Tequila Don Julio Intros an Immersive Experience Celebrating Craft of Tequila Making

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 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.

"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."