Brand guide
Don Julio’s core bottles are Blanco, Reposado and Añejo. Choose Blanco for an unaged tequila, Reposado for eight months of aging or Añejo for 18 months. In the US shop listings checked on 2 October 2026, their 750 mL medians were about US$48, $50 and $62 respectively.
Don Julio 70 is an 18-month añejo cristalino. For a more expensive aged bottle, compare 1942, Ultima Reserva and Real. Don Julio was the world’s second bestselling tequila brand by volume in 2025.
- Founded: 1942
- Owner: Diageo
- Owner Headquarters: London, UK
- Global volume sold in 2025: 4.5 million nine-liter cases
- Equivalent volume in 2025: 54 million 750 ml bottles
- Value of retail sales 2022: US$1,910M
- Norma Oficial Mexicana (NOM): NOM-1449
- Distillery: La Primavera, Atotonilco el Alto, Jalisco
- Region: Highlands
In this guide
Table of Contents
Don Julio Sales Trends
Don Julio recorded 4.5 million nine-liter cases worldwide in 2025, up 2.3% from 2024, placing it 2nd in The Spirits Business, Brand Champions 2026. That volume is equivalent to 54 million 750 ml bottles.
US sales in 2025 and global results in 2026
Don Julio’s US sales in calendar year 2025 were about 3.6 million cases, up 9.5%, with estimated retail sales of US$2.8 billion. Diageo subsequently reported a 14% fall in Don Julio’s global organic volume and organic net sales in the financial year ended 30 June 2026. Sources: Impact Databank’s 2025 brand update and Diageo’s 2026 annual report.
Don Julio Tequila Brand History
Don Julio was founded by Julio González-Frausto Estrada in 1942 when he was just 17 years old. The story goes that Don Julio went with a distinctive short tequila bottle, rather than the more common tall ones, so that the tequila could take pride of place on the dinner table with guests still able to see each other over the bottle.
In 1947 the distillery, La Primavera was built. The tequila produced here was marketed under the Tres Magueyes brand. The Don Julio brand was only introduced in 1987, by Julio’s sons to commemorate his 60th birthday two years earlier.
Don Julio’s home is La Primavera in Atotonilco el Alto, Jalisco. The October 1, 2026 CRT register lists the Don Julio range with Diageo México Comercializadora, NOM 1449. Its 1942, 70, Alma Miel and other registered editions are grouped under Don Julio in the finder. Sources: CRT, October 1, 2026; Don Julio’s La Primavera page. Read what a tequila NOM number tells you.
In 1999 the Seagram Company invested in Don Julio. In 2001 Diageo acquired the spirits and wine business from Seagrams which included their stake in Don Julio. In 2003 Diageo entered a joint venture with the company behind Jose Cuervo, selling the Cuervo group a 50% stake in Don Julio for US$100 million. In November 2014 there was another rearrangement. Diageo traded its Bushmills Irish whiskey to Cuervo group in exchange for its 50% share in Don Julio plus US$408 million. This put Diageo back in full control of Don Julio.
Diageo ranked second by global tequila volume share in the IWSR 2024 comparison, at 14.4%. It also owns Casamigos, which ranked seventh in the 2025 global brand-volume table. Sources: Becle’s March 2026 presentation and The Spirits Business, Brand Champions 2026.
Don Julio’s Product Range and Price Guide
Don Julio’s tequilas are all 100% agave and include: blanco, reposado (aged eight months), añejo (aged 18 months), añejo (sold as “1942”, aged two and a half years), extra añejo (Ultima Reserva), añejo cristalino (aged 18 months). Don Julio was relatively early in the cristalino trend, launching Don Julio 70 in 2012 which was the world’s first añejo cristalino. Don Julio 70 is now the world’s #1 selling cristalino.
There are also a number of limited release bottlings which take advantage of Diageo’s global spirit portfolio. For example, two tequilas finished in casks that previously held scotch whisky: Lagavulin single malt and Buchanan’s blended whisky (both Diageo brands).
Another seasonal release is called Primavera, after the brand’s first distillery, La Primavera. Primavera means spring, as in the season, in English. The tequila is a reposado, finished in a European cask that previously held wine infused with macerated orange peel. This added a light citrus taste.
