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A Visit to the Don Julio Tequila Distillery

It’s the stuff of a Hollywood movie, or a novel about rags to riches. Except it’s all true. In 1940 in the town of Atotonilco El Alto in Jalisco, Mexico, 15-year-old Julio Gonzalez-Frausto Estrada lost his father. Julio became head of the family, and worked as a farmhand for nine pesos a week to help the family’s meagre income.

Julio also worked with his Uncle José, who made tequila, and he learned the skills of distilling from him. At the age of 17, before he was legally old enough to drink tequila, Julio started his own distillery in the hopes of earning a bit more money. With all the confidence of a teenager, Don Julio told people: “I’m going to make the best tequila in the world, even if I don’t sell it.”

He would carry his tequila around the dusty roads of the Jalisco highlands on the back of a donkey, and sell it he did. He was soon making nine pesos a day from his tequila, and could stop working as a farm laborer. He exchanged the donkey for a bright blue Chevrolet truck.

In 1947 Julio moved to larger premises right in the center of town, and that’s where I went to see where Don Julio , the number one luxury tequila in Mexico, is still made. I was met by Master Distiller Enrique de Colsa, who has been making Don Julio since 1999.

“When I arrived,” he told me, “we were making 8,000 litres a day. Now we do 32,000 litres a day, in the same space! I believe we’re one of the most efficient distilleries in the world. We work 24/7 to produce those 32,000 litres.”

Enrique showed me the receiving area, where the blue agave pinas arrive on their journey to being turned into tequila.

“We only take agave that is mature and ripe,” Enrique explained. “Not all agave are ready at the same time, even in the same field. We go after five and a half years to see which are ripe and we take maybe 20% of the agave. We go back six months later, then take maybe another 20% that are now ripe. And we keep going. Other distilleries will clear a whole field at the same time as it is more economical.

“If I’m going to make the best tequila I need to start with the best agave. In one hectare, when you would normally plant 3,000 agave, I will plant 2,500. The agave will grow bigger and be more flavorful. Giving them more space also gives each plant more sun.”

In front of us men are hacking the mature agave into pieces, prior to cooking.

“We cut them into even pieces so that we can cook all ones of the same size together,” Enrique told me. “It might look like the guys are just kicking an agave and cutting it but all the time they’re looking at the size of the agave and deciding how to cut it. We cook in 72-hour cycles. There are no books to tell you how to make tequila. You have to know how to change cooking times, depending on the agave, and the year, and the conditions.”

Enrique then explained the next stage in the process, once the agaves have been cooked.

The distillery was first called La Primavera

“Just like you clean clothes,” he said, “with the fibre of the agave you soak it in water and squeeze it, and repeat and repeat. With clothes what remains is the dirt, with agave fibre it’s the sugar. So now we have agave sugar. Next we ferment with yeast. You can do it in two ways. One way is to use wild yeast, the yeast that’s in the atmosphere, but that doesn’t give you consistency. The second way is to use a specific yeast from a laboratory. This gives you consistency, but the bad side is that someone else can buy the same yeast as you. What we do at Don Julio is adapt the yeast to our own flavors. We have had our yeast now for 35 to 40 years.”

After 24-30 hours of fermentation, the liquid is ready for distillation.

“Here’s where we concentrate flavors and aromas,” Enrique explained. “Everybody has to remove head and tails. The key is how much you remove. As a consumer you wouldn’t notice in the taste if some head and tails were left in but your body would notice as it would give you a bad headache, stomach-ache and so on.”

Enrique then showed me a sample of the spirit after one distillation. It was a little cloudy, and still had waxes in it. You can drink it, it’s about 24-25% abv, but the second distillation is pure and clear.

“At the end,” Enrique said, “we produce tequila at 55% and then reduce it to the required strength. If you distill too many times you are removing aromas and flavors.”

Enrique de Colsa conducts a tequila tasting

After the tour, and naturally a tasting, I’m shown the small museum in the distillery, dedicated to the remarkable life of Don Julio. His distillery and tequila was at first called La Primavera, “The Spring.” It was only in 1985, celebrating Don Julio’s 60th birthday, that his sons as a gift created a tequila which they called Don Julio. It met with their father’s approval.

A tequila tasting at Don Julio

The first Don Julio tequila also met with the approval of the people of Atotonilco El Alto, and its success spread throughout Jalisco and to the state’s capital, Guadalajara. What’s surprising is that at the time the tequila was the most expensive tequila ever sold. The world’s first luxury tequila had been born.  All photos by Mike Gerrard.

IF YOU GO : The Don Julio Distillery is not open for public tours, but private tours can be made by special arrangement.

donjulio.com

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Mike Gerrard

Mike Gerrard is an award-winning travel and drinks writer who divides his time between Cambridgeshire in England and Arizona in the USA.

I would love to have a private tour/tasting at Don Julio as you did…but there’s nowhere on their website for contact info or number to reach them. Can you tell me how to reach them to set up? Thanks in advance

Thanks for the question and it is a wonderful place to visit. I’ve been looking through my contact details and business cards but can’t find a point of contact to arrange a visit. I suggest making contact in the first instance with their PR company, [email protected] , or sending Don Julio a private message via their twitter account, @donjulio.

Hello, how can I arrange a private tour? What did you do? I am having a hard time making the arrangements.

I was invited by the distillery along with several other journalists. All I can suggest is making contact with the people mentioned in my previous reply.

You’ll love it!

Hi Greg Zyn, Did you visit Don Julio Distillery? How did you arrange the tour?

