BOX ELDER, SD — A new tequila-centric festival is about to heat things up in western South Dakota. The Mountain West Fiesta Fest, set for May 3 at The Box Events Center in Box Elder, is shaping up to be the region’s next big kickoff-to-summer celebration—mixing rare tequila tastings, Mexican beer, margaritas, and even live wrestling.
In a recent episode of the Whiskey@Work podcast, hosts Mark Houston and Rob Henry were joined by Adam Patton, General Manager of The Box and its connected Courtyard by Marriott hotel. Together, they teased the massive list of tequilas being featured at the event—over 100 varieties between general admission and VIP experiences. Highlights include hard-to-find bottles like Clase Azul and controversial celeb-owned brands like Cincoro Reposado, which was developed with basketball icon Michael Jordan.
“There’s a story behind everything we bring in,” said Patton. “You might come for the tequila, but you’re going to stay for the experience.”
The podcast also explored shifting alcohol trends in the U.S., noting that while overall spirit sales declined in 2024, tequila was the only category to see a rise. “It’s quality over quantity now,” Houston noted. “People aren’t just doing shots—they’re sipping and exploring flavor.”
Cincoro Reposado became a focal point of the tasting, both for its unique bottle design (inspired by Jordan’s jump shot form) and the debate over whether it contains additives. Using the “tequila hand rub test,” the hosts suspected it did. “It smells like vanilla cake frosting,” Rob Henry joked, “which means there’s probably more going on than just agave.”
In addition to the tequila tastings, Mountain West Fiesta Fest will include Mexican lagers, palomas, micheladas, and a live Lucha Libre-style wrestling show. VIP ticket holders will have access to exclusive pours and a luxurious lounge experience.
Event planners emphasized the importance of experience. “We’re always asking: what makes this event different?” said Patton. “How can we make it better so people come back next year?”
For those traveling in, discounted room rates are available at the Courtyard by Marriott next door. Tickets and hotel packages can be purchased at MountainWestFiestaFest.com.
Whether you’re a tequila novice or an agave aficionado, this festival promises to be a one-of-a-kind South Dakota party.
