The story of Don Julio began in 1942, when a young Don Julio Gonzalez saw a unique opportunity in the production of tequila. With his passion and sharing his vision with a powerful local businessman, Don Julio was given a loan to create his first tequila distillery. At 17 years of age, Don Julio was not only financially supporting his family, but he was laying the foundation for what would become the world’s first luxury tequila brand.
During his time, tequila bottles were traditionally tall and typically hidden under tables until someone’s drink needed topping off. Don Julio broke with that tradition and created bottles that were that were not only visually distinctive, but shorter bottles that could be kept on the table while still being able to see each other.
Don Julio is the “Grandfather” of super-premium drinks. Apart from the standard Don Julio introduced to the industry, which emphasized the health and character of the Blue Weber agave itself, his innovations changed the way consumers regarded tequila, laying the foundation for what we now call “super-premium.” More than seven decades after he started distilling, sales in the super-premium tequila category have gone up 706 percent.
In 2011, the world’s first Cristalino tequila was created by Don Julio, certainly one of Mexico’s most distinguished tequila producers. Called Don Julio 70, it was released in 2012 to commemorate the producer’s 70th anniversary.
Today, Don Julio is one of the best-known brands of tequila in the United States and around the world.