Hello I was wondering if someone can help me get a original don Julio 1942 in the wooden casket before they changed the bottle?

Hi! So I’m trying to arrange a private tour to don julio distillery but can’t find a contact info..would you happen to know how to reach them when you went?

Hi Claudia. Thanks for your comment. You can try the Master Distiller, [email protected] , or their PR contact: Dominic Benigno, dbenigno@hunterpr.

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Visiting Don Julio

Distilleries , Mexico , Tequila

On a recent visit to Jalisco in Mexico to see several tequila distilleries, I was very taken by the fascinating story of Don Julio. I discovered that Don Julio is not just a brand. Behind it lies a true story of a young Mexican boy who struggled to help his family, and ended up creating this legendary tequila.

After touring the distillery I wrote about Don Julio and his incredible life for the Drinkhacker website. You can read the full story by clicking on the image below.

You can buy a range of Don Julio tequilas from Caskers and from Master of Malt .

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Need To Know

9 Things You Should Know About Don Julio Tequila

words: Emily Bell

Everybody loves a good game changer — think Lady Gaga, doughnut hamburger buns , or  raccoons as pets .

But every time you scan a back bar for your favorite bottle, or take your time savoring a great Margarita , you could be overlooking one of the major game changers in tequila: Don Julio.

At a time when tequila production meant quantity over quality, Don Julio dared to challenge the status quo: The company coddled its agave, bottled short when everyone else went tall, and even stripped its aged tequila down to crystal-clear agave bones.

Here are nine things you need to know about super premium tequila O.G., Don Julio.

It was founded by a teenager.

Most of us at 17 are just beginning to dabble in angry poetry. But in 1942 in Jalisco, Mexico, one 17-year-old was not only supporting his entire family financially, he was laying the foundation for what would become the world’s first luxury tequila brand. And yes, that makes getting published in your high school lit mag a little less epic an achievement.

That teenager was Don Julio.

Just like there was a real Richard Hennessy , there was indeed a Don Julio (no word yet whether Ziggy “I Dare You to Drink This” Popov is a real person). When Don Julio González began distilling tequila as a teenager, he didn’t have big business plans. He was simply trying to supplement a weekly income of 9 pesos for his family. He also just so happened to care about tequila. So at a time when it was just a workhorse drink — fiery, raw, and rough around the edges with more than enough kick to knock you head-first into sweet oblivion — Don Julio staked his future on the idea that tequila might someday be savored, sipped, and described in as much loving detail as fine whiskey. (He was right.)

The distillery was built on borrowed money.

Most worthwhile ventures — higher education being the one soul-crushing exception — start with a loan. When the just-barely-post-adolescent Don Julio decided he was going to introduce his exacting, persnickety standards to tequila production, his first stop was at the doorstep of a local businessman, asking for a sizable loan to start his distillery. The businessman agreed, agave hearts found their way to ovens, and Don Julio’s first tequilas were bottled. (Though apparently only friends and family got to drink the earliest stuff, and we hate them for it.)

Don Julio was the granddaddy of “Super Premium.”

Beyond the standards Don Julio introduced to the industry, which emphasized health and character of the Blue Weber agave itself, the brand fundamentally changed the way consumers regarded tequila, laying the foundation for what we now call “super premium” (where bottles sell for $26.67 or more). Between 2012 and now, more than seven decades after Don Julio began distilling, sales in the super premium tequila category have gone up 706 percent.

The bottle design was intentionally off-trend.

In Don Julio’s time, tequila bottles were purely utilitarian, long, lean, and generally tucked under the table until someone’s drink needed topping off. They certainly weren’t a point of visual interest (not like some of the stranger specimens out there today ). Don Julio dared to go off trend, designing tequila bottles that weren’t just short but almost awkwardly squat. The goal was to create not just a visually distinctive bottle, but one you could keep on the table without blocking anyone’s view of your beautiful, drunken face.

The Master Distiller knows his way around a chemistry set.

Don Julio master distiller Enrique de Colsa was formerly an industrial engineer, working in what he describes as “liquid handling,” a field we have to assume involves lots of chemical equations and the vigilant use of rubber gloves. As a result, de Colsa handled things like filters, compressors, and even bombs. De Colsa eventually moved toward perfumes and, eventually, spirits. When he met Don Julio in 1998 he was actually working for a rival distiller; Don Julio immediately plucked him away and made de Colsa master distiller for the entire brand in 2004.

Its añejo is more tequila and less barrel, and that’s weird (but good).

Most reposado and añejo tequilas do their aging in repurposed barrels, absorbing a bit of added character from the wood. Don Julio follows suit: Its reposado spends eight months in old Kentucky bourbon barrels. But it goes a bit off-trend yet again with its añejo, which ages for 18 months in reposado barrels (basically a doubly used barrel). The result is gentler impact from the wood itself, with more of the agave character left to shine through, making it an anomaly among aged tequilas.

This tequila has something in common with Jack Daniels and Crystal Pepsi.

Consumers tend to think older spirits should be darker in color, so some spirits producers (legally) feed our visual lust with caramel coloring . Don Julio bucks the trend with its “Claro” añejo. The brainchild of master distiller de Colsa, the Claro is aged for the same 18 months as the regular añejo, but the finished tequila is then charcoal-filtered to remove any color. Like Crystal Pepsi, it goes clear in a category where clear is uncool.

Almost 80 years later, the company is still pushing category limits.

