Atotonilco, Jalisco, Mexico - Don Julio González Estrada, the industry legend who was the founder of Tequila Don Julio and the man who helped make tequila a lucrative export for Mexico, passed away from natural causes at his home in the western state of Jalisco on Tuesday, March 20th, at the age of 87.

Mr. González’s passion, devotion, and innovative thinking changed the world’s perception of tequila. His namesake brand, Tequila Don Julio, created in 1951, was the world’s first luxury tequila and one of the first premium tequila brands credited with popularizing the spirit outside of Mexico.

After building the notoriety of Don Julio in the United States and Europe, Gonzalez Estrada sold the brand to Diageo PLC in 2005 for an estimated $3.9 million USD, at time of sale.

The sale didn’t mark the end of his involvement in the industry, however, as he and two of his sons initiated the making of a new tequila under the label Reserva de los Gonzalez.

As with Don Julio, the family's more recent endeavor is synonymous with perfection in tequila. His main ingredient was always passion and passion above all else defines excellence.