Don Julio Strana 1 z 1

The Don Julio brand was born as the dream of a young Mexican farmer, Don Julio González-Frausto Estrada, who in 1942, at just 17 years of age, founded his first distillery, La Primavera, in the area of Atotonilco El Alto in the Los Altos de Jalisco region.

From the very beginning, he had a clear vision: to produce tequila of the highest quality without compromise – not for quantity, but for flavour, purity and elegance. At the time, this approach was revolutionary, as tequila was largely seen as a cheap spirit meant for quick consumption.

Honest production and attention to detail

Don Julio fundamentally changed the way tequila was made. He began by cultivating only the finest blue agave (Weber Blue Agave), allowing it to grow for 8–10 years and carefully selecting each plant. Unlike many producers, the agave piñas were cut into smaller pieces to ensure even baking, which took place slowly in traditional brick ovens. Fermentation occurred naturally, and distillation was carried out in small batches, resulting in a consistent flavour and aroma.

Iconic bottles and global recognition

Don Julio was also a pioneer in bottle design. He was the first to introduce low, wide bottles that hosts could leave on the table, allowing guests to see and enjoy them rather than hiding them behind the bar.

Today, Don Julio is one of the most respected premium tequila brands in the world and part of the Diageo portfolio. It is produced exclusively in the Jalisco region using locally grown agave, traditional methods and modern precision. The full range, from Don Julio Blanco and Don Julio Reposado to the iconic Don Julio 1942, is a testament to craftsmanship, patience and dedication to quality.

Don Julio González passed away in 2012, but his philosophy lives on: every drop of this tequila is a tribute to his vision of creating something exceptional that brings people together and leaves a lasting impression.