Don Julio: Tequila brand writes 'A Love Letter to Mexico'
Feb 23, 2024
Don Julio Tequila goes back to its founder’s roots in latest addition to global campaign
The late Don Julio González founded his namesake tequila distillery way back in 1942 and sold his liquor across the highlands of Jalisco, Mexico on horseback. Today, Don Julio Tequila pays tribute to their founder and celebrates its ties to Mexico.
The late González was a true agricultural pioneer. He experimented with techniques that set his brand apart, such as growing agaves further apart, allowing them to mature for longer, trimming grass around every agave, and even harvesting each plant by hand to protect them from disease. The 60 years of work he put into his craft revolutionised the tequila industry.
The tequila brand has released an atmospheric short film titled A Love Letter to Mexico, as part of their global Por Amor (translating to for love) campaign. The film is directed by Mexican filmmaker JC Molina in collaboration with creative forces such as cinematographer Flavia Martinez, stylist Nayeli De Alba, and photographer Thalia Gochez.
To bring the brand’s famous iconography to life, Don Julio partnered with award-winning Mexican-American designer Willy Chavarria who reimagined Don Julio González’s hat. The statement pieces made their runway debut at Chavarria’s Spring 2024 fashion show during New York Fashion Week.
Don Julio’s Por Amor launch goes beyond paying tribute to the birthplace of tequila and its people. “It also allows us to share with the world that mystical way of being of Mexicans and exalt the origin of tequila, one of the drinks with the greatest cultural roots in the world,” Jay Sethi, director of marketing and innovation for Mexico at Diageo, the parent company of Don Julio.
Of course, visuals alone isn’t the only way the brand intends to celebrate. The Por Amor Cocktail Program is now available at 10 renowned locations in Hong Kong until March 31, where one can experience Don Julio-based cocktails curated by acclaimed mixologists.
The list of participating locations is as follows:
| AOAO | 14/F, Manning House, 38 Queen’s Road Central, Central |
| Bar de Luxe | 7/F, H Code, 45 Pottinger Street, Central |
| Caprice Bar – Four Seasons | 8 Finance Street, Central |
| Gishiki Lounge | LG103, Block 1 Hollywood Road, Central |
| La Suite at Clarence | 25/F, H Code, 45 Pottinger Street, Central |
| Liberty | Shop 103 & 206-207, One & Two Exchange Square, Connaught Road Central, Central |
| Plaisance Lounge | G/F, 1 Duddell Street, Central |
| Quiero Mas | 20/F, M88, 2-8 Wellington Street, Central |
| Room 3 | UG01-03, H Zentre, 15 Middle Road, Tsim Sha Tsui |
| Nanhai No 1 – Eye Bar | 30/F, iSquare, 3 Nathan Road, Tsim Sha Tsui |
For more updates, check out Don Julio Tequila on Instagram.
Also see: Fashion on the palate
