Brand guide
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.
Don Julio was the second bestselling tequila brand by global volume in the 2025 Brand Champions table.
- Founded: 1942
- Owner: Diageo
- Owner Headquarters: London, UK
- Global volume sold in 2025: 4.5 million nine-litre 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-litre 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.
Don Julio Tequila Brand History
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 Juilo’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 product range 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 | Price |
|---|---|---|---|---|
| Blanco | Blanco | None | 40% | $51 |
| Reposado | Reposado | 8 months | 40% | $57 |
| Añejo | Añejo | 18 months | 40% | $64 |
| 70th Anniversary | Añejo (cristalino) | 18 months | 40% | $74 |
| 1942 | Añejo | 2.5 years | 40% | $175 |
| Alma Miel | Joven | Unaged & 14 months | 40% | $99 |
| Primavera | Reposado | 8 months + finishing | 40% | $128 |
| Rosado | Reposado | 8 months + finishing | 40% | $127 |
| Ultima Reserva | Extra añejo | Solera | 40% | $500 |
| Real | Extra añejo | 5 years | 40% | $400-$1,000 |
How Much is a Shot of Don Julio Tequila at a Bar?
A shot of Don Julio blanco, or reposado costs about $13 at a bar or restaurant in the US in 2024. A shot of the Don Julio añejo costs about $15. The prices can range from $7 to $17 with the añejo being the most expensive.
The most expensive Don Julio is Don Julio Real. Real is an extra añejo and costs around $50 per shot, but can be up to $75.
Other Don Julio shot prices:
- A shot of Don Julio 70th Anniversary Cristalino costs around $17
- A shot of Don Julio 1942 costs around $30, but can cost up to $75
- A shot of Don Julio Rosado costs around $22 but can cost up to $35
- A shot of Don Julio Primavera costs around $29
This is based on a review I made of tequila menus from 19 bars and restaurants in different states across the US.
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.
How Much is a Bottle of Don Julio Tequila?
Don Julio tequila’s base range (blanco, reposado and añejo) costs between $50 and $65 per 750ml bottle in the USA in 2024. Don Julio has a number of special releases costing $130 to $175 per bottle. Its most expensive bottle (Don Julio Real) can cost up to $1,000.
See the table above for the average price in the US of each Don Julio tequila.
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 the best Don Julio tequila. Real is the highest rated, the most expensive (up to $1,000 per bottle), and the longest aged tequila (5 years) in the Don Julio lineup.
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. However, some of thier releases rely on additives so many purists would not view Don Julio as a “true tequila”.
Is Don Julio tequila Kosher?
Yes, most Don Julio 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.
In the US, Impact Databank reported about 3.6 million cases of Don Julio in 2025 and estimated retail sales of US$2.8 billion. The reported volume increase was 9.5%. This is a US calendar-year measure. 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.
† This answer excludes Don Julio Primavera and Rosado. STAR-K’s guidance accepts CRT-approved, 100% agave tequila without certification and prefers reliable certification for reposado, añejo and cristalino. It excludes flavored tequila, mixtos and bottles bearing certain wine or cask terms, including Burdeos, Sherry, Port, Cognac, Dual Cask Finish or Double-Matured; check the full list against your bottle. Guidance checked 4 October 2026. ↩