DON JULIO

Don Julio is a premium tequila brand founded in 1942 by Don Julio González-Frausto Estrada, who began producing tequila in the Highlands (Los Altos) of Jalisco with an emphasis on quality over volume. His approach included harvesting fully mature Blue Weber agave, maintaining careful production standards, and introducing practices that helped elevate tequila's reputation as a premium spirit. Today, Don Julio is produced at La Primavera Distillery (NOM 1449) in Atotonilco El Alto, Jalisco, and is owned by Diageo, one of the world's largest beverage companies. The portfolio includes Blanco, Reposado, Añejo, 70 Cristalino Añejo, Rosado, Alma Miel, and the luxury 1942 and Ultima Reserva expressions, along with periodic limited editions. Production combines traditional tequila-making methods—including slow cooking of Blue Weber agave, roller-mill extraction, controlled fermentation, and copper pot distillation—with modern quality control. The brand is particularly known for its aged tequilas, which are matured in American white oak barrels to develop a smooth, approachable profile while preserving agave character. Don Julio is distributed globally and is widely regarded as one of the brands that helped establish the international premium tequila market. Its emphasis on craftsmanship, consistency, and aged tequila expressions has made it one of the most recognized and influential names in the tequila industry.