Blue agave fields stretching to mountains in Jalisco at golden hour

A Genuine Overkill Concept · Prepared for Tequila Herradura

An invitation to the leadership of Tequila Herradura & Brown-Forman

El Campamento

A Tequila Herradura Experience

3days

50guests

1870since

Enter

01 · The Invitation

You will not find this on a hotel site. You will not find it next year, in this form, in this place. For one season only, the hacienda opens four times — four back-to-back sessions of three days, with a single day of rest between, two hundred guests at a time. Eight hundred people, in total, will ever come home to Herradura this way. They arrive curious. They leave changed.

Casa Herradura — the historic hacienda in Amatitán, Jalisco

02 · The Place

One of the last working haciendas in tequila.

Founded in 1870 by Don Félix López, in Amatitán, Jalisco. The narrow-gauge train station still stands. The tahona mill still turns. The cooperage still works the wood. The library of barrels — the long, patient inventory of a house that does not hurry — remains in active use. This is provenance that cannot be invented, only inherited.

Latitude

20.83° N

Longitude

103.72° W

Founded

1870

03 · The Encampment

A five-star encampment that blooms on the hacienda and disappears without a trace.

Designed and curated by Genuine Overkill, in partnership with The Campfire Experience. The luxury is in service of the place — never in competition with it.

A long candlelit table set inside the original stone distillery

01.

Built for the moment

A bespoke canvas-and-fire encampment, designed for these three days. It rises with intention. It vanishes without a trace.

02.

Anchored to the place

Every moment is staged where it belongs. The fields, the tahona, the cellar, the chapel. The hacienda is the host.

03.

Held by Herradura

The maestro, the jimadores, the keepers of the house. The ceremony is theirs. The signature is theirs.

04 · Where You Sleep

Two hundred canvas suites, pitched among the agave.

The encampment is built by The Campfire Experience on a quiet edge of the hacienda grounds — close enough to walk to the tahona at sunrise, far enough that the only sound at night is the wind in the agave.

Canvas suites pitched in an agave field at dusk, hacienda silhouetted behind

Inside a canvas suite — linen bedding, woven blanket, copper lantern

The suite

A bespoke heavy-canvas pavilion on a raised wood platform. King bed in heavy linen. Handwoven Oaxacan blankets. Copper oil lanterns. A leather trunk for the things you came with.

The bath

A private en-suite bathhouse adjacent to each pavilion. Hot water drawn from the hacienda's own line. Cedar, brass, and stone. Towels stacked like bread.

The grounds

A central fire kept lit from dusk to dawn. A quiet bar staffed by a single barman. A small library of regional books. No screens, no signage, no Wi-Fi by design.

After dark

When the sun drops behind the agave, the encampment comes alive.

A small wooden stage at night in the agave field — a trio of musicians under string lights, a bonfire to the side

A small handcrafted cantina bar at night — amber bottles, copper jiggers, lanterns, marigold garland

The stage

A small wooden platform set among the agave. No amplification. A trio of músicos from a village an hour away — son jarocho one night, a single guitarist the next. The set list is theirs.

The bonfire

Lit at dusk, fed until first light. Low benches, woven blankets, a half-circle of guests who came as strangers and now stay until the embers do.

La cantinita

A small makeshift cantina behind the stage. One barman. Twelve expressions of Herradura — including a barrel pulled that morning. Salt, lime, copper, candlelight. Nothing else.

The encampment is built in seven days, lived in for three, and struck in two — leaving the hacienda exactly as it was found.

05 · The Three Days

Three chapters. One pilgrimage.

La Llegada

The Arrival

The road from Guadalajara narrows. The agave appears in rows that do not end. By dusk, fifty strangers stand together in a field that has fed this house for one hundred and fifty-five years.

Afternoon
Arrival by motor caravan from Guadalajara — first sight of the agave on approach.
Dusk
Welcome ceremony in the agave fields, hosted by the Maestro Tequilero.
Evening
Long-table opening dinner inside the original distillery — a single chef, a regional menu, no phones.
Late
Bonfire and storytelling. The founding of the house, told by those who carry it.

La Tierra

The Land

The day belongs to the work. The jima at first light, the tahona at mid-morning, the library by afternoon. By evening, the land has earned its silence.

Sunrise
Jima with the jimadores — the harvest of the agave, by hand, in the cool first light.
Morning
Tahona ceremony at the original stone mill — the slow turn that defines the house.
Afternoon
Library tasting with the Maestro — blind, unhurried, on his terms.
Evening
Open-fire feast and acoustic music. Agave bar, cigars, the slow night.

La Despedida

The Farewell

A bell. A blessing. A pour drawn from a barrel that has waited longer than most marriages. They leave with a bottle in hand and a place in the chest where the hacienda now lives.

First light
Closing ritual at the chapel — bell, blessing, and a final pour.
Morning
Brunch among the aging barrels — the only meal taken inside the cellar.
Midday
Departure with a personal expression of Herradura, drawn from the barrel and signed.

06 · The Invited

Two cohorts. One invitation.

Two hundred seats per session, across four sessions. Each session is split evenly between two cohorts — one hundred of the trade, one hundred of the house's most valued guests.

The Trade

Top sommeliers and bartenders. Beverage directors of the most-watched restaurants and hotels in North America. On-premise tastemakers and category press. The single most coveted invitation in tequila — extended to those who shape what the world drinks next.

The Connoisseurs

Collectors. Members of the Herradura Selección Suprema circle. Top brand advocates, high-value accounts, and a small number of cultural figures whose endorsement carries the right weight. A pilgrimage — earned, gifted, or booked through the house's chosen travel partner. Never sold off the shelf.

How a seat is secured

Paid placements are released exclusively through a single travel partner — to be announced — selected by Herradura for its discretion and its standing with the world's most considered travelers.

No public booking page. No waitlist app. A quiet line, opened once, and closed when the hacienda is full.

07 · The Stewards

Four houses. One signature.

The House

Tequila Herradura

The place. The people. The product. One hundred and fifty-five years.

The Curators

Genuine Overkill

Design, curation, narrative. The one-year content arc that follows.

The Builders

The Campfire Experience

The encampment itself — built and struck without a footprint.

The Passage

Travel Partner — TBD

A single, hand-selected travel house holds the paid allocations. Quietly. By appointment only.

08 · What Remains

A signature only Herradura can sign.

A category-defining annual moment, owned outright by Herradura.

Eight hundred lifetime ambassadors per season — across four back-to-back sessions of two hundred.

Twelve months of brand-defining content from a single fortnight on the hacienda.

A moat no other tequila house can cross.

Shall we begin?

A working session to align on cohort, calendar, and the moments that matter most.