatherings. Emily Easterbrook—who Walter describes as the "smarter half" - is the primary curator, scouring Instagram and local communities to find the perfect performers and caterers for every city from D.C. to Miami.

"It’s become a little family," he says. "The artists and performers hit us up early in the year asking if they can come back. It’s a cultural moment where everyone - Americans, Mexican-Americans, and people visiting from Mexico - are just in one space together, enjoying the day."

As they look toward a massive expansion in Chicago, with their biggest event ever at more than 1,000 guests, the goal remains the same: longevity over a quick buck. Easterbrook recalls advice he received many years ago: "Do you want to make money this year, or be around for the next 10?" Thirteen years later, Arte Agave is still here, still dancing, and still teaching us that the best way to appreciate a spirit is to immerse yourself in the culture that created it.

When asked to describe the Arte Agave ethos, Easterbrook describes it powerfully: "A high-energy, culture-forward celebration where premium agave spirits, art, and education collide."