Don Julio Tequila celebrates 80th anniversary

Published in partnership with TIME.com, an inspiring list of 80 people of Mexican heritage, including two Diageo employees, has been curated to celebrate Mexicans who are shaping contemporary culture for one reason: Por Amor 'for the love'.

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Don Julio has launched the list to mark its 80th year of devotion to tequila. The uplifting list honours 80 people from around the world embodying the same level of love for their craft, as Don Julio González did to the art of Tequila making.

Now live on TIME.com, the Tequila Don Julio 80 features a range of figures including, activist Saskia Niño de Rivera, fashion designer Victor Barragán, journalist Lydia Maria Cacho, and musician Sofia Reyes along with bartender Julio Xoxocotla.

One of our own people has also been recognised, Karina Sanchez, Global Brand Ambassador for Don Julio, for spreading her passion and knowledge about the liquid with the rest of the world. To meet the full list of 80 Mexicans, visit TIME.com/partners/DonJulio80.

The Tequila Don Julio 80 list spotlights the incredible Mexican community to demonstrate the immeasurable value that Mexico and Mexican individuals are making on modern culture, craft and creativity around the world. Five TIME cover-inspired collages, featuring Don Julio, Sofia Reyes, Lydia Maria Cacho, Saskia Niño de Rivera, and others will be published as part of the partnership.  

Bespoke TIME cover-inspired collage featuring Don Julio, Orfeo Quagliata, Elda Bueno, Victor Barragán, Sofia Reyes

“I am incredibly proud of my Mexican roots and heritage, and the core of who I am. Don Julio has been the staple tequila in my family and my culture for generations so I couldn’t be more honoured to be partnering with a brand that is helping to drive our culture to bigger places. ‘Por Amor’ is my life’s mantra and to be included alongside other Mexicans who also have so much love for what they do, is a remarkable recognition.”

Sofia Reyes
Sofia Reyes

Musician

“I have always proudly expressed Mexican heritage and identity through my designs, using these to challenge the preconceptions and stereotypes around what it means to be Mexican. There is so much incredible talent coming out of Mexico right now - the Tequila Don Julio 80 list is proof of just that.”

Victor Barragán
Victor Barragán

Fashion designer

“Tequila Don Julio’s 80th anniversary is an important milestone for the brand and the perfect moment to honour the incredible legacy of our late founder, Don Julio González and the love he put into building a Tequila brand loved by Mexicans. We are proud to be celebrating the contemporary Mexicans who, like Don Julio González, are leading with the heart to achieve their true purpose.”

Guilherme Martins
Guilherme Martins

Tequila & Don Julio Global Marketing Director

In North America, the Tequila Don Julio Fund has pledged $1 million over four years to approved charities whose missions support the communities that have helped build the spirit into the brand it is today. The fund has already provided support to the hospitality industry and helped to empower the next generation of Dons and Doñas, working with ALPFA (Association of Latino Professionals For America) to deliver grants for Hispanic entrepreneurs. 

To mark its 80th year, Don Julio is now looking for ways to expand its positive impact in society, to be announced later in 2022.

We are modern-day custodians of some of the world’s best and most loved brands and together with our partners we will use our marketing to celebrate diversity, as part of our 2030 Spirit of Progress Action Plan. Find out more here.

This branded content list has been created in partnership with the award-winning content studio Red Border by TIME.