Don Julio

Don Julio is a pioneer of luxury tequila, crafted with passion and tradition since 1942.

1942 in the Jaliscan Highlands

A young Don Julio González seized his dream when he opened La Primavera distillery in Atotonilco El Alto, Jalisco, after securing a loan from a local businessman. It was here in the volcanic-rich highlands that he began crafting what would become the world’s first premium tequila .

Collaborations

Don Julio is not only celebrated for crafting Mexico’s first luxury tequila, but also for its bold presence in global culture. From fashion and music to food and design, Don Julio collaborates with some of the world’s most influential creatives, bringing tequila into the spotlight as both a premium spirit and a cultural icon.

Crafted with Care, Not Speed

Every agave plant is handpicked only at peak ripeness. Don Julio believed in harvesting with intention - waiting up to 7–10 years for the perfect moment to ensure the richest flavor.

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19 products

How to Sip Tequila Like a Pro

Choose the Right Glass

Skip the shot glass. A tulip-shaped or snifter glass lets the aromas open up (the narrow opening concentrates aromas) - because good tequila deserves more than a quick toss back.

Observe the Clarity and Color

Hold your glass up to the light. Blanco will be crystal clear, while Reposado and Añejo may have golden or amber hues. Each tells a story of aging and craftsmanship.

Swirl and Smell

Gently swirl the tequila and bring the glass to your nose. Inhale slowly to detect notes of citrus, vanilla, oak, or spice - every aroma reveals a layer of complexity.

Sip Slowly

Take a small sip and let it rest on your tongue. Notice how the flavor evolves - from bright and peppery to smooth and woody. Every variety has its own rhythm.

Savor the Finish

Exhale gently through your nose as you swallow. A quality tequila leaves a warm, lingering finish - like golden hour, bottled.

If All Else Fails… Just Shoot It

Not vibing with the slow sip? No shame - sometimes you just gotta embrace the shot life. Just maybe don’t tell Don Julio. 😉