The legend begins in 1942, when a young Don Julio González sees a once in a lifetime opportunity in tequila production. He didn’t own much, but what he did possess was a dream and the singular devotion needed to bring it to life.

After sharing his vision with a local businessman, he’s granted a loan to start his first tequila distillery, La Primavera, in the Jaliscan Highlands. For the next forty years, Don Julio González would devote his life to making the world’s finest tequila. Each day he’d wake up early to walk along the agave fields, cutting the grass around each individual plant to protect it. With a coa in hand, he’d carve flavor from every piña, expertly balancing the bitter and sweet leaves of each agave. And when it came time to harvest, he’d harvest each plant one by one, picking only the agaves at optimum maturity and health.