Don Julio Tequila

    Don Julio González instigated a paradigm shift in the tequila industry by prioritizing quality over quantity. He implemented a meticulous approach, spacing out agave plants to allow ample room for growth and full maturation prior to harvest. He meticulously handpicked the most succulent parts of the piña, subjecting them to 72-hour steaming cycles.

    When it was time to present his creation to the world, Don Julio diverged from generations of conventionally tall tequila bottles that were typically concealed beneath tables. Recognizing that his exceptional spirit deserved more visibility, he innovatively designed shorter tequila bottles, encouraging guests to pass them around the table while maintaining eye contact with one another.