Invited key trade across the U.S. to Puebla, Mexico for a three-day immersion at the home of Ancho Reyes to celebrate the brand’s innovation and heritage.

We developed an itinerary that celebrated the authentic ritual of gathering around the table, a tradition that is core to Mexican culture as well as Ancho Reyes’s history. Each day of the trip was centered around meals that were meticulously crafted to transport guests through the vibrant streets of Puebla and its diverse neighborhoods all while heroing Ancho Reyes’ key ingredient, the chile. Guests were also able to immerse themselves into the brand, hand-picking chiles out in the fields and visiting the fabrica for a behind the scenes look at how Ancho Reyes is made.