- Don Julio
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Don Julio Type Premium tequila Manufacturer Diageo Brands Country of origin Mexico Introduced 1942 Proof 80 Variants Blanco, Reposado, Añejo, 1942, Real Don Julio is a brand of tequila produced in Mexico. It is the second largest brand in Mexico in terms of market share and fourth largest in the United States.[1]
Contents
History
Don Julio Tequila is named after its founder, Don Julio González-Frausto Estrada, who began distilling tequila in 1942 at age 17.[2] Acknowledging the benefits of vertical integration, Gonzalez-Frausto established his own distillery, La Primavera, and spent the next 40 years improving his craft. 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. 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.[citation needed] It is considered to be the worlds first Luxury Tequila.[citation needed] 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." Following the liquidation of The Seagram Company, Diageo PLC decided to acquire all the Don Julio brand in 2005 for 29,300 million Mexican Pesos or 2.2 million USD at time of sale and an undisclosed share swap to the Gonzalez-Frausto family for Diageo stock.
Varieties
- Blanco
- Reposado
- Añejo
- 1942
- Real
Several of these offerings have performed well at international spirit ratings competitions. For example, Don Julio's Real tequila was awarded a gold medal at the 2008 San Francisco World Spirits Competition.[3]
References
- ^ Masterman, Guy; Emma H. Wood (2006). Innovative Marketing Communications. Butterworth-Heinemann. pp. 227. ISBN 9780750663618. http://books.google.co.uk/books?id=9VUOnHKJ2igC&pg=PA227&dq=%22Don+Julio%22+%2Btequila. Retrieved 2008-10-24.
- ^ Rivas, Angel (6 December 2002). "Don Julio: 60 anos de hacer tequila.". Mural. http://www.accessmylibrary.com/coms2/summary_0286-4959165_ITM. Retrieved 2008-10-24.
- ^ "Proof66.com Website". http://www.proof66.com/display.asp?t=teq. Retrieved 2009-08-05.
External links
Categories:- Tequila
- Diageo brands
- Distilled beverage stubs
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