Mexican tequila brand Milagro has launched an art exhibition at Neutral Bay Mexican bar SoCal.
Last week's launch was timed to cooincide with the annual Mexican holiday of Cinco de Mayo, and the exhibition is comprised of fifteen prints by Mexico City based street photographer Mark Alor Powell.
The works aim to represent the miracles that exist in the everyday surroundings of Mexico City and, in turn, to highlight the inspiration that underpins the Milagro brand.
Powell says, “There is a certain imaginative spirit found only in Mexico. From the extreme contrast and clash of cultures that go back to the conquest, to the contemporary display present within the Mexican landscape.
"Events happen unexpectedly and often with a surreal flavour - fiestas, religious ceremonies, street art, buildings and monuments.”
Milagro, which is now part of William Grant & Sons' brand portfolio, was founded in 1997 by Mexico City natives Danny Schneeweiss and Moy Guindi who wanted to combine the history and romance of traditional tequila with the spirit and sophistication of modern-day Mexico City.
To this end, Milagro's distiller Pedro Juarez combined the sweet, aromatic blue agave plant of the Jalisco Highlands with an innovative distilling process involving both pot and column stills.
At the unveiling of the exhibition, Milagro invited guests to adorn their hair with coloured flowers, listen to the traditional melodies of a mariachi band and enjoy traditional Mexican dishes specifically paired with Milagro-tequila based cocktails to enhance the flavour of both food and drink.
Special guest Lucia Rodriguez encouraged guests to sip the Milagro tequila slowly to experience the tequila beyond its initial taste and to have an awareness of the subtle notes of flavour that embody the purity of the estate-grown blue agave plant.
The pop-up exhibition will be touring globally, but will be showcased to the public from Cinco de Mayo (5 May) to 18 June.
SoCal will also host ‘Milagro Sundays’ while the exhibition is on show, featuring Milagro Margarita specials, tequila tasting, an authentic Mexican menu and photo competitions.
Guests are encouraged to participate in a social-media based photo competition by uploading a photo of their favourite piece featured in the ‘Museo of Miracles’.
