Don Julio

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

From the very beginning, he had a unique vision: to produce tequila of the highest quality without compromise – not for quantity, but for taste, purity, and elegance. This approach was revolutionary at the time, as tequila was predominantly perceived as a cheap alcohol to be drunk quickly.

Don Julio changed the way tequila was made from the ground up. He started by growing only the finest blue agave (Weber Blue Agave), allowing it to grow longer, up to 8 - 10 years, and carefully sorting it. Unlike other producers, he cut the piñas into smaller pieces so that they would bake evenly, and the baking was done slowly in traditional brick ovens. Fermentation was natural and distillation was carried out in small batches to achieve a consistent taste and aroma.

In addition, he was also a pioneer in bottle innovation – he was the first to design low, wide bottles that hosts could leave on the table for their guests to see and enjoy, instead of 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 from locally grown agave using traditional methods, but with an emphasis on modern precision. The entire portfolio – from Blanco and Reposado to the iconic Don Julio 1942 and ultra-premium Real – 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 – to create something exceptional that brings people together and leaves a lasting impression.