Akamba

The most important factor for a memorable experience is the location where it takes place. This was our starting point for finding the ideal venue: right where the brand is born, in the agave fields of Cuervo Tradicional. In this setting, we would create a boutique festival combining art, music, and gastronomy at the foothills of the Tequila Volcano in Jalisco, just 45 minutes from Guadalajara.

How did we achieve it?

After securing the ideal location, we needed to build significant anticipation. We began generating buzz through a PR and media strategy both regionally and nationally, which was reinforced by a trip the previous Friday on the Akamba Express: a vintage train journey from Guadalajara to Tequila. We invited influencers and socialites who sparked the conversation on social media. Each train car hosted a different party, featuring music, DJs, live bands, and Cuervo Tradicional drinks specially prepared for the occasion. The experience culminated in a celebration at Hacienda La Rojeña.

Through extensive production work, we adapted a clearing in the middle of the agave fields as the festival grounds. We also collaborated with Atelier Romo, a prestigious art project responsible for curating the artistic installations throughout Akamba. On the musical front, we featured prominent local and international artists: the introspective blues of Timber Timbre, the reggae of Hollie Cook, the funk of Sinkane and Mayer Hawthorne, and, to keep everyone dancing, the Latin American beats of Matanza and Nicola Cruz. To enrich the Akamba experience through the sense of taste, we invited avant-garde local culinary offerings such as La Mar, Uke Mochi, Rooster Kitchen, and Lupes BBQ.

Concept

Akamba means “agave” in the Purépecha language. We decided to name the festival this in honor of the Mesoamerican culture that settled in western Mexico and first named this mythical and noble plant.