On the flip side, back in Tequila, La Rojeña – the distillery of the biggest and best-known tequila brand, Jose Cuervo – dominates the town of 40,000, the most popular stop in an area designated a UNESCO World Heritage site in 2006 for its distilling heritage. Most visitors arrive in Tequila by bus or tourist train, tour La Rojeña, buy a few bottles of tequila and maybe a hat woven from agave leaves sold by street vendors, then leave by late afternoon, missing out on the delights of a small, safe Mexican pueblo without the crowds.
“It’s an area of Mexico that a lot of people don’t know exists,” says Adel, Iowa-based Virtuoso travel advisor Whitney Shindelar. And if you’re like me – a tequila novice drawn here more for the novelty of exploring a town that shares a name with the famous drink – she says don’t be shy. “For people who don’t think they like tequila, I would challenge them to go there and try it anyway. When you sit down to sip it or sample the different cocktails that are difficult to find in the U.S., I think a lot of people could be swayed.”
Best advice: Do as many affluent Mexicans do, and spend a night or two at the elegant, colonial-style Hotel Solar de las Ánimas
, built to resemble a typical Mexican house in the seventeenth and eighteenth centuries, with stone pillars and tiled floors. Settle in at the rooftop Sky Bar overlooking the town plaza; order the fresh tuna tostadas and a Smoky Margarita, made with tequila, agave syrup, lemon juice, and a sprig of flaming rosemary; and take in the views of the volcano and Sierra Madre mountains. Designated a Pueblo Mágico
(Magic Town), Tequila lives up to the reputation, welcoming visitors by day with colorful shops, tasting rooms, and museums, and revealing a lively local scene by night, when the plaza fills with strolling mariachis and push-cart vendors hawking roasted corn and tequila drinks.