Don Julio (the man) set out to reclassify the tequila category, and Don Julio (the brand) hasn’t stopped. Now, in the era of “super premium” tequilas, we’re slowly beginning to enjoy a new whiskey-rivaling category of tequila: extra añejo. To qualify as extra añejo, a tequila has to be aged for a minimum of three years, making it both more expensive and, ideally, more complex. Don Julio’s extra añejo Real tequila is distilled for anywhere from three to five years. If you do find a bottle — which can retail upwards of $350 — no, those aren’t hands, er, cupping anything . They’re agave fronds. Appropriately. Ahem.

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The Don Julio Tour: A Behind-the-Scenes Look at Crafting Authentic Tequila

By Happy Sharer

Exploring the Best of Tequila Making with the Don Julio Tour

Tequila is a beloved drink, enjoyed by people around the world. Its unique flavor and smooth finish make it a favorite for many. However, few people truly understand the art and science behind the production of this delicious beverage. That’s where the Don Julio Tour comes in. If you’re a tequila enthusiast looking to deepen your understanding of the drink, a trip to the Don Julio distillery in Jalisco, Mexico is a must.

Overview of the Don Julio Distillery and Its History

The Don Julio distillery was founded in 1942 by Don Julio González-Frausto Estrada, a young man from Jalisco who dreamed of creating the perfect tequila. He spent years perfecting his craft, experimenting with different methods and techniques to create a drink that was unlike any other. Today, the Don Julio distillery is one of the most well-respected tequila producers in the world, known for its dedication to quality and tradition.

Explanation of the Tequila Making Process

One of the highlights of the Don Julio Tour is the opportunity to see firsthand how tequila is made. The tour begins with a visit to the agave fields, where you’ll learn about the different types of agave used to make tequila and how they’re harvested. From there, you’ll visit the distillery and see how the agave is cooked, fermented, and distilled to create the finished product.

Review of the Taste and Quality of Don Julio Tequila

Of course, no tequila tour would be complete without a chance to taste the finished product. Don Julio tequila is known for its smooth, well-balanced flavor and high quality. During the tour, you’ll have the opportunity to sample several different varieties of tequila, including some that are only available at the distillery.

Importance of Understanding the Production Process for Tequila Enthusiasts

For tequila enthusiasts, understanding the production process is key to truly appreciating the drink. Knowing how the agave is grown, harvested, and processed can give you a new appreciation for the time and effort that goes into making each bottle of tequila. The Don Julio Tour provides an in-depth look at every step of the process, allowing you to see firsthand how this beloved drink is made.

Indulge in a Luxury Experience with the Don Julio Tequila Tour

In addition to its educational value, the Don Julio Tour also offers a luxurious experience that’s sure to delight all of your senses.

Description of the Tour Experience: Sights, Sounds, and Smells

From the moment you arrive at the distillery, you’ll be greeted with stunning views of the surrounding countryside. The tour takes you through the beautiful agave fields, where you can see the plants up close and take in the rich, earthy aroma of the soil. Inside the distillery, you’ll be surrounded by the sweet, heady scent of fermenting agave, and the sound of bubbling vats and clanging machinery.

Review of the Luxury Amenities Offered on the Tour

The Don Julio Tour is a truly luxurious experience, with amenities that are sure to make you feel pampered and indulged. From the plush seating on the tour bus to the comfortable accommodations at the distillery’s hotel, no detail is overlooked. The tour even includes a gourmet lunch at the distillery’s restaurant, where you can savor the flavors of authentic Mexican cuisine paired with Don Julio tequila.

Explanation of How the Tour Enhances the Overall Tequila Experience

By immersing yourself in the world of tequila production, you’ll gain a new appreciation for the history, culture, and craftsmanship that make this drink so special. And when you taste that first sip of smooth, delicious Don Julio tequila, you’ll know that every moment of the tour was worth it.

Embarking on a Journey Through the Art of Tequila: A Review of the Don Julio Tour

To give you a better sense of what the Don Julio Tour is really like, here’s a closer look at the tour itinerary, based on a personal experience.

Overview of the Tour Itinerary

The tour began with a drive through the beautiful countryside surrounding the distillery. Our guide provided us with a brief history of Don Julio tequila and explained how the company’s commitment to quality has made it one of the most respected tequila producers in the world. We then arrived at the agave fields, where we were able to see the plants up close and even taste a sample of the raw agave. From there, we visited the distillery itself, where we were able to see the various steps of the tequila making process in action. Afterward, we enjoyed a delicious lunch at the distillery’s restaurant, accompanied by several different varieties of Don Julio tequila.

Personal Experience of the Tour Through the Eyes of the Author

As a longtime tequila lover, I was thrilled to have the opportunity to visit the Don Julio distillery. I was struck by the beauty of the surrounding countryside, and the fields of agave were truly a sight to behold. Seeing the tequila making process up close was a revelation, and I was amazed by the skill and dedication of the craftsmen who work there. And of course, the tequila itself was absolutely delicious.

Detailed Examination of the Traditional and Innovative Aspects of the Tour

One of the things that sets the Don Julio Tour apart from other tequila tours is the way it balances tradition and innovation. On one hand, the distillery is deeply committed to preserving the traditional methods of tequila making that have been passed down through generations. On the other hand, they also employ cutting-edge technology to ensure that every bottle of Don Julio tequila meets their exacting standards. This blend of old and new creates a perfect balance, resulting in a tequila that’s both authentic and modern.

Discovering Tradition and Innovation in the Don Julio Tequila Distillery Tour

Intrigued by the blend of tradition and innovation employed by Don Julio, let’s take a closer look at these two aspects of the tour.

