At the Four Seasons Hotel in downtown Austin, the air carried a hint of mesquite and melody—Mexico’s northern soul had arrived. The Governor of Coahuila, Manolo Jiménez Salinas, stood before a gathering of diplomats, business leaders, and journalists to announce what he called “the pride of our people and the heartbeat of our land”—the Saltillo Rodeo Festival 2025, now galloping onto the world stage.
Austin and Saltillo are bound not just by geography but by spirit. Sister Cities, both thrive on creativity, community, and cowboy grit. Coahuila, Mexico’s “cowboy” state, mirrors Texas in its landscapes and temperament: expansive, sunlit, industrious. It’s where northern Mexico’s cowboy heritage beats loud and steady, stitched with hospitality and tradition.
“Rodeo is a tradition that beats strongly in Coahuila,” said Governor Jiménez, his words rippling with pride. “Here, we live our cowboy culture to the fullest. That’s why we are proud to host the best Rodeo Festival—and we are ready to share it with all of Mexico and the world.”
Beside him, Saltillo’s Mayor Javier Díaz González nodded with quiet conviction, representing a city ready to welcome the world.
The Rodeo Saltillo Expo, Fair & Fest 2025, now in its sixth edition, will unfold October 17–19, 2025—three days of grit, grace, and spectacle. What began as a regional fair has become a national symbol: a celebration of rural pride and modern vibrancy.
This year’s edition promises to be the most ambitious yet, drawing more than 60,000 attendees and generating over 40 million pesos in local economic impact. Families, tourists, and fans of the open range will gather for a festival that’s part rodeo, part cultural showcase, and wholly Coahuila.
Among its highlights:
- National Barrel Racing, Super Bull, and Rodeo Super Stars
- Coahuila Grill Champion competition and the Family Fire culinary showcase
- The National ANGUS Exhibition featuring 25 ranches and 200 head of cattle
- “Little West,” a cowboy-themed wonderland for children
- Concerts at the Teatro del Pueblo, starring:
- La Leyenda
- La Arrolladora Banda El Limón
Poder del Norte
- El Duelo
- Caballo Dorado
And Texas native William Beckmann, performing in Mexico for the first time
“Saltillo is not hosting a festival,” Jiménez said. “We are opening a window for the world to see what Coahuila truly is—peaceful, prosperous, and proud. At the Austin preview, the spotlight turned briefly from the rodeo to the refined—through Vinos & Dinos, a tagline that represents the wine producers and parks. It’s an opportunity for tourists who visit the state to taste the wines of the region while discovering ancient remains of the Jurassic era.
Guests were introduced to northern Mexico’s high-quality excellent wines. The showcase featured small producers., Liricus Wines, the U.S. distributor for RG|MX (Reto Grupo México), a collective at the forefront of modern Mexican viticulture.
The wine I appreciated most was Scielo MX R3 Syrah—a deep, garnet-colored expression of Coahuila’s high desert. The first sip struck like a jolt: bright, brief, and awakening. But once swirled and tasted, it softened—velvety, and deliberate, leaving a faint pulse of spice and sun that lingered long after. It was the kind of wine that reminds you your senses have been sleeping.In that single glass, you could taste a country’s quiet evolution—Mexico’s northern soil finding its voice, one sip at a time.
Saltillo’s renaissance is both cultural and economic. Governor Jiménez called it “Mexico’s most competitive city,” ranking as the third-safest state capital and the second-highest in GDP per capita nationwide. But beyond statistics, the city’s proper measure is its people—artisans, ranchers, musicians, chefs, and engineers—each contributing to a modern identity rooted in authenticity.
From the wide boulevards that frame the Sierra Madre to the open fields echoing with mariachi horns and rodeo cheers, Saltillo embodies the borderless spirit that unites Mexico and Texas.
Governor Jiménez put it simply: “The Saltillo Rodeo is more than a fair—it’s a declaration of who we are. Coahuila has peace, safety, infrastructure, and people who know how to do things right.” The hum of Spanish and English mingled with the clinking of glasses—an overture to what promises to be the grandest celebration of cowboy culture south of the Rio Grande.
Rodeo Saltillo Expo, Fair & Fest 2025
October 17–19, 2025 — Saltillo, Coahuila, Mexico
Three days. Sixty thousand hearts. One shared spirit of freedom under the northern sky.
For more information on Liricus wine distributors, visit https://liricuswines.com/