As reported by Yahoo Finance, a meeting from Diageo execs also explained that such high demand for Don Julio (the 1942 variety in particular) and Casamigos is driving up price points for those brands.ĭon Julio 1942 can easily be purchased online (depending on liquor laws in your state) at major retailers like Drizly, ReserveBar, and MiniBar, but it's commonly found in local liquor stores as a top premium pick. Guillermo Erickson Sauza of Tequila Forteleza told TasteTequila that even without the pandemic, agave prices are about 20 times higher than they were just 10 years ago, contributing to the higher prices of tequila overall. Reports show that supply chain issues related to the pandemic have made it more difficult to source glass bottles, production costs have increased, and shipping has become more difficult and costly - all while demand has increased since March 2020. The distillery was named La Primavera - which also happens to be the name of the latest special-edition bottle of Don Julio Tequila in its honor - and Don Julio began pioneering the tequila industry under his original Tres Magueyes label. ![]() The man was so impressed by Don Julio's pluck and determination, that he became his first investor. ![]() González soon realized that working as a farmhand wasn't going to pay enough to support his mother and six siblings, and he took a leap of faith by starting his own business: selling tequila around the Jalisco Highlands on horseback.Īfter two years of selling tequila, Don Julio made the game-changing decision to ask a wealthy merchant who was considered a local celebrity for a loan to build and operate his own distillery in 1942 (via Diageo Bar Academy). ![]() Don Julio González was born in 1925 in the Jalisco Highlands - the largest tequila-producing region today - and was forced to become the breadwinner for his family as a teenager upon his father's death.
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