Explanation of the Traditional Aspects of the Tour

The Don Julio Tour is deeply rooted in tradition, from the use of traditional methods of agave harvesting to the time-honored techniques used in the distillery itself. The goal is to create a tequila that’s steeped in history and culture, reflecting the proud heritage of the Jalisco region.

Overview of the Innovative Technology and Processes Used in the Don Julio Distillery

At the same time, Don Julio is also a forward-thinking company that’s constantly looking for ways to improve and innovate. This means employing the latest technology and scientific methods to ensure that every bottle of tequila is of the highest quality. For example, they use a unique yeast strain that’s specially tailored to their agave plants, resulting in a tequila that’s both consistent and distinct.

Exploration of How This Blend of Tradition and Innovation Sets Don Julio Apart From Other Tequila Producers

By balancing tradition and innovation in this way, Don Julio has created a tequila that’s truly unparalleled. Their commitment to quality and authenticity is evident in every sip, while their willingness to experiment and innovate keeps them at the forefront of the tequila industry.

One of the most exciting aspects of the Don Julio Tour is the behind-the-scenes access it provides.

Explanation of the Behind-the-Scenes Access the Tour Offers

During the tour, you’ll get to see parts of the distillery that are off-limits to the public, including the areas where the tequila is aged and blended. This provides a rare glimpse into the world of tequila production, allowing you to see firsthand the craftsmanship and dedication required to create a truly authentic tequila.

Overview of the Role of the Maestro Tequilero in the Production Process

Central to the production of Don Julio tequila is the role of the maestro tequilero, or master distiller. This highly skilled individual oversees every aspect of the tequila making process, from the selection of the agave to the blending of the final product. By meeting the maestro tequilero and seeing how they work, you’ll gain an even deeper appreciation for the art of tequila making.

Importance of Understanding the Craftsmanship and Dedication Required to Produce Authentic Tequila

Ultimately, the Don Julio Tour is a testament to the art and science of tequila making. By understanding the processes and techniques behind the production of tequila, you’ll gain a new appreciation for the drink and the people who create it. And by experiencing the luxury and indulgence of the tour itself, you’ll create memories that will last a lifetime.

Sipping on Perfected Craftsmanship: A Guide to the Don Julio Tequila Tour Experience

To summarize, here are some of the key benefits of taking the Don Julio Tour.

Summary of the Benefits of Taking the Don Julio Tour

– Deepen your understanding of the tequila making process – Taste some of the highest-quality tequila in the world – Experience the luxury and indulgence of the tour itself – See behind the scenes of the production process – Gain a new appreciation for the craftsmanship and dedication required to create authentic tequila

Tips and Suggestions for Making the Most of the Tour Experience

To make the most of your Don Julio Tour experience, be sure to:

– Dress comfortably, as there will be some walking involved – Bring a camera to capture the beautiful scenery – Pace yourself when sampling the tequila, as there are many varieties to try – Ask your guide plenty of questions about the tequila making process and the history of the distillery

Final Thoughts on the Value of Exploring the Art of Tequila Making Through the Don Julio Tour

For tequila enthusiasts, there’s no better way to deepen your understanding and appreciation of this beloved drink than by taking the Don Julio Tour. Whether you’re a seasoned tequila drinker or just starting to explore the world of agave-based spirits, this tour is a must-do. So pack your bags, head to Jalisco, and get ready to embark on a journey through the art of tequila.

(Note: Is this article not meeting your expectations? Do you have knowledge or insights to share? Unlock new opportunities and expand your reach by joining our authors team. Click Registration to join us and share your expertise with our readers.)

Hi, I'm Happy Sharer and I love sharing interesting and useful knowledge with others. I have a passion for learning and enjoy explaining complex concepts in a simple way.

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The Incredible True Story of Don Julio González

Published on 4/12/2017 at 1:43 PM

Hollywood hasn’t yet come calling for the movie rights to Don Julio González’s life story, but it would certainly be fertile ground—like the red-clay soil the man toiled in for decades—for any screenwriter.

The pivotal scene occurred in 1942, when González was still very young. He approached the wealthiest merchant in the Mexican town of Atotonilco, Jalisco, and told the man he wanted to open his own distillery. “You must be crazy!” said the merchant. “How are you going to get the money to do that?” Young Julio took a beat and replied, “ You are going to lend it to me.”

And so it came to pass, like most of the goals González set for himself during his long, cinematic life: The rich man loaned him 20,000 pesos and Julio got to work establishing his own distillery. He would go on to revolutionize the tequila industry. Below you’ll find 12 more highlights from a remarkable life we’d bet a Tinseltown blockbuster’s budget you didn’t know about.

He started working at the tender age of 10

Several years before his encounter with the wealthy man from Atotonilco, young Julio took a job at his uncle Jose’s tequila distillery in Jalisco, learning the basics of tequila production. And we mean learning: The kid wasn’t just head-down, stringing tasks together, he was absorbing knowledge in a precocious, big-picture kind of way.

He was forced to become the sole breadwinner for his household at age 15

When his father died in 1940, leaving behind a wife and seven children, Julio, as the oldest son, was tasked with providing for the entire brood. He first hired on as a farmhand, but after recognizing that the nine pesos a week he earned from that job would hardly be enough, he set out on his first independent tequila venture…

He spent several years distributing tequila on horseback

The teenage Gonzalez would saddle up his horse and load two 25-liter barrels of tequila onto the animal, before journeying all over the region to sell the spirit. He ended up quintupling his weekly salary as a farmhand. Instead of nine pesos a week, he was now earning nine pesos a day.

