THE LIFE OF DON JULIO GONZÁLEZ WAS DEFINED, ABOVE ALL ELSE, BY PASSION. It was this passion that inspired his creation of the world’s first luxury tequila. In his mission to revolutionize tequila from the ground up, Don Julio Gonzalez chose quality over quantity at every turn. He painstakingly planted each agave further apart, giving them more room to grow. He allowed each individual plant to grow to full maturity before harvesting. He would select only the most succulent portions of the pina, before slow roasting them for 72-hour cycles. The resulting tequila was smoother, richer, and of truly uncompromising quality. When the time came to bottle his creation, he broke with generations of tradition. Tequila bottles had always been tall, and were usually hidden beneath the table. Don Julio Gonzalez envisioned a spirit worthy of proud display on the table, and designed a shorter bottle so his guests could still see one another across the table. As word of his tequila spread and his success grew, Don Julio Gonzalez stayed loyal to the community that had made his labor of love a phenomenon. Staying in his native Jalisco, he established a distillery where generations to come would follow his passion for quality and craftsmanship, the passion of a man who revolutionized an industry forever.
