Milagro and the Art of Tequila

Kate Young
19th May 2017

For the month of May, the world’s most-awarded tequila Milagro has hosted an exciting art exhibition by Mexico City based photographer Mark Alor Powell at SoCal Neutral Bay. The fifteen piece pop-up gallery named the ‘Museo of Miracles’ will be a feast for the senses. Through Mark’s lens we get to “taste” the real Mexico City, having captured its flavours, colours and everyday wonders; reflecting the union between tradition and vibrant creativity and essentially ultimately bottling the essence of Milagro.

Originally from Detroit, Powell has lived and worked in Mexico City for the past 10 years and exhibited around the world, renowned for his spontaneous street scenes and his unusual photo subjects.

Powell says, “There is a certain imaginative spirit found only in Mexico. From the extreme contrast and clash of cultures that go back to the conquest, to the contemporary display present within the Mexican landscape. Events happen unexpectedly and often with a surreal flavour - fiestas, religious ceremonies, street art, buildings and monuments all compete in a cacophony of meaning questioning What is Mexico City?”

It is in fact this question that lead Mexico City natives Danny Schneeweiss & Moy Guindi, to bridge the romantic and honest world of traditional tequila with the vibrant and sophisticated world of modern-day Mexico City and so in 1997 Milagro was born.

The visionary to make this dream a reality was Master Distiller Pedro Juarez. Pedro’s vision included two key methods: firstly, he insisted on using only the remarkable Jalisco Highlands 100% estate-grown blue agave, which is sweet, fruity and aromatic, setting Milagro Tequila apart from other tequilas. And secondly, Pedro formed a new kind of distilling process, combining both pot and column stills together. The pot still allows the retention of the incredible nuances of agave flavour while the column still imparts the exquisite smoothness that compares to the finest white spirits in the world.

To this day, Milagro Tequila continues to combine time-honoured methods of production with fresh thinking to produce its award-winning tequila.

In celebration of the exhibition, SoCal has hosted Milagro Sundays throughout the exhibition period. Expect to witness the vibrancy, passion and creativity of Mexico City right in the heart of Neutral Bay, with the freshest Milagro Margarita specials, tequila tasting flights, photo competitions and the taste of an authentic Mexican menu (my picks are the Snapper ceviche, smoked brisket quesadilla and the churros). Guests can go into the running to win Milagro Margarita kits, and an exclusive Museo of Miracles print alongside a bottle of Milagro, simply by uploading a social photo of their favourite piece at the exhibition using the tags @MilagroTequila #MilagroTequila and #MuseoOfMiracles.

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