July sees hundreds of thousands of visitors arriving in Oaxaca to celebrate (and photograph) the traditions of Guelaguetza. Many are on the hunt for the best mezcal, and there are many events to provide just that, ranging from tasting seminars to street parties.
The principal event in Oaxaca City is the Feria del Mezcal, hosted at the Centro Cultural y de Convenciones de Oaxaca (CCO) in Santa Lucía del Camino. This is a multi-day extravaganza concluding July 28. Although many treat the event like the world’s largest open bar, it is much more than that. It is an agro-industrial, cultural exhibition where you can find rare mezcals and meet the producers who make them.
Oaxaca’s mezcal sipping and sampling festivals
Glynn Pegler runs two bars in Oaxaca City and says he has seen a “noticeable increase in the professionalism of the Feria this year. There is a full program of entertainment and seminars, and stricter controls on the quality of the products and their authenticity. From the quality of the displays and decorations in each of the mezcal stands this year, it is clear that everyone in the Feria has upped their game.”
Santiago Matatlán is a Oaxacan town known as “the World Capital of Mezcal.” The town recently hosted its own “Grand Mezcal Festival,” held from July 23-26, 2026. The dates coincided with the state celebration of Guelaguetza, as well as the town’s saint’s day (July 25) honoring Santiago Apóstol.
This year, the fair took place just a few blocks from the town square. Stalls showcased local mezcal brands, as well as traditional crafts and food. Over the course of the event, experts including Mabi Cuish, Carmen Vásquez and Cynthia Villalobos gave lectures. Music and dancing were featured in the form of a calenda, a cabalgata (horseback procession) and a jaripeo (rodeo).
An education in mezcal
The celebration integrates the mezcal tradition with other elements of Oaxaca’s cultural identity, strengthening the tourist offerings of Santiago Matatlán and its connection with Guelaguetza activities.
On Saturday, organizers presented awards, cheered on by the festival crowd. These included diplomas for students who completed a course in mezcal production through the “University of Mezcal.” The main event was the Largest Agave Heart Contest, sponsored by ProMez. The contest recognizes the quality and effort of the producers, highlighting two fundamental aspects of the agave: its sugar content, measured in degrees Brix, and the weight of the hearts.
Although the Grand Mezcal Festival in Matatlán has finished, you can still visit the community and the mezcal producers who work there. You can do this by reaching out to mezcalerías such as Quiote or by contacting local guides.
Anna Bruce is an award-winning British photojournalist based in Oaxaca, Mexico. Just some of the media outlets she has worked with include Vice, The Financial Times, Time Out, Huffington Post, The Times of London, the BBC and Sony TV. Find out more about her work at her website or visit her on social media on Instagram or on Facebook.