Don Julio Ultima Reserva is an extra añejo made using a Solera aging system.
| Product | Class | Aging | ABV | US 750 mL price |
|---|---|---|---|---|
| Blanco | Blanco | None | 40% | About US$48 (4 shops) |
| Reposado | Reposado | 8 months | 40% | About US$50 (5 shops) |
| Añejo | Añejo | 18 months | 40% | About US$62 (4 shops) |
| 70th Anniversary | Añejo (cristalino) | 18 months | 40% | About US$65 at Binny’s; About US$64 at ABC Fine Wine & Spirits |
| 1942 | Añejo | 2.5 years | 40% | About US$159 (3 shops) |
| Alma Miel | Joven | Unaged & 14 months | 40% | Ask retailer |
| Primavera | Reposado | 8 months + finishing | 40% | Ask retailer |
| Rosado | Reposado | 8 months + finishing | 40% | Ask retailer |
| Ultima Reserva | Extra añejo | Solera | 40% | Ask retailer |
| Real | Extra añejo | 5 years | 40% | Ask retailer |
How Much is a Shot of Don Julio Tequila at a Bar?
In our October 2026 US menu sample, shots of Don Julio Blanco, Reposado and Añejo were about US$15, $17 and $20, respectively. Shot sizes vary.
Our US menu sample puts a shot of Don Julio 70 at around $23. A shot of Don Julio 1942 typically costs about $36 in our US menu survey. Our US menu sample puts a shot of Don Julio Rosado at around $31. The few US menus we checked suggest around $27 a shot for Don Julio Primavera. These figures come from US menus checked in October 2026; shot sizes vary.
A standard shot is 1.5 ounces, but bars can serve 1 to 2 ounce shots which can impact the price of shot of Don Julio tequila.
For October 2026 US menu prices for Don Julio and other bottles, see our tequila shot-price comparison.
How Much is a Bottle of Don Julio Tequila?
For a US 750 mL bottle, the shop medians were about US$48 for Don Julio Blanco, $50 for Reposado, $62 for Añejo and $159 for 1942 on 2 October 2026. Don Julio 70 had two shop examples; the product table names both.
Don Julio 1942 vs Ultima Reserva
Don Julio 1942 is an añejo tequila. Ultima Reserva is a separate extra añejo release. The full product name matters when you order a shot or buy a bottle: a menu entry that combines “1942” and “Ultima Reserva” needs clarification from the bar.
| Product | Class | Aging described by Don Julio |
|---|---|---|
| Don Julio 1942 | Añejo | At least two years in ex-bourbon American white oak casks |
| Don Julio Ultima Reserva | Extra añejo | 36 months, using a Solera system |
Don Julio says Ultima Reserva uses agave from the final plantation that Don Julio González and his family planted in 2006. Its Solera system blends aged tequilas and includes cask finishing. See Don Julio’s product descriptions and Ultima Reserva.
Further Questions About Don Julio
Who owns Don Julio tequila?
Don Julio tequila is owned by Diageo of the UK. Diageo first bought into Don Julio in 2001 and took full control from Cuervo Group in 2014.
Does Don Julio tequila have additives?
Yes, Don Julio tequila has additives. Additives are used more extensively in aged tequilas to add sweetness, smoothness and color. Additives include caramel coloring, glycerine, sweetener and oak extract.
Where is Don Julio tequila made?
Don Julio is made in Atotonilco el Alto, Jalisco, Mexico, home to La Primavera. The October 1, 2026 CRT list names Diageo México Comercializadora, S.A. de C.V., at NOM 1449. Don Julio’s La Primavera page identifies the distillery and town.
What Don Julio tequila is the best?
Don Julio Real is my pick at the luxury end of the range. It is aged for five years. For a lower-cost bottle, choose Blanco if you want unaged tequila, or Reposado and Añejo for eight and 18 months of aging respectively.
What type of tequila is Don Julio?
Don Julio tequila is made from 100% agave. The tequila is made using traditional methods but with prominent use of additives in many of its tequilas. Don Julio makes blanco, reposado, joven and añejo tequilas, including a cristalino. They also issue a range of special releases with different aging methods.
