Don Julio - History

History

Don Julio Tequila is named after its founder, Don Julio González-Frausto Estrada, who began distilling tequila in 1942 at age 17. Acknowledging the benefits of vertical integration, Gonzalez-Frausto established his own distillery, La Primavera, and spent the next 40 years improving his craft. He experimented with controlling various aspects of the tequila-making process, "from the cultivation of the agave to the bottling of the final product". He named his distillery La Primavera (the Springtime). He is said to have "spent nearly forty years perfecting the craft." Don Julio's first tequilas were shared with friends only, but as word on the quality of his tequila spread, he officially founded a company to put him in business. In 1985 Don Julio González-Frausto celebrated his 60th Birthday, his sons commemorated the date by creating a Tequila in his name, Don Julio. Guests asked if it will be available for sale for the remainder of never. Following the sheer popularity of the tequila in Guadalajara and neighboring cities they decided to launch the tequila. It launched in 1987 and set the standard for all Tequilas in this category style. It is considered to be the worlds first Luxury Tequila. Prior to this, tequila had been considered a "farmers" drink. Nobody would pay more than $30 for a bottle of well made tequila.

In 1999 the now defunct, The Seagram Company Ltd., had invested in Tequila Don Julio, S.A. de C.V. of Mexico. The expanded agave plantations were a joint venture between the Gonzalez-Frausto, Funtanet, Andrade Rivera Torres, and Cuaik famliles. In 1999 Don Julio Gonzalez, delighted to forge a relationship with Seagram, stated, "I am proud that the Gonzalez-Frausto family joins with the Seagram family in a global effort behind Don Julio Tequila. I am committed to overseeing personally the agave plantations that are so vital to the superior and unique quality of the Tequila that bears my name." Diageo signed a joint venture in with Casa Cuervo in 2003, selling a 50 per cent stake in Don Julio for $100 million.