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Eighty years ago, Tequila Don Julio founder, Don Julio González defied conventions, leading with the heart and not the head to create the world’s first luxury tequila. In 2022, Tequila Don Julio is marking its 80th year of devotion to tequila making by honouring 80 people shaping contemporary culture and who embody the same level of love for their craft as Don Julio González did for his. Published on TIME, the inspiring list of 80 individuals of Mexican heritage from around the world, has been collated not on the basis of fame, wealth or power, but rather celebrates those who pursue their passions and cultivate their crafts all for one reason: Por Amor (for the love).

The Tequila Don Julio 80 list is spotlighting 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. Chosen by the brand, the Tequila Don Julio 80 will feature 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 and more.

As Tequila Don Julio’s Global Culture agency, Proud Robinson + Partners were the lead creative agency on this campaign.

“I am incredibly proud of my Mexican roots and heritage, and the core of who I am,” says Sofia Reyes. “Tequila 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.”

“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.” says Victor Barragán. “There is so much incredible talent coming out of Mexico right now - the Tequila Don Julio 80 list is proof of just that.”

“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.” says Guilherme Martins, Tequila & Don Julio Global Marketing Director at Diageo. “We are proud to be celebrating the contemporary Mexicans who, like Don Julio González, are leading with the heart to achieve their true purpose.”

In North America, the Tequila Don Julio Fund has pledged $1 million over four (4) years to approved charities whose missions support the communities that have helped build our 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, the brand is now looking for ways to supercharge its positive impact in society, to be announced later in 2022.

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

ABOUT TEQUILA DON JULIO
Founded on the pioneering agricultural principles of Don Julio González and his personal pursuit of perfection, Tequila Don Julio revolutionized the tequila industry and set the standard for ultra-premium tequila. A tequila brand loved by Mexicans, Tequila Don Julio uses only the highest caliber, fully matured and ripened Blue Agave that has been hand-selected from the rich, clay soils of the Los Altos region of the state of Jalisco. The Tequila Don Julio portfolio includes Tequila Don Julio Blanco, Tequila Don Julio Reposado, Tequila Don Julio Añejo, Tequila Don Julio 70, Tequila Don Julio 1942, and Tequila Don Julio REAL.

ABOUT ALPFA
ALPFA (Association of Latino Professionals For America) was the first national Latino professional association in the United States, established in Los Angeles in 1972. Throughout our 47-year history we have experienced steady growth and demonstrated consistent value. ALPFA continues to build upon its proud legacy with a mission: To empower and develop Latino men and women as leaders of character for the nation, in every sector of the global economy. Over the last two years, ALPFA has increased its visibility and membership value through a digital transformation that is helping inspire ambition and elevate the impact the organization and its supporters make in the community. An impact that can be seen through the funding of scholarships, educational resources provided, and the visibility for its members.

ABOUT PROUD ROBINSON + PARTNERS
Proud Robinson + Partners is an award-winning, culture first creative agency helping brands and businesses prove their true value in the real world. Proud Robinson + Partners has offices in London, Brighton & Amsterdam and is a proud member of The Brewery group.