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Meet the Incredible Man Behind A Revolutionary Tequila | Partner Tip

Do you ever consider the makers behind your favorite spirits?

Those responsible for the artful liquid inside the bottle often have fascinating stories. Don Julio González was no exception.


A man of unfaltering courage and integrity, Don Julio González set out to change the face of tequila forever by breaking with the traditions of his time. That remarkable vision set the standard for his famous tequila, an enduring legacy that continues to this day.

1. Above all, Don Julio was a man of great passion.

The creation of the world’s first luxury tequila was a feat that could only be accomplished by a truly driven individual. Don Julio González defined his life by his passion to create a great spirit. Inspired to produce tequila by his own unique methods, Don Julio made bold moves from the beginning. In 1942, armed with nothing but his steadfast belief in his vision, he requested a loan from a powerful local businessman to fund his quest. The loan was granted, backed by Don Julio’s extraordinary confidence and led to the founding of his very first distillery.

2. Revolutionary methods defined Don Julio’s tequila.

Don Julio González was the first to plant agave plants further apart so they had more room to grow. The prized, spiky succulent that is roasted and fermented to create tequila, agave requires patient planting and care. Don Julio’s painstaking yet inspired method gave each agave plant ample room to grow and resulted in a richer, sweeter fruit. Don Julio González then selected only the most succulent portions of the piña (the heart of the agave) before slow-roasting them in 72-hour cycles. The result of his labors? A noticeably smoother tequila of uncompromising quality and unparalleled flavor.

3. The Don Julio® Tequila bottle broke with tradition.

At a time when tequila bottles were tall and hosts preferred to hide them from view, Don Julio González made a revolutionary decision. Eager to create a tequila that was worthy of being displayed, he designed his signature short, round bottle that allowed guests to see each other across the dinner table, while admiring the spirit.

4. Don Julio González’s fundamental mission has remained unchanged.

Even after enjoying incredible success with his original tequila, Don Julio remained true to his humble beginnings. He stayed in his native Jalisco and established a distillery where his passion for great tequila could be passed on to future generations. Today, the production of Don Julio® Tequila continues to follow its founder’s traditions. Each bottle of tequila is still made from hand-cut, 100 percent pure Blue Weber agave plants which are slow-cooked in masonry ovens to release the sweet agave juice. The decision to focus on quality over quantity sets Don Julio’s spirit apart, ensuring its status as the world’s first luxury tequila.

5. It all starts with the flagship Don Julio® Blanco Tequila.

The groundbreaking Don Julio® Blanco Tequila is still the starting point for all other Don Julio tequilas. Bearing crisp agave aromas with a hint of citrus, its light, sweet flavor ends with a clean finish and a touch of black pepper and grassy undertones. Enjoy this exceptional spirit neat, on the rocks or blended into a cocktail.

The same attention to detail displayed in the Don Julio® Blanco Tequila has inspired five other distinct tequilas. The barrel-aged Reposado and Añejo are testaments to the craft of creating rich, elegant aged tequilas, and the Don Julio® 70 Añejo Claro Tequila continues the brand’s tradition of firsts. The world’s first tequila that combines the smoothness of a blanco with the complexity of an añejo, the Don Julio® Añejo Claro is aged in oak barrels and then carefully filtered to highlight its crisp flavor.

Those distinguished expressions are followed by the iconic Don Julio® 1942 Tequila. This small-batch tequila is a tribute to the year Don Julio González began his craft, and was the very last tequila that Don Julio created himself, a project he shared with the distillery’s current master distiller, Enrique de Colsa. Finally, Don Julio® Real Tequila is the crown jewel of Don Julio’s portfolio. One of the first extra-añejo tequilas available on the market, the Don Julio® Real Tequila bears exquisitely rich aromas and a smooth, sophisticated flavor that reflects Don Julio González’s tireless commitment to quality.

DON JULIO Tequila. 40% Alc/Vol. ©2015 Imported by Diageo Americas, Norwalk, CT.

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