Sometimes, greatness requires a touch of stubbornness. In 1953, in the then-hostile region of Romita, Guanajuato, Don Luis Villalobos Obregón proved to be just stubborn enough—or visionary, if you prefer. Against all odds, he transformed a rugged, stony hill into a sea of agave, introducing the crop to a region where it was entirely unknown. Branded as "crazy" for this bold move, he never imagined he would be the first of thousands.
Thanks to him, Romita became a cornerstone of the agave industry. Today, it is one of the top three municipalities in the Appellation of Origin (D.O.P.) supplying the industry. This was solidified by his son, Luis Ángel Villalobos Torres, who secured the official Appellation for Romita in 2000, sparking an unprecedented economic boom for the community.
Three generations later, the legacy of Don Luis remains alive. His descendants continue the tradition, turning his original "stubbornness" into the reality of “El Ateo”—a mystical, small-batch tequila. This extraordinary blend of history and tradition is a cultural fusion of Jalisco and Guanajuato (Arandas and Romita), delivering an unparalleled combination for those who share our philosophy.
What we have just begun today actually started over 70 years ago.
Welcome to the world of tequila’s best-kept secret: EL ATEO.
Thank you, Don Luis; wherever you may be, we will remember you for what you
always were: a visionary, a "stubborn" visionary, and a great human being.
But above all, thank you to all of you who believe in our project and give us
the opportunity to keep moving forward; you won’t regret it.
Cheers to the one who started it all!
Dating back to the early 20th century, Hacienda Silva is the best-preserved estate in Romita. Commissioned by Pedro Zaragoza, it retains its late-Porfiriato architecture, featuring arched corridors and courtyards that evoke an original grandeur later reshaped by Mexican land reform. Once spanning 1,000 hectares, this historic site now serves as a "magical" repository for the stories of the hundreds of people who lived and worked within its walls.
The estate was acquired mid-century by Don Luis Villalobos Obregón, whose family maintains it today as Romita's first dedicated agave plantation. Although modernized, the hacienda preserves its original mystique and charm. Legend says that Don Luis’s unmistakable footsteps still echo through the hallways at night, suggesting his spirit continues to peacefully overlook the land he transformed through a lifetime of dedication.
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El Ateo is an exploration of the independence of the human spirit. Through a blend of visual and narrative language, this film invites you to question structures of power and authority. We dive into the 'holy trinity' of art, science, and mysticism to shape a new myth that celebrates unity and freedom of thought.
Discover El Ateo, a premium Single NOM tequila by the Villalobos family. With 50+ years of agave heritage in Guanajuato, we blend sustainable farming with meticulous distillation. Experience a world-class legacy that celebrates the unique sweetness of our agave and a tradition of excellence in every bottle.
Discover El Ateo, a premium Single NOM tequila by the Villalobos family. With 50+ years of agave heritage in Guanajuato, we blend sustainable farming with meticulous distillation. Experience a world-class legacy that celebrates the unique sweetness of our agave and a tradition of excellence in every bottle.
El Ateo is not about faith. It’s about doubt. Silence. And the courage to move on when no answers come.
This short film takes you inside a surreal confessional where Luis Ángel confronts himself, guided by sculptures that echo both beauty and horror. There’s no redemption here, only the raw question: Who am I?
For producer-owned founders, longevity outlasts leverage. When market pressure hits, their proximity to consequences transforms growth into a generational responsibility and ownership into a structural act of ecosystem s
As the agave boom contracts, hype is no longer enough. Long-term survival demands a systemic audit of structural truth: is your brand Built Right at the core, and Brought Right to the market?
An unfiltered entry into the agave ecosystem. Move beyond commercial tourism with curated technical journeys into the palenques and tabernas of genuine independent producers.
Understanding agave starts at the source. Realize the difference between knowing a product and seeing the physical cost of its creation. Experience the raw material and decisions that a label can't show.
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