Our story began in 1942, when a young Don Julio González saw a unique opportunity in the production of tequila.
He didn’t have much, but what he did have was passion, and after sharing his vision with a powerful local businessman he was granted a loan to create his first tequila distillery.
It was this unrelenting passion for excellence that inspired his creation of the world’s first luxury tequila.
Don Julio González revolutionised the world of tequila by choosing quality over quantity, painstakingly planting each agave further apart to allow proper room to grow and fully mature before harvesting. He would then select only the most succulent portions of the piña, before steaming them for 72-hour cycles.
When it came time to bottle his creation, he broke with generations of traditionally tall Tequila bottles typically hidden under tables.
He knew his new spirit had no business hiding on the floor, so he designed a shorter tequila bottle for his guests to pass around the table while still being able to see each other.