Oct. 14, 2025—As the Monterey Tequila Festival again descends on the Hyatt Regency Monterey this Saturday, Oct. 18, its operators are open about their ambitions: They aim to deepen the region’s relationship with agave spirits dramatically.
“Our vision is simple,” says co-creator Denise White, “to craft a festival so rich in spirit, culture and connection that the Monterey Tequila Festival becomes a legend along the [California] coast.”
That happens through the participation of more than 30 brands of tequilas and mezcals—each offering a range of spirits to taste—and an educational tasting program that empowers both curious newcomers and seasoned sippers to explore the craftsmanship and culture behind tequila and mezcal.
Those hundreds of agave options, in turn, arrive complemented by food pairings from local chefs, traditional dance, live painting and a curated marketplace.
Now in its 17th year, the festival continues to grow.
After purchasing the event two years ago, CEO Chris White, who owns and operates the festival alongside his wife and event president Denise White, says its size has doubled from 750 attendees, tops, to an anticipated 1,500 in 2025.
While other festivals might center on the party, the Whites believe theirs differentiates itself with a different focus.
“It’s an educational festival,” Chris says. “The first hour is dedicated to learning.”
That takes shape with “Agave Spirits Unveiled: A Journey through Tequila and Mezcal,” led by industry expert Eric Olsen, who was chosen by Denise to guide guests through the art, science and stories behind agave-based spirits.
Among the brands pouring this year is Don Elias Tequila, a family-owned producer rooted in traditional small-batch craftsmanship.
“Every bottle represents generations of expertise,” says Denise Robles, sales and marketing coordinator for Don Elias. “Here in Monterey, it’s extra special because we’re a locally owned brand. It gives us the opportunity to connect with our neighbors, share our culture, and educate people about what makes real tequila so unique.”
Festivalgoers can expect to sample sizable bites from several local restaurants, including one of this year’s sponsors, the acclaimed Whaling Station Steakhouse, which has been Monterey County’s top steakhouse for more than 50 years.
Kevin Phillips, Whaling Station partner, notes guests can anticipate gluten-free New England-style clam chowder and miniature versions of the restaurant’s popular French dip made with USDA Prime ribeye.
“Warm and comforting,” he says. “These items are the perfect foods to have in between samples of tequila and mezcal.”
This year’s edition unfolds across a full afternoon and evening beginning with a one-hour educational seminar at 3pm, followed by tequila and food tastings from 4-8pm, and live music and an after-party featuring Anthony Lane & The Chicano All Stars Band running until 11pm.
Tickets are $170 and include access to all tastings, seminars and entertainment.
A portion of the proceeds supports Rancho Cielo and HYS Incorporated, helping the organizations continue its missions of empowering local youth through education.
For the Whites, the sense of celebration and purpose goes deeper than the glass.
“This festival is truly a labor of love,” the Whites write in a press release. “Every year, our team works for months to bring together incredible brands, music, and food all for a good cause.
“We’re proud to continue this Monterey tradition that supports youth programs and local charities while celebrating the artistry of tequila.”
More at montereytequilafestival.com.