He understood that fortune favors the bold

As if his response to the wealthy businessman in Atotonilco were not confident enough, Julio immediately doubled down on it. As the story goes, when the rich man said, “You’re just a young man. How do you think you’re going to pay me back?” Julio replied that though he now stood before the man in huaraches (peasant sandals), “I will return the money to you wearing boots.” The entire self-help book industry is based on teaching this kind of entrepreneurial self-confidence, and apparently, González was just born with it.

The tequila distillery he opened as a young man is still in use today

The facility, eventually named La Primavera , began operations in Atotonilco not long after González secured his loan. He soon rolled out his first brand, Tres Magueyes, and, within a decade, was well on his way to the success that would yield the Don Julio Tequila collection of Blanco, Reposado, Añejo, 70, 1942, and the ultra-premium REAL. All six variants are still produced at La Primavera.

He was a one-man show at La Primavera in the beginning

“I did everything,” he recalled in a 2010 interview with a tequila expert. “I was the distiller and the salesman. I would go home to Ocotlan to see my family only for part of the day Saturday and Sunday.”

He pioneered agricultural techniques that set his brand apart

The mineral-rich, red clay soil of the Highlands (Los Altos) of Jalisco is ideal for growing agave plants. The area is also a microclimate where nighttime temperatures dip, slowing the maturation process. González studied ancient methods from the region and was well versed in the area’s conditions and their effect on the agave. He surmised that spacing his plants farther apart would allow them to absorb more nutrients, and grow bigger and sweeter. They’d also have a longer path to full maturity in these conditions, so he let his plants age between seven and 10 years, longer than the industry norm at the time. These measures were hardly driven by profit-motive: wider spacing meant fewer plants, and longer grow times meant slower tequila production. This is the part where the Don Julio biopic would show stodgy business-school professors shaking their heads in disapproval.

He was a quote machine

The man threw out aphorisms like Bartlett’s. Two examples: “Don’t be too proud or arrogant in life because in this condition you will not recognize problems when they come up.” “Hard work and honesty. Never judge anyone, that is all and with that people will trust you.” These could be intertitles in the Don Julio movie, each illustrating a chapter in his life.

His namesake tequila transformed the industry

To celebrate Don Julio’s 45th year as a tequilero , his family threw a special party to honor him. At this legendary affair, González offered guests the tequila he had been aging in his office. It was the best he had, and he wanted to share it with his loved ones. After the party, people who’d been there began calling him and asking to buy the tequila they’d tasted. But Don Julio said it wasn’t for sale. Eventually, though, he relented, and decided he would make this tequila for sale after all, thereby introducing what would become one of the first true, luxury tequilas. It transformed the industry, creating an entirely new category of tequila.

He revolutionized the tequila bottle, too

Until Tequila Don Julio hit the market, the traditional tequila bottle was a long, tall vessel. Placed between two guests or family members at the table, it literally obstructed social interaction—you couldn’t see the person across the table from you. Don Julio’s round, short bottle provided a simple solution to that problem.

He cultivated more than 3 million agave plants in his time

His wife, Dorothea, was fond (or not so fond) of saying that she had nine children, “and thousands more”—meaning the agaves to which her husband was so devoted during his more than 60 years in the business.

His legacy of innovation lives on

Enrique De Colsa, the current Master Distiller at La Primavera, was a protege of Don Julio González , training with the founder for five years before taking the reins in 2004. To commemorate the 70th anniversary of the brand in 2012, De Colsa borrowed a page from Don Julio’s innovation playbook, creating Don Julio 70, the world’s first clear añejo. Like his predecessor, De Colsa set the industry standard with this move, as similar products hit the market soon after Don Julio 70’s introduction. Following the founder’s death, at age 87, De Colsa told Haute Living that González “was more than a tequila producer; he was a tequila lover and he worked hard to achieve perfection. He was a disciplined and dedicated guy. If he wanted something, he was like an arrow: persistent in one direction.” There’s your voiceover, Hollywood. You’re welcome.

Those who know drink responsibly. DON JULIO Tequila. 40% Alc/Vol. Imported by Diageo Americas, Norwalk, CT.

8 Best Don Julio Tequilas: Blanco To Ultima Reserva

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Founded in 1942 by Don Julio González, Don Julio tequila remains at the forefront of tequila innovation, setting standards for craftsmanship and quality.

The best Don Julio tequilas range from the pure agave freshness of the Blanco, the versatility of its Añejo, to the depths of its Ultima Reserva Extra Añejo.

My cunning plan is to take you on an agave journey through the Don Julio tequila collection to get you thoroughly acquainted with this high-end tequila brand.

8. Don Julio Ultima Reserva Extra Añejo

Don julio 1942 añejo.

Best Don Julio Tequilas

The best Don Julio tequilas range from the pure agave of its Blanco to the depths of its Ultima Reserva Extra Añejo. Here are 8 to try.

1. Don Julio Blanco

• Distiller: Don Julio
• ABV: 40% (80 Proof)
• Country: Mexico
• Colour: Clear

Don Julio Blanco is the brand’s purest expression, unaged and crystal clear. It captures the essence of blue agave, offering a vibrant and refreshing experience.

On The Nose

Crisp agave with a touch of lemon and lime citrus.

On The Palate

The taste is lively, dominated by fresh agave, complemented by subtle citrus notes and a hint of pepper. The finish is agave-dominant and slightly sweet.

