Our Brands: The Story Of Don Julio

Don Julio and his distillery ‘La Primavera’ were both born in Atotonilco, on the highlands of Jalisco.

His passion for the land, agaves, and process created an exceptional tequila, and it’s the same devotion and recipe that the brand uses today.

Don Julio’s ways didn’t always make sense. He treated his agave like family. He would talk to them, even whisper with them, and he refused to take any shortcuts.

He wouldn’t harvest by the field. Instead, he only chose the most mature and ready agave, harvesting plant by plant, before slow cooking in traditional ovens and aging in oak barrels.

In fact, Don Julio was the first to age his tequila beyond set standards for an even more exceptional flavour. Don Julio was incredibly particular.  His legendary devotion was singular and exacting, but every sip of his tequila proves why he behaved in the way that he did.

See how Don Julio's devotion to his craft is kept alive in the making on Tequila today.