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The premiere of the web movie takes place three years after Don Julio Gonzalez’s passing, paying homage to the founder, whom the brand calls ‘The Legend’
Diageo-owned beverage brand, Tequila Don Julio, has released a founder’s tribute in the form on a video to share the brand’s legacy. The roll-out of the said three-minute web movie takes place three years after Don Julio Gonzalez’s passing, paying homage to the founder, to whom the brand refers as ‘The Legend.’
The clip allows a first-person glimpse into the story of how the marque was founded, with its narration presented in the voice of man himself, which was extracted from a final interview with tequila expert, Tomas Estes. The said production—Don Julio. The Man, The Legend.—commemorates his unmatched passion and determination.
Released on Dia de los Muertos, a traditional Mexican day that honours the deceased, the video celebrates Gonzalez’s extraordinary life, vision, dedication, integrity, foresight, as well as the actions which led to the creation of the iconic Tequila Don Julio trademark.
The digital execution captures how the founder worked tirelessly without ever succumbing to failure or impact of adversities. On 1 November 2015, the brand will share his unique tequila-making journey with its audiences, to ensure his heritage lives on and show how his bold move to revolutionise the industry has paid off.
From standing in front of a powerful business man to garner the loan that would build the La Primavera distillery, to planting his agave further apart in order to absorb more nutrients, thus allowing them to reach full maturity to yielding better crops, Gonzalez’s efforts led to a new era of luxury tequila production.
The result today is an esteemed portfolio of six variants. Reflecting his personal trail to triumph, the video carries the message that it is possible to overcome obstacles when one has passion and determination. For a ceremonial finish, a glass of Tequila Don Julio Reposado, the first variant he ever created, will be raised in his honour.
“As more consumers are appreciating and seeking out the authenticity and craft of luxury tequila, it’s essential that we share the story of the man that started it all for Tequila Don Julio,” said Jeff Parrott, Director of Tequila Don Julio. Diageo collaborated with Colangelo Synergy Marketing, in partnership with Process Creative, for the ad.
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