Best Served

The tequila is perfect for shots with salt and lime or in a zesty Margarita with attitude.

Pricing & Info

You can check the latest pricing, product information, and order online.

2. Don Julio Reposado Tequila

• Distiller: Do Julio
• ABV: 38% (76 Proof)
• Colour: Golden Amber

Don Julio Reposado is a tequila aged 8 months in American oak barrels. It’s a well-balanced blend of fresh agave and warming wood in sipping tequila territory. Also, try Casamigos Resposado .

Sweet agave with notes of vanilla and plum.

A dance of sweet agave, vanilla, and a hint of spice. Mid-palate becomes gently spiced with cinnamon and dark cocoa, leading to a fruity finish.

Enjoy this beauty neat or with a splash of soda. I’d also recommend this in an El Diablo with hidden depths or a Mexican Mule .

3. Don Julio Añejo Tequila

• Colour: Light Amber

Matured for 18 months in American oak barrels, Don Julio Añejo is a decadent sipping tequila that’s a full-bodied delight. It’s a tequila that tells tales of patience and craftsmanship.

Caramel with undertones of dried fruits and mandarin and lime citrus.

The taste is a luxurious blend of caramel, dried fruits, and roasted agave. On the finish, pronounced oakiness, spice and hints of smooth honey remind you of its quality.

On the rocks or in a refined Tequila Manhattan . Pure indulgence. Trust me, you need this tequila in your life.

4. Don Julio 70 Cristalino Tequila

I still can’t get my head around this, as Cristalino tequila undergoes a unique charcoal filtration process, retaining its rich flavours while being crystal clear. (also, check out Espolòn Cristalino Tequila )

Rich caramel with a touch of almond.

Despite its clarity, the taste is rich, with notes of caramel, almond, and a gentle oakiness and honey on the finish. It’s a tequila that defies expectations.

Keep it simple and enjoy it neat. I sometimes add a splash of soda water to open it up more, much like when whiskey tasting .

5. Don Julio Primavera

• Colour: Light Golden

A limited edition (and pricier) tequila offering, Don Julio Primaver a is aged and finished in orange wine casks. It’s a tequila that challenges conventions.

Citrus with a hint of agave and honey.

The flavour is intriguing, with notes of citrus , honey, and a subtle oakiness. It’s a tequila that constantly surprises with a fresh, zesty finish.

Enjoy neat to appreciate its multifaceted character, or in a  Primavera Modern cocktail . Food-wise, I’d pair it with a cheese platter.

6. Don Julio Rosado

• Colour: Pink Hue

Aged in red wine barrels, Don Julio Rosado is a fusion of tequila and wine . It’s a tequila that offers a unique tasting experience, a blend of two worlds.

Red fruits with a touch of oak.

The taste is a harmonious blend of red fruits, a hint of oak, and the signature agave sweetness. It’s a tequila that feels like a celebration.

This beauty is best served neat or with a splash of soda water and a cheeky lemon twist.

7. Don Julio 1942 Añejo

• Colour: Amber

A tribute to the year the brand was founded, Don Julio 1942 is a tequila that stands tall among its peers. It’s a symphony of flavours for those who want a high-end tequila or a fantastic gift.

Caramel, chocolate with undertones of toasted oak.

The taste is a decadent blend of vanilla, toasted oak, and a robust agave presence. It’s a tequila to reserve for life’s special moments, savouring each drop.

The best way to enjoy Don Julio 1942 is neat, with a single ice cube, and let the flavours do the talking.

• Colour: Pale Honey

The pinnacle of Don Julio’s offerings, Ultima Reserva , is an Extra Añejo tequila aged to perfection. It’s a testament to the brand’s commitment to excellence.

Rich caramel with deep oak.

The taste is a luxurious blend of dark chocolate , orange, dried apricot, and a pronounced oakiness. The agave finish is ultra-smooth and honey-like.

Neat, to truly savour its intricate flavours. Ingrid likes to pair it with a square of dark chocolate!

Andrew’s Top Pick

Although every tequila on this list offers a high-end tequila experience, my top pick tequila is Don Julio 1942 Añejo because it is rich, smooth and oh-so drinkable.

This is everything a quality Añejo tequila should be, and it will also make a well-received gift.

Tequila Cocktail Ideas

Although Don Julio tequila is ideal for shots or sipping, sometimes only a cocktail will do. Here are some ideas to make your mouth water.

Brand Summary

Don Julio stands as a beacon of authenticity and innovation in the often crowded tequila universe. The best Don Julio tequilas are not just spirits but proof of the brand’s commitment to quality and passion for the craft.

Also Read: 10 Awesome Tequila Distillery Tours In Mexico

Be warned, the price of entry for Don Julio tequila is higher than most, with the Blanco costing around $40 in the US and £50 in the UK (thanks import duty!), and the Ultima Reserva will set you back $600/£700.

Whether you’re a seasoned tequila enthusiast, lover of tequila history , or just beginning your journey, Don Julio offers something unique, no matter your tequila of choice or occasion.

Also read: 5 Best Espolon Tequilas: Rise of the Rooster

Further Reading

Below are some additional articles from The Drinks Geek blog. We write articles on several fascinating areas of drinks, including different brands, drink types, cocktail recipes and more.

