Herradura Launches $100K Challenge to Artists to Transform Tequila Oak Barrels into Works of Art
Since 1870, Tequila Herradura has been crafting what many consider to be the finest tequila in the world. This year, Herradura will be sharing its history, heritage and passion for crafting the finest tequila with art aficionados nationwide through the "Herradura Barrel Art Collection." Leveraging its long established art platform in Mexico, Herradura invited and challenged 80 artists in eight US cities (New York, Los Angeles, Chicago, Atlanta, San Francisco, Austin, Miami and Santa Fe) to re-craft, transform and reinvent a Tequila Herradura barrel into a work of art.
A jury-selected piece of work from each of the eight cities will be awarded $10,000 and an invitation to the final competition being held in Miami in early December, where the finalist barrels will be auctioned off and the creator of the winning Herradura Barrel Art piece will receive a $100,000 prize, one of the largest monetary prizes in the contemporary art world.
As part of its commitment to supporting the arts, Herradura will donate all proceeds from the barrel auction and an additional $70,000 to Creative Capital, a renowned arts organization, dedicated to supporting innovative and adventurous artists nationwide through funding, counsel and career development services. Creative Capital will use these funds to bring its acclaimed Professional Development Program workshops to artists in the participating cities free of charge.
"At Casa Herradura, each handcrafted oak barrel plays a key role in the final aging process of creating our ultimate work of art and craftsmanship - Tequila Herradura. It is only fitting that the vessel where each batch of Mexico's iconic spirit develops its layers of flavor and aroma is transformed and reused to create a work of art," said Valdemar Cantu, Herradura's brand manager. "We have collaborated with hundreds of artists in Mexico through our art platform and are honored to bring the program to the US and support artists in their quest to share their legacy with the world."
A panel of judges will select one finalist from each city to participate in the final competition during the world's premier international art show in Miami in early December. All works of art will be judged based on originality, creativity, overall quality and the inclusion of elements and values that represent Tequila Herradura. Art fans over 21 years old will also have the opportunity to vote for their favorite artwork on Tequila Herradura's Barrel Art website beginning September 29 and for two weeks following each regional event. In addition, Tequila Herradura has partnered with leading national and regional media brands like Atlanta Magazine, Details, Esquire, GQ, Ocean Drive, Texas Monthly and Thrillist to host the respective local events and amplify its efforts to raise awareness of the program.