In 1942, Don Julio González recognized a unique chance to craft exceptional tequila. With limited resources but immense passion, he secured funding from a prominent local entrepreneur and established his first distillery. Driven by a relentless commitment to quality, he pioneered the world’s first luxury tequila, planting agave with ample space to mature fully and harvesting only the finest parts of the piña. His method included careful 72-hour steaming cycles. Departing from tradition, Don Julio designed a shorter bottle to keep his tequila visible and shared openly at the table, reflecting his innovative spirit.