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Quick, name the top three luxury tequila brands off the top of your head. Since you've read this title already, you'll pick Don Julio, maybe Clase Azul, Fortaleza, etc. A quick online search reveals the amount of cases sold according to 2022's reports:

Patrón: 3.5 million cases sold in 2022.
Don Julio: 3.2 million cases sold in 2022.
Casamigos: 3.2 million cases sold in 2022.
1800 Tequila: 2.5 million cases sold in 2022.
Hornitos: 2.1 million cases sold in 2022.

With 38.4 million bottles sold worldwide in one year alone, you're bound to see Don Julio in liquor shops, e-commerce stores, and bars literally everywhere! But what brought Don Julio tequila to the top?

Don's Legacy

The journey of Don Julio tequila began in 1942 when Don Julio González shared his vision with a local businessman and secured a loan to establish his first distillery, La Primavera, in the highlands of Jalisco. For the next forty years, Don Julio devoted his life to producing the world's finest tequila. He would wake up early every day to tend to his agave fields, meticulously caring for each plant. With a coa in hand, he expertly balanced the bitter and sweet leaves of each agave, ensuring the best flavor. Harvesting was done with precision, selecting only the agaves at their peak maturity and health. To Don Julio, his agave plants were more than a crop—they were his children. This extraordinary devotion to quality and craftsmanship laid the foundation for what would become a legendary brand.

Situated 6500 feet above sea level, the highlands of Jalisco provide the perfect microclimate for blue agave cultivation, with warm days, cool nights, and rich volcanic soil. Despite the challenging conditions, Don Julio remained committed to his craft, enduring the extreme environment to produce exceptional tequila. Since 1947, the Jimador families have worked alongside Don Julio, passing down their expertise in planting, farming, and harvesting agave. Their meticulous process involves handpicking and uniformly cutting the agave leaves, ensuring the highest quality piñas. This dedication to tradition and excellence has propelled Don Julio to become one of the best-selling luxury tequila brands in the world, renowned for its rich flavors and superior quality.

The Bottles

The releases are as vast as the amount of agave plants planted and harvested each year. Let's take a look at some highlights and get a sneak peak at a new release coming this September, which you can pre-order now!

Don Julio 1942 Tequila - If you're a fan of the Oscars, you'd have noticed all the stars with their 50ml 1942s! Since that particular size is currently sold out, we'll focus on the larger decanters. Produced in small batches and aged for a minimum of two and a half years, Don Julio 1942 Tequila is handcrafted in tribute to the year that Don Julio González began his tequila-making journey. You have the 1.75ml, the regular 750ml, the 375ml, and a "Congratulations", "Happy Holidays", and "Happy New Year" sleeves. Wow!

Don Julio Blanco Tequila - At an affordable $54.99, you can't go wrong with this release. Don Julio Blanco Tequila is the base from which all of other variants are derived. Commonly referred to as “silver” tequila, its crisp agave flavor and hints of citrus make it an essential component to a variety of innovative drinks including margaritas. It can also be enjoyed neat or on the rocks. 100% blue agave plant.

Don Julio 70 Añejo Claro Tequila - Introducing the world’s first Añejo Claro Tequila. Don Julio 70 Añejo Claro Tequila is the culmination of 70 years of knowledge, expertise and innovation that brings the smoothness of a Blanco tequila and the complexity of an Añejo tequila together for a totally unique tequila experience. Don Julio 70 Añejo Claro Tequila is aged eighteen months in American white-oak barrels and then carefully filtered to bring out its crisp agave flavor.

Don Julio Reposado Tequila - Aged for eight months in American white-oak barrels, Don Julio Reposado Tequila is golden amber in color, and offers a rich, smooth finish—the very essence of the perfect barrel-aged tequila. With a mellow, elegant flavor and inviting aroma, Don Julio Reposado Tequila is best savored as part of a refreshing tasting cocktail or chilled on the rocks.

Don Julio Añejo Tequila - Barrel aged in smaller batches for eighteen months in American white-oak barrels, Don Julio Añejo Tequila is a testament to the craft of making a superior tasting, aged tequila. Rich, distinctive and wonderfully complex, its flavor strikes the perfect balance between agave, wood and hints of vanilla. Best experienced neat in a snifter or simply on the rocks.

Don Julio Alma Miel Tequila - A masterfully crafted spirit that embodies the rich heritage of Mexico. This joven tequila has a smooth and balanced taste that delights the palate with every sip. Enjoy Don Julio Alma Miel Joven Tequila neat, on the rocks, or as the foundation for delightful cocktails, and embrace the essence of tradition and excellence in each indulgent moment.

Don Julio Primavera - In 1942, Don Julio González decided to establish his roots in Atotonilco El Alto, Mexico where he acquired his Distillery “La Primavera”. Tequila Don Julio Primavera honors our late founder's legacy as he believed reposado tequila was tequila at its finest. This deliciously smooth expression takes Tequila Don Julio's traditional Reposado and finishes it in a highly coveted European cask, which previously held wine infused with macerated orange peel, for a silky, sophisticated, light citrus taste. “Primavera” is best enjoyed on the rocks with an orange wheel or in our signature drink, the Primavera Sunset.

Don Julio Rosado Tequila - To honor Don's legacy, the Rosado was crafted - a deliciously unique Rosado tequila. Taking the same unparalleled devotion inspired by Don Julio, the tequila Rosado is carefully finished in Ruby Port wine casks from the Douro wine region of Portugal. The result is a tequila with notes of creamy strawberry, ripe raspberry, dried plum, roasted caramel, and a touch of rich cocoa to create a complex but surprisingly approachable tequila.

Don Julio Ultima Reserva - In 2006, Don Julio, with his family, planted their final agave field. In honor of his devotion and craftsmanship, this agave harvest was carefully distilled, barreled, and set aside for a special use. To preserve this tequila and the exquisite agave piñas behind it, they implemented a Solera aging system. The Solera aging method combines and matures tequilas of different characteristics finished in unique casks, allowing the final agave harvest to remain at the heart of this rare Extra Añejo Tequila. The Ultima Reserva has been rested in oak, previously used to age bourbon, and finished in Madeira wine-seasoned casks.

New Release!

Don Julio 70th Day of the Dead 2024 Limited Edition - Celebrate the Day of the Dead with Don Julio 70 Day of the Dead Limited Edition Tequila Añejo. Crafted from 100% pure agave, this premium tequila embodies the rich traditions and vibrant spirit of the Mexican holiday. Aged to perfection, it offers a smooth and complex flavor profile with notes of caramel, vanilla, and toasted oak, making it an exquisite choice for both sipping and mixing in cocktails. Bottled at 40% alc./vol. and presented in a striking 750ml bottle, this limited edition tequila is not only a testament to Don Julio's exceptional craftsmanship but also a collector's item that honors the cultural heritage of Mexico. Coming this September!