Does Don Julio tequila go off?
An unopened bottle of Don Julio tequila will never go off, provided it is stored away from direct sunlight and high temperatures. Once opened Don Julio should be drunk within a couple of years.
Is Don Julio tequila gluten free?
Yes, Don Julio tequila is gluten free. Like all tequilas (including mixtos) Don Julio contains no gluten.
Is Don Julio real tequila?
Yes, Don Julio is real tequila made from 100% agave. Some releases rely on additives; purists who object to those additives may prefer other tequilas.
Is Don Julio tequila kosher?
Yes, Don Julio’s unflavored, CRT-approved 100% agave tequila is acceptable as kosher under STAR-K’s guidance.†
What is Don Julio tequila ABV?
All Don Julio tequilas sold in the US are 40% ABV (80 proof). In Mexico, Don Julio tequilas are sold at 35% to 38%. Almost all tequila sold in the US is 40% ABV.
Is Don Julio tequila organic?
Organic certification for Don Julio tequila is unconfirmed. Check the specific expression for an organic claim and named certifier.
Don Julio ingredients and production FAQ
Organic sources checked October 14, 2026.
† Don Julio Primavera and Rosado need separate checks because of their wine-cask finishes; cRc lists Primavera as not recommended. cRc’s tequila list gives expression-specific guidance. STAR-K’s tequila guidance accepts unflavored, CRT-approved 100% agave tequila without certification. It prefers reliable certification for reposado, añejo and cristalino, and excludes mixtos and specified wine or cask labels. Check the full exclusions against the bottle; this general acceptance is separate from brand certification. Sources checked October 14, 2026. See Is tequila kosher? for bottle checks, agency differences and Passover requirements. ↩
US bottle-price sources
The listings below are for confirmed 750 mL bottles shown in stock when checked. Figures from three or more independent shops are medians; smaller samples show the named shop prices. Pickup locations and public sales are shown below. Online stock may not mean delivery is available to your address. Tax and delivery may be extra. Prices are subject to change.
- Don Julio Blanco Tequila: Binny’s: about US$47; pickup at Lincoln Park, Chicago, Illinois; 2026-10-02; Old Town Tequila: about US$50; online listing; 2026-10-02; ABC Fine Wine & Spirits: about US$42; pickup at ABC #134 – Loop, Kissimmee FL; public sale; 2026-10-02; Sip Tequila: about US$60; online listing; 2026-10-02.
- Don Julio Reposado Tequila: Binny’s: about US$50; pickup at Lincoln Park, Chicago, Illinois; 2026-10-02; Old Town Tequila: about US$54; online listing; 2026-10-02; Sip Tequila: about US$65; online listing; 2026-10-02; ABC Fine Wine & Spirits: about US$50; pickup at ABC #134 – Loop, Kissimmee FL; 2026-10-02; Spec’s: about US$44; pickup at Spec’s Downtown – Smith Street, Houston TX; 2026-10-02.
- Don Julio Anejo 750 ML: Old Town Tequila: about US$65; online listing; 2026-10-02; Sip Tequila: about US$80; online listing; 2026-10-02; Binny’s: about US$60; pickup at Binny’s Lincoln Park, Chicago IL; 2026-10-02; ABC Fine Wine & Spirits: about US$51; pickup at ABC #134 – Loop, Kissimmee FL; public sale; 2026-10-02.
- Don Julio 70th Anniversary Claro Anejo Tequila: Binny’s: about US$65; pickup at Binny’s Lincoln Park, Chicago IL; 2026-10-02; ABC Fine Wine & Spirits: about US$64; pickup at ABC #134 – Loop, Kissimmee FL; public sale; 2026-10-02.
- Don Julio Anejo 1942 750ml: Old Town Tequila: about US$165; online listing; public sale; 2026-10-02; Binny’s: about US$140; pickup at Binny’s Lincoln Park, Chicago IL; public sale; 2026-10-02; ABC Fine Wine & Spirits: about US$159; pickup at ABC #134 – Loop, Kissimmee FL; public sale; 2026-10-02.