Most spirits consumers in the United States picture tequila brands through the lens of polished corporate marketing and commercial distribution. Jay Baer, author, business advisor, and founder of Tequila Report, knows better. He understands that behind every authentic craft bottle lies the multi-generational life's work of a Mexican family. When Jay led a group through Jalisco alongside PKGD Tours, the objective was clear: to experience the contrast of true artisanal production firsthand.

In this Q&A, Jay breaks down the strategic curation behind four completely distinct distillery profiles, the intimacy of a family carne asada at Arriesgado, and why PKGD's deep integration within the industry creates an experience that no do-it-yourself travel itinerary can replicate.‍

01 / On Distillery Selection & Diversity

Q: As someone who knows the industry deeply and has visited countless distilleries, what was your take on the four stops selected for this tour? Do you feel they truly showcased four completely distinct flavor profiles and production philosophies?‍

A: It was a really good selection of distilleries. Of course, all of them are craft scale, but each is special in its own right. The focus on agave at Atanasio is always a great way to start a tour: it is very foundational information.‍

The scenery and tasting room at Fortaleza are always memorable. To see the labor that goes into something as simple as their bottle closure really emphasizes the hand-produced nature of craft tequila. Plus, they have very good tacos on site!‍

Arette's hospitality is always a treat, and it's amazing to witness a family-owned distillery that's been around for 125 years. Also, it's interesting to understand the parallel production methods at Arette with different fermentation vessels, different agave cooking methods, and so on.‍

Of course, the very artisanal, almost raicilla-like production of Arriesgado is an entirely different experience and really showcases that there is no right way to make tequila.‍

02 / On Hospitality & the Experience at Arriesgado

Q: At Arriesgado, the experience shifts from a technical distillery visit to an intimate family gathering over a traditional carne asada. How does experiencing the tequila culture in such a personal setting change your understanding of what’s inside the bottle?‍

A: Both the experience at Atanasio, where you're working directly with the family, and at Arriesgado underscore how family-oriented many craft distilleries really are.‍

It's common in the United States for tequila consumers to think of each brand as a company with a board of directors, a lot of offices, and other trappings. When, in reality, these products are the life's work (and sometimes multi-generational life's work) of Mexican families.‍

Spending time together at an asada really highlights that point and provides a new perspective on how personal craft tequila is to the people who make it.‍

03 / On Accessibility & Visitor Profile

Q: Agave production can get highly technical very quickly. Is a PKGD Tour built exclusively for "agave nerds," or does it manage to be the perfect bridge for someone who is just beginning to fall in love with Tequila?

A: Of course, the tone and tenor of each tour differ a little bit based on the distilleries visited and, perhaps more so, the current experience of the participants.

Stylistically, I think PKGD Tours is striking a great balance between giving knowledgeable tequila consumers even more knowledge and unique experiences, while also allowing newcomers the freedom to ask questions without being intimidated.

In fact, on our own tour, we had participants from the entire spectrum of tequila knowledge, and everybody mixed and mingled perfectly.

04 / On Group Dynamics & Solo Travelers

Q: You brought your own group with you, but many people wonder if this trip is worth it for someone traveling 100% solo. Is coming solo a great option? How did you see the group dynamic evolve, and what did you learn from sharing the journey with other agave enthusiasts?

A: I brought some people with me, yes, but we also had two solo travelers on this tour. From what I can tell, they had an amazing time.

Even though the tours are relatively short, the intensity of the experiences is quite palpable, and it fast-forwards friendships and bonds in a way that you don't find very often. The way I like to think about it is: people may enter a tour as strangers, but nobody will leave as strangers.

I've made some amazing friends on tequila distillery tours, and PKGD is an incredible facilitator of those relationships.

05 / Wildcard & Final Verdict

Q: For Tequila Report readers considering a deep dive into Jalisco beyond the standard commercial routes, what is the ultimate takeaway or main reason to travel with PKGD Tours?

A: I think the unique characteristic of PKGD Tours is that not only are they running an outstanding tour company, but they are enmeshed in the tequila industry in a way that no other tour company can replicate.

PKGD represents brands, creates brands, imports brands, and markets brands, which gives them a well-rounded insight into what's really happening that can't be matched by other tour companies. It certainly can't be achieved by doing a do-it-yourself tour that you cobble together as an individual or small group.

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Experience the table beyond the bottle. Join us in Jalisco to walk the fields, visit the stills, and share a meal with the people who craft the liquid.

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