TIJUANA – An estimated 10,000 visitors are expected to turn out to Mexico's largest and most successful tequila festival, open Wednesday through Sunday on avenida Revolución.

The Expo Tequila Tijuana 2011 features more than 300 brands of Mexico's most emblematic beverage. A total of 45 tequila producers will be on hand, as well as brands of tequilas and Mexican liquors ranging from the internationally renowned to newer labels.

All will offer tastings, according to Javier Lechuga, director of the organizing committee.

"It's a family event in which we will promote the tequila culture in a responsible way," he said.

As in previous editions, the expo will have musical entertainment that is 100 per cent Mexican, with live performances by mariachis, banda groups, norteños, pre-Hispanic

dance and a recital about the history of tequila.

The expo is one of the best places in Mexico for tequila producers to meet potential distributors and for consumers to try a wide variety of Mexican flavors.

Tijuana's Tourism and Conventions Committee said that the expo's organizers will donate a percentage of ticket sales to the city's family agency (known as DIF) to help rebuild temporary shelters for adults and children.