Every industry has a game changing moment. When you look at the tequila industry, Don Julio is one of those amazing drinks that has literally changed the tequila industry.
There was a time – when tequila production was all about quantity, not quality.
Don Julio challenged that.
Don Julio coddles its agave, and does what no one else will
Here are some great facts to know about the O.G. Luxury tequila: Don Julio.
Founded by a Teenager
Many people are surprised that at the age of 17, Don Julio was supporting his family financially, and laying the foundation for what has become the world’s first luxury tequila brand. Don Julio Gonzalez began distilling as a teenager. He was trying to supplement his weekly income for his family. He happened to care about Tequila, and treated it with respect, and made a luxury brand. At the time Don Julio began making tequila, it was a workhorse drink – it was fiery, and rough. Don Julio believed that tequila was a drink which one day, could be savored and sipped. He believed it could be just as elegant as whiskey, and boy was he right.
His Distillery Was Made Using Borrowed Money
Most great ideas are started with a loan. Don Julio decided he was going to implement his standards to tequila production and did so, with a loan. His first stop was to ask for a loan to start his distillery. The businessman agreed, and Don Julio’s first tequila was bottled. Only friends and family got to drink the earliest bottles.
Don Julio Started Super Premium
Don Julio introduced standards to an industry that had none. He emphasized health, and character, of the agave itself, which changed how people looked at tequila. It laid the foundation for what is now known as super premium. Between 2012 and now, sales in the in super premium tequila category have gone up over 800%.
The Bottle Is Off-Trend
Tequila bottles used to be long, lean, and boring. They weren’t a visually interesting thing. Don Julio went off trend, and designed Tequila bottles that were a fashion statement, and luxurious in their appearance.His goal was to make a visually distinct bottle, one you could keep on the table, without blocking anyone’s view of your face.