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Hero: Don Julio

Don Julio Gonzalez

Don Julio is a Badass

Born in Jalisco, Mexico, Don Julio González-Frausto Estrada became the head of his household when he was just 15, after his father passed away. In an effort to provide for his family, he started selling tequila in small wooden barrels throughout his hometown. And people liked it. They really, really liked it.

Encouraged by his success, in 1942, Don Julio started his own tequila distillery called “La Primavera.” His first brand, called Tres Magueyes, was only enjoyed by close friends, but soon enough, word of his delicious tequila got out, and he made his business official.

Don Julio passionately honed his craft for the next 40 years, never afraid to embrace new methods like vertical integration, and experiment with various steps in the tequila-making process, “from the cultivation of the agave to the bottling of the final product”.

On his 60th birthday in 1985, his sons made a special tequila in his hame, and Don Julio the tequila was born. Party guests and the locals of Guadalajara loved it so much that again, popular demand encouraged Don Julio to launch it internationally, making Don Julio the world’s very first luxury tequila brand. Up until that point, tequila was merely a “farmer’s drink.”

If not for Don Julio and his passion and hard work, brands like Casamigos and DeLeon wouldn’t exist. So let’s all raise a glass to the late Don Julio González-Frausto—a great man who did a great thing for thirsty people everywhere.