Tequila, Jalisco and the history behind it has made the town and the area surrounding it a World Heritage Site. It was also named a "Pueblo Mágico" (Magical Town) in 2003 by the Mexican federal government. Tequila has also been famous for being the prime setting in the successful Televisa telenovela "Destilando Amor", starring Angélica Rivera and Eduardo Yáñez. The coat of arms of the municipality was officially adopted on 31 December 1983 by the municipal council. It contains the Latin phrase ALMA LAETA NOBILIS, meaning “cheerful and noble soul.” Its representative symbols include the tower of the main church in the
Tequila fruitier-tasting tequila, while lowland agaves give the tequila an earthier flavor. Unlike other tequila production steps, fermentation is one of the few steps out of the control of human beings. Fermentation is the conversion of sugars and carbohydrates to alcohol through yeast in anerobic conditions, meaning that oxygen is not present during the process. Fermentation is also carried out in a non-aseptic environment which increases the bacterial activity of tequila. The participation of microorganisms from the environment (yeasts and bacteria) makes fermentation a spontaneous process which gives rise to many byproducts that contribute to the flavor and aroma of tequila.