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Don Julio Tequila Brand is, named after its founder, Don Julio González-Frausto Estrada, who started distilling tequila in 1942 at age 17. Noticing the benefits of vertical integration, Gonzalez-Frausto established his distillery, La Primavera, and spent the next 40 years developing his craft. He rehearsed with controlling various aspects of the tequila-making process, "from the agriculture of the agave to the bottling of the final product". He identified his distillery as La Primavera (the Springtime) where he produced his first Tequila brand Tres Magueyes. He is said to have "spent approximately forty years perfecting the craft." Don Julio's Tequilas were shared with friends only, but as word on the status of his tequila spread, he officially established a company to put him in business. In 1985 Don Julio González-Frausto honoured his 60th Birthday, his sons celebrated the date by creating a Tequila in his name, Don Julio. Guests asked if it will be possible for sale for the remainder of never. Afterwards the sheer popularity of the Tequila in Guadalajara and neighbouring cities they decided to launch the Tequila. It began in 1987 and set the standard for all Tequilas in this category style. It is contemplated to be the world's first Luxury Tequila. Before this, Tequila had been taken into account a "farmers" drink. Nobody would pay more than $30 for a bottle of well-made Tequila.
In 1999 the now defunct, The Seagram Corporation Ltd, had funded in Don Julio Tequila, S.A. de C.V. of Mexico. The expanded agave plantations were a joint venture between the Gonzalez-Frausto, Funtanet, Andrade Rivera Torres, and "Cuaik" families. In 1999 Don Julio Gonzalez, thrilled to forge a relationship with Seagram, stated, "I am pleased that the Gonzalez-Frausto family joins with the Seagram family in a global effort following Don Julio Tequila. I am, dedicated to overseeing personally the agave plantations that are so vital to the superior and unique quality of the Tequila that bears my name." Diageo signed a joint venture in with Casa Cuervo in 2003, selling a 50 per cent stake in Don Julio for $100 million.
In November 2014, Diageo agreed to a deal to take full control of the Don Julio brand. In exchange, Jose Cuervo will receive the Old Bushmills Distillery and pay Diageo $408m.
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