The town of Tequila is the whole point, and the distilleries in and around it are the reason to come. The big houses — Cuervo and Sauza — have their distilleries in the centre and run tours several times a day; smaller ones such as Fortaleza and El Llano take visitors by appointment, and are worth the effort for anyone who cares how tequila is made.
Most visits include the jima, the harvesting of the agave heart with a long flat blade, out in the blue fields that are a UNESCO World Heritage landscape. Book ahead at weekends, and do not drive afterwards.