Herradura Issues $100K Challenge to Artists to Transform Tequila Oak Barrels into Works of Art

LOUISVILLE, KY., September 9, 2013 /3BL Media/ – 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.

Art lovers in the eight cities will have the opportunity to see the art firsthand as the pieces will be showcased at select venues in each city in early 2014.

To learn more about the “Herradura Barrel Art Collection” and view the bios of the participating artists, visit http://www.herradurabarrelart.com/. For those looking to share via social media, please use the following hashtag: #ArtHerradura.

About Tequila Herradura   
Tequila Herradura is an ultra premium 100% agave tequila crafted using traditional production methods. Crafted by Casa Herradura using only the most mature blue agave and artisanal methods, such as slowly cooking the agave in traditional clay ovens and fermenting naturally with wild yeast. Only naturally occurring airborne yeast produced by the agave plantations and fruit trees surrounding the distillery influence the fermentation process. Casa Herradura is one of Mexico’s most historic and renowned tequila producers. Casa Herradura has been hand harvesting, handcrafting and estate bottling fine tequilas from the small town of Amatitán, Jalisco since 1870. For more information, visit www.Herradura.com.

About Creative Capital
Creative Capital supports innovative and adventurous artists across the country through funding, counsel and career development services. Since 1999, they have committed $29 million in financial and advisory support to 419 projects representing 529 artists, and their Professional Development Program has reached more than 6,000 artists in 160+ communities. For more information, visit www.creative-capital.org.

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Edith Rocío Robles, Global PR Manager, Tequila Herradura

502-718-8566 edith_robles@b-f.com

Melissa Carrion, FORMULATIN

212-219-0321carrion@formulatin.com