La Rojeña is the oldest active distillery in Latin America, producing Jose Cuervo tequila since 1795. The sprawling complex — known as Cuervo World — occupies much of the town centre and takes visitors through the full production process: the jimadores cutting the massive agave piñas in the fields, the stone ovens where the piñas are roasted, the fermentation vats, and the distillation columns. The tour ends with a tasting in the hacienda.
The hacienda building dates from the 18th century and is worth seeing for its own sake — thick stone walls, painted tiles, and a courtyard full of barrel cacti. Guides are knowledgeable and the tastings are generous. Booking ahead is recommended, especially on weekends when tours sell out.