Three tequila companies have teamed up to develop a passport that will enable tourists enjoying the Tequila Trail to obtain gifts, discounts and other benefits.
Casa Herradura, Casa Sauza and Hacienda la Cofradía have modeled the initiative on a similar passport issued by the Kentucky Bourbon Trail.
People who visit the three Tequila region-based distilleries in a one-year period will get stamps in their passports and receive a commemorative gift and recognition as a Passaporte Tequilero “ambassador.” In Kentucky, visitors to each of the distilleries on the Bourbon Trail get a free T-shirt.
Holders of the passport will also be eligible for discounts in hotels, restaurants, transportation and other businesses along the Tequila Trail. The document will cost 700 pesos and be valid for a year.
The three tequila firms plan to issue 20,000 passports in the next 12 months. They will be ready for distribution by the beginning of Easter Week.
Martha Venegas, director of the Tequila Trail (Ruta de Tequila), said the route aims to attract more than one million visitors in 2015.