WHAT COULD BE BETTER than enjoying a timeless tequila? Knowing that tequila is the result of sustainable agriculture—a practice that ensures the earth’s natural resources are available for future generations.
Tequila Don Julio can claim both of these attributes. The brand is considered a classic premium spirit with a rich and distinctive taste. It’s also produced on the first agave plantation to receive the highest possible score using the Farm Sustainability Assessment, a way of determining the environmental friendliness of an agricultural business.
Produced at a 12,000-plus-acre farm in the highlands of Jalisco, Mexico, Tequila Don Julio uses high-caliber, fully matured and ripened blue agave. A team of distillers oversees the handcrafted process that’s used to create a consistent taste.
To learn more about Tequila Don Julio, Cigar & Spirits Magazine spoke to Christina Choi, senior vice president of tequila for Diageo North America, producers of the brand.
Cigar & Spirits Magazine: How rewarding is it that Don Julio is recognized as an iconic brand?
Christina Choi: Very much. Don Julio González followed his spirit more than 80 years ago, and that led him to spend decades perfecting his craft and creating one of Mexico’s most loved tequilas. Don Julio is now one of the world’s highest quality tequilas, and it’s still made using the innovative methods and processes that he implemented when he first embarked on his tequila-making journey. The commitment to those agricultural principles–always prioritizing the quality of our liquid and what our consumers are looking for–the brand has remained consistent in developing luxury expressions.
How do you spread the word about Don Julio’s efforts and remain an iconic, world-class brand?
We’ve worked on building relationships with celebrities, influencers, trade and consumers and consistently showing up at cultural occasions and events. Connecting with A-list celebrities at the Academy Awards, involvement with the Neon Carnival during festival season, partnering with key cultural tastemakers like OJAS on exclusive collab drops and ushering in the next generation of Hispanic entrepreneurs with a grant program helps the brand’s profile remain high.