Jalisco, Mexico - The oldest tequila producer in the world has teamed with the largest railroad in Mexico to relaunch a train tourism experience that emphasizes both education and entertainment.

A newly rebranded version of the Tequila Herradura Express, operated by Ferrocarril Mexicano S.A. de C.V. (Ferromex), debuted in late April and features eight recently refurbished passenger cars that transport visitors from Guadalajara in Jalisco, Mexico, to La Hacienda San José del Refugio at Casa Herradura in Jalisco's Amatitán - also known as the birthplace of tequila.

The journey, which takes place year-round every Saturday and lasts about 90 minutes each way, winds past scenic mountain landscapes and agave fields while passengers sip tequila en route to the historic Casa Herradura, which has produced tequila since 1870 and makes Tequila Herradura, an ultra-premium 100 percent agave tequila. The tequila is distilled twice and aged in American white oak barrels.

Once guests arrive, a guided tour takes them through Tequila Herradura's production facilities, which is followed by an authentic Mexican lunch in the heart of the distillery featuring dishes exclusive to the region, plus live Mariachi music and folk dancing. All told, the entire experience - rich in history, heritage and spirit - lasts 10.5 hours from check-in to return.

Since the April relaunch, runs are averaging about 200 passengers per trip, officials say.

"The new Tequila Herradura Express provides a unique opportunity to connect with consumers by not only sharing our great tequila and homeplace, but also to create memorable experiences," says Denisse Sánchez, Casa Herradura's homeplace manager, adding that Ferromex enjoys similar benefits. "Ferromex considers both the train and tourism efforts to be pillars of Mexico's national economic development, generating a successful formula that denotes economic growth and positions the state of Jalisco as a must-visit area."

The Tequila Herradura Express is an updated version of a tequila tourism train that Ferromex operated to Amatitán from 1997 to 2015 as part of an arrangement between the railroad, the tequila company and Guadalajara's chamber of commerce. When the arrangement with the chamber ended, Ferromex refurbished the cars to help Tequila Herradura with its rebrand.

"It was a great partnership for years, and we found a new opportunity to bring the branded experience to life," says John Tichenor, vice president and global brand director for Tequila Herradura. "There's a renaissance happening within the train industry right now, and it allows brands to connect with people in different ways."