In 1942, at just 17 years old, Don Julio González-Frausto Estrada began distilling tequila in the highlands of Jalisco, Mexico. With limited resources but boundless passion, he founded his first distillery, La Primavera, and set out to transform the way tequila was made and perceived.
Unlike others, Don Julio paid meticulous attention to every detail — from planting and hand-harvesting only the ripest Blue Weber agave, to aging his tequila longer than tradition required. He believed that tequila deserved the same reverence as fine wine or cognac.
Over the next four decades, his dedication to quality and innovation laid the foundation for what would become one of the world’s most respected luxury tequila brands. Today, Don Julio Tequila continues to honor his legacy, crafting each bottle with the same care, tradition, and pioneering spirit that started it all.
















