Don Julio: Tequila brand writes ‘A Love Letter to Mexico’

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:

AOAO14/F, Manning House, 38 Queen’s Road Central, Central
Bar de Luxe7/F, H Code, 45 Pottinger Street, Central
Caprice Bar – Four Seasons8 Finance Street, Central
Gishiki LoungeLG103, Block 1 Hollywood Road, Central
La Suite at Clarence25/F, H Code, 45 Pottinger Street, Central
LibertyShop 103 & 206-207, One & Two Exchange Square, Connaught Road Central, Central
Plaisance LoungeG/F, 1 Duddell Street, Central
Quiero Mas20/F, M88, 2-8 Wellington Street, Central
Room 3UG01-03, H Zentre, 15 Middle Road, Tsim Sha Tsui
Nanhai No 1 – Eye Bar30/F, iSquare, 3 Nathan Road, Tsim Sha Tsui

For more updates, check out Don Julio Tequila on Instagram.

Also see: Fashion on the palate

In this Story: #dining