10 Best Pink Gins For This Summer: The 2024 Edition

With its eye-catching hue and vibrant fruity flavours, it’s no wonder that pink gin has become a summer favourite for G&Ts and eye-catching gin cocktails alike. As a fan of…

7 Best Vodkas for a Black Russian to Remember

The Black Russian is a cocktail that dances on the darker side of delight, seducing you with its simple yet decadent blend of two ingredients: vodka and coffee liqueur. When…

Discovering the 5 best Rooster Rojo Tequilas

Rooster Rojo is very different from your average tequila brand. Born from the volcanic soils of Jalisco, master distiller Arturo Fuentes Cortes blends tradition with a generous dash of the…

5 Tasty Four Roses Bourbons: Kentucky Whiskey Magic

From the sprawling fields of Lawrenceburg, Kentucky, to the golden hue of its bottles, Four Roses has been crafting their American bourbon since 1888. But bourbon perfection is more complex…

14 Best American Gin Brands: Exploring USA’s Gin Scene

Being a Londoner born and bred, gin, the quintessential spirit that whispers tales of juniper, botanicals, and British gin distilling history, is deeply rooted in my DNA. Although across the…

21 Best Jägermeister Shots: Ultimate Visual Guide

As a Londoner and drinks blogger with a penchant for exploring the uncharted territories of spirits and cocktails, I’ve often found Jägermeister shots to be the subject of intrigue. Traditionally…

I have been a cocktail enthusiast and drinks reviewer since 1987, a part-time barman of 30 years, proud member of the US Bartenders’ Guild and the UK Bartenders’ Guild.

Andrew’s full bio .

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Don Julio turns the Strat into a 1,000 foot-tall tequila bottle

It took two weeks of set up for the Super Bowl ad campaign set up on the Las Vegas resort.

It may look like a needle most days, but during Super Bowl weekend, The Strat will turn into a 1,149-foot-tall bottle of tequila.

Tequila brand Don Julio wants to grab the world’s attention with a projection-mapping stunt running for the Super Bowl that transforms two sides of The Strat’s tower. A team of 20 people with Las Vegas-based production company Lumen and Forge helped set up the projection mapping on the Strat’s observation tower over two weeks.

The ad campaign, created by Las Vegas-based Outdoor Ad Solutions, uses projection technology to light up the image of a 1942 Don Julio bottle. The projection mapping will light up to almost 2 million lumens — a measurement equal to lighting nearly 4,767 50-watt lightbulbs, according to the brand. The stunt will be visible Thursday on the Strip until Sunday.

Christina Choi, senior vice president of tequila with parent company Diageo North America, said the liquor brand has put out big marketing campaigns during the Super Bowl through celebrations and even a luxury streetwear brand crossover with Johnnie Walker Blue Label and fashion label Siegelman Stable. But this time, they wanted to put the campaign in a more visible spot.

“In a landscape saturated with conventional advertisements during one of the most-watched annual sporting events in the world, Tequila Don Julio is rewriting the rules with a first-of-its-kind stunt leveraging cutting edge projection technology while leaning into the iconicity of the hosting city to ensure that fans both near and far, whether walking the streets of the Las Vegas Strip or celebrating at-home are reminded to do so with Tequila Don Julio 1942,” she said in a statement.

Two 35-by-35 structures rise up 20 feet in the air, sitting roughly 650 and 700 feet away from the tower to project the light-up tequila bottle’s design. The orange bottle “filled up” the observation tower’s blank space with a countdown at about 7:15 p.m. Thursday.

Advertisers are flocking to the Super Bowl host city this week and looking to make a bigger-than-usual splash through unique advertising opportunities presented on one of the country’s most recognizable skylines. The Sphere’s exoscreen is already playing animations from brands such as Bud Light, Verizon, Nike and Paramount Global — the latter of which had Spongebob SquarePants looking around the Strip.

Meanwhile other buildings owned by MGM Resorts International had advertising wraps on them, like a Pepsi ad on the Delano and a Doritos ad on the front of the Luxor that makes it look like a chip. And the NFL was getting into the projection mapping action with a three-and-a-half minute show featuring NFL team graphics and player information illuminated onto the side of Caesars Palace’s Augustus Tower.

Brands are also taking over the Strip on a street level. Paramount Global has an interactive exhibit in front of the Mirage, replacing its volcano with a snow-capped mountain, and Frito-Lay created a “ Chip Strip ” in front of the Brooklyn Bridge, complete with a Cheetos-themed wedding chapel.

McKenna Ross is a corps member with Report for America, a national service program that places journalists into local newsrooms. Contact her at [email protected] . Follow @mckenna_ross_ on X.

Those massive movies were showcased during the annual gathering of the National Association of Theatre Owners at Caesars Palace.

Contrary to social media rumors the Las Vegas Monorail remains on track to transport riders in the resort corridor well into the near future, according to tourism agency that owns it.

The decision ends a production that opened in June 2006, with Paul McCartney, Ringo Starr, Yoko Ono and Olivia Harrison — the widow of George Harrison — in attendance.

The six-figure win was one of several recent jackpots collected at casinos across the Las Vegas Valley.

DJ Cassidy will bring “Pass The Mic Live!” to Bakkt Theater. Ja Rule, Fat Joe, Slick Rick and Doug E. Fresh star in the production.

New details emerge as Wynn Las Vegas asks Clark County District Court Judge Mark Denton for an injunction against Fontainebleau for intervening in Wynn contracts.

The Rock and Roll Hall of Famers return to The Venetian Theatre for seven shows in October.

The transition of The Mirage to Hard Rock Las Vegas will generate nostalgic memories, but it’s part of the Las Vegas way of constantly evolving to what’s next.

Celine Dion could well be forecasting her return to live performance with her recent public appearances.

