Herradura Barrels Into Art World
Leveraging its long established art platform in Mexico, Herradura worked with marketing and advertising agency The Hive to invite 80 artists in eight U.S. cities (New York, Los Angeles, Chicago, Atlanta, San Francisco, Austin, Miami and Santa Fe) to transform a Tequila Herradura oak barrel into a work of art. A jury-selected piece of work from each of the eight cities will be awarded $10,000 and an invitation to the final competition being held in Miami, where the finalist barrels will be auctioned off to benefit Creative Capital, a renowned arts organization. The creator of the winning Herradura Barrel Art piece will receive $100,000 - one of the largest monetary prizes in the contemporary art world.
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