Volcan de mi Tierra has joined Fortaleza, Alto Canto, and Trujillo as a partner in the Tahona Tour, a multi-city educational experience across California organized by Agave Matchmaker. The goal of this activation is to explore and seek to better define the meaning of craft tequila through guided tastings, presentations, and panel discussions with brand owners.
Agave Matchmaker's Tahona Tour is a limited-ticket public event. It will begin in San Diego on May 17th, followed by stops in Los Angeles and Emeryville. The activation will offer attendees direct access to producers who prioritize transparency, traditional production methods, and end-to-end control over their spirit from agave to bottle.
Volcan CEO and Co-Founder Santiago Cortina Gallardo shared about the brand's involvement: "For us, craft is defined by the depth of our process and our end-to-end control—from production through blending—ensuring every decision is intentional and every expression is precise. This is a great opportunity to share that perspective while contributing to a broader understanding of what craft tequila can be."
Tequila-Focused Multi-City Educational Experiences
Agave Matchmaker is Organizing the Tahona Tour
Trend Themes
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Multi-city Experiential Tastings — Multi-city educational tastings are creating a scalable template for subscription-style regional tasting circuits that shift how consumers discover and engage with niche spirits.
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Producer Transparency and Traceability — Digital traceability platforms mapping agave-to-bottle provenance can redefine brand trust models by making production histories and ingredient origins verifiable for consumers and partners.
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Heritage Production Revival — A renewed focus on traditional tahona and artisanal techniques is elevating demand for products and services that monetize craft knowledge and preserve terroir-specific methods.
Industry Implications
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Spirits and Beverage Alcohol — Smaller tequila producers with end-to-end control are positioned to leverage hyper-local production narratives and targeted experiences that challenge mass-market distribution paradigms.
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Experiential Tourism and Events — Curated tasting tours and limited-ticket activations are developing into premium city-to-city itineraries that compete with conventional leisure travel by emphasizing live education and producer access.
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Hospitality and Fine Dining — Restaurants and cocktail bars featuring producer-led programming are increasingly differentiating through authenticated producer residencies and rotating menus tied to verified production stories.