Zee Peralta Photography
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The state of Sonora, Mexico, might be two and a half hours away from the Valley, but this weekend, its beauty will be showcased in downtown Phoenix. On Saturday and Sunday, the third annual Spirits of Mexico Festival will take over Heritage Square for a dynamic celebration filled with food, spirits, live music and tradition.
The festival is produced by IMEX Live Events LLC in partnership with the Consulate General of Mexico in Phoenix, Downtown Phoenix Inc. and the City of Phoenix Economic Development Department.
Each year, the festival highlights a different Mexican state. In previous years, Chihuahua and Nayarit have been featured. Yazmin Quezada, founder and festival producer, hopes the takeaway is a sense of connection.
“I want to see people laughing, enjoying great food and drinks, and discovering something new,” she says. “For Sonorans living in Arizona, I hope it feels like a moment of home, and for those experiencing Sonora for the first time, a warm introduction to the culture and hospitality of the region.”
Sonora is also special this year, because 2026 marks the 50th anniversary of the Phoenix-Hermosillo Sister Cities relationship, a partnership that promotes cultural exchange and economic collaboration.
“Arizona and Sonora share strong economic, cultural and family ties, so celebrating this anniversary through culture, food and community is a meaningful way to recognize that connection,” Quezada says.
Zee Peralta Photography
The festival has grown each year, with more than 2,000 attendees expected this time around.
Vendors will sell Sonoran dishes including carne asada, chile con carne and other regional specialities. There will be tortillas sobaqueras demonstrations, Seri art and other cultural elements from Sonora.
“I’m especially excited about the Sonoran grilling master class and the tortilla sobaquera demonstration, because together, they represent the heart of Sonoran cuisine,” Quezada says.
The tortillas sobaqueras are large, thin, and handmade using a stretching technique passed down through generations. The word “sobaquera” in Spanish means “armpit,” referring to the traditional method of stretching the dough from armpit to armpit, to create these oversized Sonoran tortillas. After stretching, the tortilla is cooked on a hot comal–a flat, round griddle–and often served fresh as a burrito.
“For this festival, we are honored to welcome four cocineras tradicionales from Caborca, (Mexico), whose mission is to keep this tradition alive and share it with new audiences. They will be demonstrating how these tortillas are made and sharing the cultural knowledge behind them,” Quezada says.
Zee Peralta Photography
Beyond serving as a bridge connecting Arizona and Mexico, the festival provides a platform for Mexican producers, artisans, chefs and tourism boards to introduce their work to audiences in the United States.
Bacanora, the traditional agave spirit of Sonora, will also be part of the celebration.
“As part of the festival’s mission to support small and medium businesses entering the Arizona market, several high-quality, small-batch bacanora brands will make their debut in Arizona during the festival,” Quezada says.
General admission tickets are $15 and include access to live music, food trucks, the Sonoran Indigenous Art & Handcraft Market, tortilla-making demonstrations and kids’ activities.
VIP tickets are $55 and offer additional perks such as arts and crafts workshops, mixology tastings, grilling and cooking classes, plus 10 sample tickets for the tasting area. VIP sessions run hourly throughout both festival days and operate on a first-come, first-served basis.
“For one weekend, Heritage Square becomes a place where people can enjoy incredible food, discover new spirits, experience traditions and celebrate the cultural connection between Arizona and Sonora,” Quezada says.
Spirits of Mexico Festival
March 21 and 22, 11 a.m. to 6 p.m.
113 N. Sixth St.
