TequilaDon Julio
Trade Education Resources
A centralized resource for brand ambassadors and local teams, featuring educational materials on Don Julio tequila, production standards, and regulatory topics.
Trade Education & Reference Materials
The documents below are intended to support brand education and informed conversations in the market. Materials may be updated as new resources become available.
Environment Conversation
Environmental stewardship across Diageo and Tequila Don Julio
Inspired by the land we call home, Tequila Don Julio supports environmental stewardship through targeted efforts that celebrate the places and communities that make our work possible. As part of Diageo’s portfolio of tequila brands, Tequila Don Julio’s approach is grounded in respect for tradition while scaling responsible practices for the future. We respect the traditional way of producing tequila that Don Julio González left us and continue to honor these methods, while bringing our craft to more people around the world. At Diageo, our goal is to be more efficient with water and reduce our carbon emissions, while delivering best-in-class water management across sites and operations. We aim to reach net zero across our direct operations by 2040 and across our total value chain by 2050. In 2023, Diageo and its tequila brands invested 100 million Mexican pesos in water access, conservation, and sustainability initiatives in Jalisco, supporting four water replenishment projects and one reforestation project described below. More than 50 percent of this investment was directed to Atotonilco El Alto, the birthplace of Tequila Don Julio. At Diageo, we are proud to play a leading role in advancing practices that unite science, tradition, and collaboration. Together, we are working to ensure the land continues to gives back, honoring the spirit of the Highlands that has given life to tequila for generations.
