In honor of founder Don Julio González, the luxury tequila brand invites guests to experience the legacy, heritage and craftmanship behind every bottle.
NEW YORK, Sept. 15, 2026 /PRNewswire/ -- More than 80 years ago, founder Don Julio González began his tequila-making journey with a commitment to doing things differently, bringing the same attention to detail and high standards to every step of the production process. That commitment to craftsmanship and uncompromising quality continues to define Tequila Don Julio today. Now, Tequila Don Julio is offering a deeper look into what has set the brand apart through La Experiencia Don Julio: Hecho Por Amor, a new immersive tasting experience that explores the standards, craftsmanship and passion behind every bottle. From hand-selecting and hand-cutting the highest-quality 100% Blue Weber Agave to carefully cooking, fermenting, distilling and aging the tequila, that pioneering approach set a high standard for tequila making and helped shape the luxury category as we know it today.
La Experiencia Don Julio: Hecho Por Amor, a new immersive tasting experience that explores the standards, craftsmanship and passion behind every bottle.
Travel to the red clay agave fields of Atotonilco El Alto, Jalisco, where Don Julio González began his tequila-making journey. Discover the land, agave and pioneering approach to quality that shaped his craft.
Taste the Tequila Don Julio portfolio while exploring the foundations of tequila flavor, the effects of aging, and how innovation plays a role in the portfolio.
La Experiencia Don Julio: Hecho Por Amor will unfold across four distinct acts exploring the land, craft, liquid and culture behind Tequila Don Julio.
Whether well-versed in tequila or simply curious to learn more, guests will be invited to discover the legacy of Tequila Don Julio for themselves. Inspired by the brand's La Primavera distillery in Jalisco, La Experiencia brings together the land, agave, people and processes that have shaped Tequila Don Julio, transforming the brand's story into a multi-sensory journey that can be seen, touched, smelled and tasted.
"Don Julio González built his legacy around a love of great tequila. His passion helped pioneer the category as we know it today, and we carry that same commitment to quality as stewards not only of our brand, but for tequila as a whole," says Ari Anderman, Brand Director for Tequila Don Julio North America. "Immersive moments like La Experiencia Don Julio: Hecho Por Amor allow us to share how we make our tequila, and we hope to educate and inspire a greater appreciation for the category overall."
La Experiencia Don Julio: Hecho Por Amor will unfold across four distinct acts exploring the land, craft, liquid and culture behind Tequila Don Julio. Throughout the immersive journey, guests will:
LEAVE THE NOISE BEHIND: Explore today's evolving tequila landscape before stepping into the world of Tequila Don Julio.
JOURNEY TO JALISCO: Travel to the red clay agave fields of Atotonilco El Alto, Jalisco, where Don Julio González began his tequila-making journey. Discover the land, agave and pioneering approach to quality that shaped his craft.
TASTE THE DIFFERENCE: Taste the Tequila Don Julio portfolio while exploring the foundations of tequila flavor, the effects of aging, and how innovation plays a role in the portfolio. Because when it comes to great tequila, your taste matters.
RAISE YOUR STANDARD: Work alongside leading bartender talent to create a personalized Tequila Don Julio cocktail and close out the journey with a celebratory toast.
La Experiencia Don Julio marks the next chapter in the brand's longstanding commitment to quality and the success of the entire category, translating generations of tequila-making expertise into an immersive experience that honors Don Julio González's pioneering approach while creating new ways to experience and appreciate the craft of tequila.
Tequila Don Julio encourages consumers of legal drinking age to celebrate responsibly.
ABOUT TEQUILA DON JULIO Founded on the pioneering agricultural principles of Don Julio González and his personal pursuit of perfection, Tequila Don Julio revolutionized the tequila industry and set the standard for ultra-premium tequila. The original luxury tequila of choice in Mexico, Tequila Don Julio uses only the highest caliber, fully matured, and ripened Blue Agave that has been hand-selected from the rich, clay soils of the Los Altos region of the state of Jalisco. The Tequila Don Julio portfolio includes Tequila Don Julio Blanco, Tequila Don Julio Reposado, Tequila Don Julio Añejo, Tequila Don Julio 70 Añejo Cristalino, Tequila Don Julio 1942, and Tequila Don Julio Ultima Reserva. For more information on Tequila Don Julio, please visit www.DonJulio.com.
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