The legend begins in 1942 when young "Don" Julio González sees a unique opportunity in tequila production. With a dream and devotion, he gets a loan to start La Primavera distillery in the Jaliscan Highlands. For over forty years, he dedicates himself to crafting the finest tequila, walking the agave fields daily, protecting each plant, and carving flavor from every piña.
His mastery and devotion inspired the brand's creative platform: before the "Don," there was Julio, a man with a dream.
His mastery and devotion inspired the brand's creative platform: before the "Don," there was Julio, a man with a dream.
The campaign inspired a digital product during the pandemic where On-trade DIAGEO partners helped us build THE DON, an online platform to create at-home experiences.
