Your free time in Tequila town, west of Guadalajara
Every tequila day from Guadalajara stops in Tequila itself, a Pueblo Mágico surrounded by agave fields. Most tours give you between one and two hours there on your own. This page shows how to use them, from the plaza to lunch and the bottle shops.
How long you get in town
Most tours give between one and two hours of free time in Tequila. The town sits roughly 60 km (37 miles) northwest of Guadalajara, and the drive takes about an hour and a half each way.
KanKan Tours gives the main plaza 1 hour 30. The Agave Experience plans a one-hour meal, not included in the fare, followed by a 45-minute shopping and culture walk.
Destino Agave and Estación Turística GDL both list free time in town, and the José Cuervo Express day leaves time for lunch there. GDL Experiences ends with a long stop at Cantaritos El Güero, so expect less time in Tequila itself.
The main plaza and the church
The main plaza is where most groups are set free, and it is easy to find your way back to. The church of Santiago Apóstol stands beside it, and a short look inside costs nothing but a few quiet minutes.
The plaza also has a domed kiosk at its center. If your group has a meeting time, fix it on your phone before you wander off.
Tequila carries the Pueblo Mágico label that Mexico gives to towns with a strong local character. In practice that means a compact center that is easy to walk, with most of what you want within a few blocks of the plaza.
The drink takes its name from the town, and the word appears on almost every sign and shopfront. Walking a couple of streets away from the plaza gives a calmer view of daily life than the square itself.
The TEQUILA letters
The big colorful TEQUILA letters on the plaza are the photo almost everyone wants. When several groups arrive together you may wait a few minutes for a clear shot.
Go there first and eat afterwards, or the other way round if the line is long. Either way, leave a few minutes to walk back to the meeting point before the group moves on.
Mornings and late afternoons give softer light for photos than the middle of the day. Your tour sets the hour, though, so take the picture when you are there and enjoy the rest of the plaza.
Lunch near the plaza
Lunch is paid by you on most of these tours, and the restaurants on or near the plaza are where groups usually eat. Give the meal about an hour, since it is often the only proper food of the day.
Eating well here matters more than the menu. Distillery tastings come before and often after, and a full stomach keeps the afternoon pleasant. Our page on what a tequila tour costs lists the other extras you pay on the day.
Carry some cash for the meal and a tip, since a whole group paying by card at once slows everyone down. If you have a dietary need, ask your guide on the drive which places nearby can handle it.
The lowest fare to Tequila town
GDL Experiences runs an 8.5-hour day with agave fields, an artisanal factory and Tequila, then a long party finale at Cantaritos El Güero. Food and bar drinks are paid by you.
Bottle shops and the big names
Shops selling tequila line the streets around the plaza, and the José Cuervo and Sauza names appear all over town. Prices and brands vary a lot from one shop to the next.
Check the NOM number on the label to see which distillery made a bottle, and look for "100% agave" if you want to avoid a mixto. Our guide to tasting blanco, reposado and añejo explains both labels.
Before you buy several bottles, check your airline's baggage rules and the customs allowance of the country you fly home to. Glass is heavy, so wrap it well in your checked bag.
The agave landscape around town
UNESCO listed the agave landscape and old tequila works around the town in 2006. You see it from the road on every tour, as blue-gray rows run up the slopes toward the Tequila volcano.
Several tours also stop in the fields, with local farmers on the Destino Agave day and a jima demonstration on the train day. Bring a hat and sunscreen, since the rows offer no shade at all.
If the big brands interest you more than the countryside, our José Cuervo or craft distillery guide shows which tours visit La Rojeña in town.
Which tours leave the most time
The Agave Experience at ~$149 gives Tequila nearly two hours, split between a meal and a guided walk. It holds 5.0 from 500+ reviews on Viator.
KanKan Tours at ~$96 gives the plaza 1 hour 30, after the Guachimontones pyramids in the morning. Our pyramids and tequila guide has the rest of that day.
GDL Experiences at ~$42 trades town time for its party ending. If that appeals, read our page on what happens at Cantaritos El Güero before you book.
Destino Agave at ~$59 and Estación Turística GDL at ~$150 both list free time in town without giving a length. Check the listing if a long lunch matters to you.
Weekends and Mexican holidays bring more visitors to the plaza. Our page on when to book a tequila day covers quieter days.