Project Concept

HEAVEN, EARTH, TEQUILA: Un Viaje al Corazón de México features the work of veteran photographer Douglas Menuez, who over the past four years has created a body of award-winning images that exemplify the cultural side of tequila and of México itself. The project explores the traditions from which tequila is born, from the history of the agave plant to how its most famous product became a symbol of México, thus gaining deeper insights into this ancient country.

With the support of the Tequila Regulatory Council, the Cultural Institute of México and the México Board of Tourism, Menuez has expanded this body of work into a high-quality photographic book, with introduction by best-selling author Victor Villaseñor, to be published in October 2005, a photographic exhibit and a series of other high-profile events which highlight and celebrate the beautifully complex culture of México.

An Opportunity to Leverage Interest in Hispanic Culture

The United States Hispanic population is the fastest growing demographic group in the American market, accounting for 13.3% of the United States population in 2002. Between 1990 and 2000, Hispanics accounted for 40% of the country’s total population growth. At the current growth rate, it is estimated that one in four Americans will be of Hispanic origin by 2050. Mexican-Americans comprise 66.9% of this population, helping to drive the growing interest in Hispanic culture. In fact, Hispanic culture is quickly being woven into the mainstream fabric of America, impacting entertainment, commerce, politics and culture. To mainstream Americans, tequila is a symbol of México, and it is also one of the fastest-growing distilled spirits in the United States market today.

Profits to Benefit Hispanic American Civil Rights and Education

All publishing profits will help fund civil rights and education initiatives by the Mexican American Legal Defense and Educational Fund (MALDEF), the leading nonprofit Latino litigation, advocacy and educational outreach institution in the United States.

About the Creators

Douglas Menuez is an award-winning photographer whose experience has covered a wide range of assignments for Time, Newsweek, Life and Fortune magazines over his 20-year career. Teaming with him are renowned art director Andrés Zamudio; Tom Walker, creative director of the bestselling A Day in the Life book series and brand specialist; David Carriere, publicist from the A Day in the Life book series; J.R. Gonzales, marketing and public relations; and executive producer Lisa María Cabrera.