Tech-ila ARTesano Coolture

Tech-ila Master Craftsman

Oficina de Visitante y Convenciones (OFVC), Cámara Nacional de la Industria del Tequila (CNIT), Zonaga and Mad Machina

Sat Sep 12, 2020, 3:00 am - 3:35 am
All times are given in Central European Summer Time (CEST / UTC +2).
Ars Electronica Channel 3
as well as in Spanish


The master class is an approach to the materials, hands and stories behind each Tequila Máster “artisan”, a product made by years of history and essence accompanied by new technological resources that will make understanding the future of How do we produce, transmit and collect culture? How do we create ancestral products for the future? How do we mold our worldview into an object?

“The future of the industry and its culinary and gastronomic legacy depends on the biological conditions of this land, which is unique in the world”.

The Tequila Master is a guru in the art of tequila. For 45 minutes he will guide us through the fascinating world of tequila, its flavors, smells and all the senses that are linked to the ecology of the land and tasting. The audiovisual experience will immerse the audience into a visual and discursive dialogue between history, biology and gastronomy, making it possible to recognize the nuances and essences that a traditional tequila can awake.

We selected one of the most traditional tequila distilleries from the region to be the central part of the experience. With this, we want the viewer to recognize that the beverage is not an isolated element, but a result of culture and territory.

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