Tequila giant Casa Cuervo will invest 25 million dollars in the next 18 months in its bid to turn the town of Tequila into one of Mexico’s leading tourist destinations.
Apart from operating the new Jose Cuervo Express tourist train, which made its inaugural journey from Guadalajara to Tequila last week, the company is building an 87-room hotel, four museums and a conference hall.
The new hotel will be operated by the upmarket Camino Real chain, while the museums will focus on contemporary art, folk art and the equestrian sport of charreria.
Cuervo is also promoting the installation of small privately-owned liquor stores in the town in an effort to reduce sales of adulterated tequila.
The new seven-carriage tourist train has a capacity for 395 passengers and will make three weekly trips, on Fridays evenings, from 7 p.m. and on Saturdays and Sundays, from 11 a.m. to 8 p.m. The luxurious train is equipped with a full bar and restaurant.
Unlike its established rival the Tequila Express, the Cuervo Express travels into Tequila itself and takes visitors to the Cuervo distillery and its ancillary tourist development, Mundo Cuervo (the World of Cuervo).
For more information on the Cuervo Express, visit www.josecuervoexpress.com or call 01-800 681 0442. For a first-hand review of the journey, read next week’s Reporter.