The pop superstar has rescheduled her postponed “Weekends With Adele” dates at the Colosseum at Caesars Palace.

The World's Most Expensive Tequila Is Encased In Diamonds

P rices for tequila are typically determined by factors such as the quality of agave, the length of barrel aging, and the brand's reputation. These aspects contribute, for instance, to the cost of the expensive Don Julio 1942 tequila .

However, Don Julio's ultra-premium offering is not the world's most costly variety. That distinction goes to Ley Tequila .925 Diamante, a bottle now valued at $3.5 million. The extraordinary price is not solely due to the contents produced by Hacienda La Capilla in Jalisco, Mexico — the ancestral home of the agave-based spirit — although it is of exceptional quality, sourced from 100% Blue Weber agave, and aged for seven years in French oak barrels.

The bottle itself is even more stunningly crafted. Made of white gold and platinum, it is adorned with over 4,000 white diamonds, totaling a staggering 328 carats. As a result of these luxurious materials, the decanter weighs close to an astonishing 18 pounds (platinum alone accounts for 4.4 pounds of this), and Guinness World Records has officially certified it as the most expensive liquor of its kind ever made.

Read more: The Best American Vodkas, Ranked

Why Ley Tequila .925 Diamante Is A Work Of Art

The Ley Tequila .925 Diamante isn't just a liquor bottle; it's a work of art. This is attested to not only by its container's designer, Fernando Altamirano, but also by the fact that it took a small army of artisans — no fewer than 10 jewelers and several ceramists — 10 months to assemble it. Much like crown jewels or a legendary painting, this enormously valuable liquor was treated to a world tour, being displayed in cities such as Paris and London before being sold at auction.

Altamirano originally conceived Tequila Ley .925 as a producer of limited-edition liquors with artistic designs aimed at the luxury market. He founded the brand in 1997, and his initial offering of 1,500 bottles, each adorned with a silver label, was modestly priced at 1,500 pesos, relatively speaking. From there, each project became more exclusive and expensive. Particularly notable were the gold and platinum decanters designed for his Project MX 33, as only 33 were ever produced. It was this series that formerly delivered the world's most expensive tequila, sold for $225,000 in 2006.

That figure paled in comparison to his Diamante (or Diamond Sterling) version, however. Only one was produced, and its sale price of $3.5 million easily surpassed the former world record. For context, the third most valuable tequila, a bottle from Clase Azul's 15th Anniversary collection, is valued at only $30,000.

Is There A Less Expensive Version Of Ley Tequila?

Some consumers opt to buy inexpensive tequilas , while others prefer shopping in the super-premium category. Ley .925 certainly qualifies for the latter, although it's worth noting that not every bottle is sold for hundreds of thousands or even millions of dollars. There are less expensive options, albeit without diamonds affixed to the decanter. Nevertheless, the liquor from Hacienda La Capilla is of very good quality. Like the Diamond Sterling version, the bottles contain tequila made from 100% Blue Weber agave sourced from highland growing areas in Jalisco.

However, the amount of aging depends on the classification. As any aficionado can tell you, these classifications are blanco (aka silver), joven, reposado, añejo, and extra añejo. The latter two categories receive the most aging — one to three years or more — and these tequilas are the most expensive in Ley .925's regular line of products. For example, a bottle of the extra añejo, for example, retails for about $130.

The Ley .925 blanco can be purchased for under $50, though. It's a far cry from $3.5 million, but represents a more affordable expression of a luxury spirit. Just remember to drink it from the  best type of tequila glass for tasting . 

Read the original article on Food Republic

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Express to Russia specializes in Moscow city excursions, an essential part of your Moscow travel itinerary. We offer a large variety of day excursions throughout Moscow and its suburbs. From  Red Square  and the  Kremlin  to a city tour of Moscow’s  Old Arbat Street  or the  Moscow metro , an excursion specializing in Stalin and the KGB and much more. No travel to Moscow is complete without taking a few of our day tours that most meet your interest in Russia.

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DON JULIO Tequila. 40 % ALC./VOL

Barrel aged in smaller batches for eighteen months in American white-oak barrels, Don Julio® Añejo Tequila is a testament to the craft of making a superior tasting, aged tequila. Rich, distinctive and wonderfully complex, its flavor strikes the perfect balance between agave, wood and hints of vanilla. Best experienced neat in a snifter or simply on the rocks.

Tasting Profile

A fresh blend of lime, grapefruit and mandarin citrus aromas with a rich touch of caramel

Full-bodied and complex with expressions of cooked agave, wild honey and oak-infused butterscotch

Bright and lightly spiced finish with the essence of wild honey

Our Cocktails

AÑEJO SPICY MARGARITA

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11. Kremlin Tour

12. MoscowMe

13. VikiTours

14. Moscow Greeter

15. Tour Gratis Moscu

16. Tour-Moscow

17. Gulyayem po Moskve

18. Gorodskoi Voyazh

19. MoskvaHod

20. CheapRussia Tours

21. Visota Tour

22. The Guide in Moscow

23. YourLocalGuide Moscow

24. Guiamoscow Tour/Guia en Moscu en espanol

25. Tours By Locals

26. We Heart Moscow

27. MosVoyage Tour Agency

28. Maria Moscow Tours

29. Mos-Tour

30. Lovely Moscow Tours

What travelers are saying

• Walks With Folks
• Happy Moscow Tours
• Moscow Private Tours
• Bridge to Moscow
• Tour of Moscow - Day Tours
• Tour Gratis Moscu
• Moscow Free Tour