El Jimador’ history begins with one man, Félix López. A simple distillery administrator, who through hard work and a great deal of determination took over both the distillery and agave fields of his previous boss in 1870, the same year Félix registered it as a tequila producer under the name of Hacienda San José del Refugio. A flourishing family business was formed, and remained within the family for over a century, through political strive and the modernisation of Mexico. With the development of a national railroad in the 19th century, it wasn’t long before the family’s tequila became famous across the country. Finally, Aurelio, Félix’s son gave it the name Herradura, which translates to horse shoe the symbol of luck to distinguish their tequila from all others. Especially since some distilleries had begun to mix their tequilas with other elements to save costs, but Herradura was kept 100% agave. Then in 1994 the El Jimador brand was introduced as a part of a celebration of a new era for this beloved tequila brand! Shortly after it launched, it became the #1 seller in Mexico, and not too long afterwards the world.

El Jimador

El Jimador Day of the Dead Night Ride


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