Cover ‘A Love Letter to Mexico’
‘A Love Letter to Mexico’
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Honouring its founder with a short film debut and featuring collaborations with award-winning fashion designer Willy Chavarria, the “Por Amor”campaign aims to bring Mexico to the global stage
Since starting his eponymous tequila distillery back in 1942, the late founder Don Julio González had always followed his heart over his head. From trimming grass around every agave and protecting it from disease to harvesting each plant by hand, he spent the next 40 years devoting his life to the craft, where each decision was made with passion to achieve exceptional tequila.
And he did it purely out of love, for his land, his community and his agaves—which he treated as his own kin. Today, the Don Julio tequila brand he founded has become one of the leading premium brands in the world. And it is honouring and celebrating both modern Mexico and the people who live for love, as did Don Julio, in a new edition of its successful “Por Amor” global campaign. This time around, it has created a short film titled “A Love Letter to Mexico”.
In case you missed it: A night of revelry at Amber Lounge with Don Julio 1942
Above ‘A Love Letter to Mexico’
‘A Love Letter to Mexico’
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Filmed exclusively in Mexico, the campaign features scenes shot in the captivating streets of Mexico City, the lush beach landscapes of Tulum, and the highlands of Jalisco, where Don Julio tequila is made. Bringing the energy to film are prominent Mexican personalities including the likes of Nayeli De Alba (stylist), Flavia Martinez and Thalia Gozhez (photography) as well as JC Molina, who was invited to make his directorial debut with this film.
As part of this new endeavour, the tequila brand also linked up with award-winning Mexican-American designer Willy Chavarria to reimagine the icon of Don Julio González’s famed hat. The incredible pieces, each representing the brand's famous iconography and a cultural symbol of Mexico, made their runway debut at Chavarria’s spring 2024 fashion show in September in New York City.
Don Julio’s “Por Amor” launch goes beyond paying tribute to the birthplace of tequila and its people. Shares Jay Sethi, director of marketing and innovation for Mexico at Diageo: “It also allows us to share with the world that mystical way of being of Mexicans and exalt the origin of tequila, one of the drinks with the greatest cultural roots in the world.”
Follow @TequilaDonJulio on Instagram to learn more about the global “Por Amor” campaign. Avoid Excess. Learn more about the effects of alcohol and be bold responsible in your consumption in, visit www.DrinkIQ.com.
Watch the“Don Julio Por Amor: A Love Letter to Mexico” short film below:
Above Don Julio Por Amor: A Love Letter to Mexico
