Tales of the Tequila Train: 10 Years Aboard the Jose Cuervo Express

  • August 12, 2022
Tales of the Tequila Train: 10 Years Aboard the Jose Cuervo Express

One early winter morning in 2012, and in a sleepy train station in Guadalajara, the Jose Cuervo Express redefined the “Tequila Sunrise” experience. Along some 40 miles of restored train tracks and over two hours, travelers were transported back in time with tastings and music before arriving in the heart of Tequila for a full day of learning, exploration, and yes, more tequila. Over the past 10 years, some 250 thousand visitors have traveled 52 thousand miles aboard this unique rustic rail experience, sipping 86 thousand bottles of Jose Cuervo’s finest tequilas and exploring the rich history of agave-led life along the way.

  • Tequila attracts one million visitors a year: Operating consistently since 2012 – with the only break being during the height of the pandemic from March 2020 to January 2021 – the Jose Cuervo Express was created in 2012 as an authentic and memorable way to bring in travelers to the city, and which now welcomes over one million guests a year, up from 220 thousand in 2012.
  • Romance abounds: Wedding proposals are easily arranged with the help of the conductor and with the other 50 people in the wagon acting as cheering witness to the occasion. Groups also reserve entire wagons prior to a wedding, for what’s known as a rompehielo (icebreaker), and customize with a musical trio and DJ’s. The largest group ever reserved was for a wedding party which gathered some 100 people over two wagons.
  • Celebrations come in all forms: The Jose Cuervo Express has been chosen for wedding proposals, birthdays, anniversaries, honeymoons, bridal showers, and girlfriend getaways – and even divorce parties! One group of women thought the Tequila Train the perfect mode of transport to celebrate new life as a single lady.
  • Kids are welcome abord the Tequila train! Families enjoy the Express Wagon, while adults can explore the Premium Plus and Diamond wagons, as well as the newest addition of the Elite wagon, a luxurious experience with floor-to-ceiling views, large and private spaces, an exclusive line of cocktails including Jose Cuervo Reserva de la Familia® and more.
  • All aboard! While the US is the principal international audience, travelers from all over the world – including UK, Germany, France, Greece, Spain, Japan, China, Philippines, South Africa, Australia and more – have traveled thousands of miles to experience the 40-mile tequila-infused journey. In the US, the principal feeder cities are Los Angeles, Houston, Dallas, Chicago, Las Vegas, New York, and Seattle.
  • In for the long run: Jimador Ismael Gama has been an employee of the Jose Cuervo group for the past 50 years and still welcomes guests to see the ancient work of the agave fields which continues today.