Think of tequila brands and there’s no doubt Jose Cuervo will quickly come to mind. It was the first big tequila distillery in Mexico, and today it remains one of the most powerful and vibrant brands in the country. Indeed, here in 2020, its brand and the drink are nearly synonymous.

So it’s no surprise that when you visit the rural Mexican town of Tequila, less than two hours from Guadalajara, Jose Cuervo has a strong presence. So much, in fact, that you could actually plan an entire trip around its offerings—not only what you drink, but where you eat, what you do and where you stay.

Here are five things Jose Cuervo offers visitors in Tequila:

Distillery + Bar

Tequila’s downtown is centered around a public square, made up of small stores and, mostly, distilleries. Jose Cuervo’s positioning is ideal, its bar, distillery and tasting room just adjacent to the public square with nearly a block of buildings that make up its footprint.

Tours and tastings are available in both English and Spanish throughout the day at the Fabrica La Rojena, and though you can buy Jose Cuervo’s tequila in the U.S., there are many reasons to go to the source in person—among them the fact that at the bar in the distillery, you can get glasses of high-end tequila for less than ten dollars that might cost close to a hundred in the States, such as the Reserva de la Familia.