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As summer comes to its inevitable end, staying prepped for those end-of-season kickbacks is essential.

With food and fits abound, Tequila Don Julio has the drinks covered – especially when concocting innovative cocktails or the ultimate margarita.

In honor of its late founder,Don Julio González, the signature spirit wants you to remember to do everything “for the love” with its latest campaign, titled ‘Por Amor’.

Capturing how González’s ideals continue to live on today, we tapped Mexico City-born designer Victor Barragán to help express the unique story behind 'Por Amor'.

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For 80 years, Tequila Don Julio has been a staple for any sort of celebration. Produced with 100% pure Blue Weber Agave, Mexico’s original luxury craft tequila still carries the same level of passion and care that González initially intended when he first began his journey.

From humble beginnings as a farmer to establishing one of the world’s most famous tequila brands, the man who would become known as simply “Don Julio” spent years perfecting his craft, pouring his heart into every drop.

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Take Don Julio Blanco, for example. Made from the careful cultivation of only the finest raw agave, Blanco is the celebration of the signature plant in its purest form. The trademark tequila represents years of tradition and craftsmanship, acting as a mainstay within Don Julio’s portfolio. With a crisp aroma of pure agave and a full-bodied flavor, Blanco maintains a clean and soft finish, creating that distinctive taste that made Tequila Don Julio famous.

Of course, a tequila with such depth has an equally impactful story. González’s dedication to his work reflected admiration for the land in which he lived, a respect for the people he worked with, and a fascination for the craft of making tequila. Though he started as a humble farmer, Don Julio created a successful business through devoted acts of love.

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Practicing laborious tasks such as slow cooking and careful milling, González chose never to compromise when it came to crafting his tequila. Today, we all enjoy the benefits of Don Julio’s established tradition, and with its latest campaign, we can further honor its roots and cherish the craftsmanship built from one man's vision as we champion other artists who embodied a similar spirit.

To help highlight the lasting influence of its founder’s uninhibited devotion, Victor Barragán, founder of the experimental fashion brand Barragán, elaborates on the importance of staying dedicated to your craft. "I was definitely not even thinking too much about it," says Barragán of his inclination towards fashion at the start of his career. "And then I realized what I do affects someone else or really inspires someone else".

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Like González, Barragán continuously seeks to push boundaries with his namesake brand to help redefine Mexican identity. Through a mixture of art and fashion, Barragán focuses on redefining what matters most to him rather than constantly exploring what's next. The designer adds, "we keep pushing the boundaries for so many communities. New design, new ideas, a new way to do fashion in our own way."

As Hispanic entrepreneurs, Barragán and González are cut from a similar cloth, sharing a passion and drive for master craftsmanship powered by a love for their work. Now, in honor of Hispanic Heritage Month, Barragán is choosing to pay it forward by working with the luxury tequila brand to bring back the Tequila Don Julio Fund Grant Program for the second year.

Being a member of the fund’s new advisory board, the Mexican designer is taking part in a project that highlights other Hispanic entrepreneurs who chose to follow their hearts in the same way González did. In partnership with the Association of Latino Professionals For America, five qualifying applicants will receive a $20,000 grant from Tequila Don Julio to help elevate their businesses to new heights and push them to keep pursuing their passions.

So next time you drink Tequila Don Julio, remember that everything tastes better when made with love.

Shop Don Julio at donjulio.com.

PLEASE DRINK RESPONSIBLY DON JULIO Tequila. 40% Alc/Vol.2022 Imported by Diageo Americas, New York, NY

  • DirectorSebastian Jimenez
  • DPCory Fraiman-Lott
  • PhotographerElissa Salas
  • TalentVictor Barragán
  • ProducerChloe Snower
  • 1st ACConnor Lawson
  • GafferAriel Nehorayoff
  • Sound OpHayley Wagner
  • Set DesignElysia Belilove
  • Set Design AssistVango Jones
  • PADumarck Barlatier
  • Video EditSebastian Jimenez
  • ColorAndrew Ceen
  • Sound Design & MixDavide Berardi
  • Talent Relations ManagerAlexis Edevbie
  • Talent Relations ManagerTara Prasad
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