History of Don Julio in Timeline

By Popular Timelines Editorial Team · Updated: June 24, 2025

Don Julio is a prominent brand of tequila produced in Mexico, holding the top position in value and eighth place in volume. Owned by Diageo, a British multinational beverage company, Don Julio is distilled, manufactured, and bottled by Tequila Don Julio, S.A. de C.V. Their corporate facility is located in Atotonilco El Alto, Jalisco, Mexico.

January 1925: Don Julio Gonzalez-Frausto Estrada was born

On January 7, 1925, Don Julio Gonzalez-Frausto Estrada was born in Atotonilco, Jalisco, where the main facility is located today.

1942: Don Julio González-Frausto Estrada began distilling tequila

In 1942, Don Julio González-Frausto Estrada, at the age of 17, began distilling tequila. He later established his own distillery, La Primavera.

1942: Don Julio started a tequila distillery

In 1942, Don Julio started a tequila distillery which would later be known as "La Primavera."

1951: Don Julio was on a path that would later become Tequila Don Julio in its different variants

By 1951, with the brand Tres Magueyes, Don Julio was on a path that would later become Tequila Don Julio in its different variants: Blanco, Reposado, Añejo, 70, 1942 and Real.

1983: Marco Cedano returned to Don Julio to work as an engineer

In 1983, Marco Cedano returned to Don Julio to work as an engineer and became the Master Distiller and Distillery Manager of Tequila.

1985: Don Julio González-Frausto celebrated his 60th Birthday, commemorated with a Tequila in his name, Don Julio.

In 1985, Don Julio González-Frausto celebrated his 60th birthday, and his sons commemorated the date by creating a Tequila in his name, Don Julio. It was later launched following its popularity in Guadalajara.

1999: Seagram Company Ltd. invested in Tequila Don Julio, S.A. de C.V.

In 1999, the Seagram Company Ltd. invested in Tequila Don Julio, S.A. de C.V. Don Julio Gonzalez expressed his pride in the partnership.

2003: Diageo signed a joint venture with Casa Cuervo

In 2003, Diageo signed a joint venture with Casa Cuervo, selling a 50 per cent stake in Don Julio for $78 million. It was distributed in the United States by Diageo.

2008: Don Julio's Real tequila awarded double gold medal

In 2008, Don Julio's Real tequila was awarded a double gold medal at the San Francisco World Spirits Competition.

2011: Don Julio's Real tequila awarded double gold medal

In 2011, Don Julio's Real tequila was awarded a double gold medal at the San Francisco World Spirits Competition.

March 2012: Don Julio González-Frausto Estrada died

On Tuesday, March 20, 2012, Don Julio González-Frausto Estrada died from natural causes.

2012: Don Julio's Real tequila awarded silver medal

In 2012, Don Julio's Real tequila was awarded a silver medal at the San Francisco World Spirits Competition.

November 2014: Diageo Agreed to take full control of the Don Julio brand

In November 2014, Diageo agreed to a deal to take full control of the Don Julio brand. In exchange, Jose Cuervo received the Old Bushmills Distillery and $408 million.