Don Julio is one of the most recognizable tequila brands in the world and is currently the second best-selling tequila globally. Over the last decade, global spirits conglomerate Diageo has acquired full ownership of the brand.
In recent years, Don Julio under Diageo has been the subject of allegations claiming that its tequila may not be produced entirely from 100% agave—the raw material required to make tequila labeled as 100% agave. Instead, some have suggested that cold blending or other non-compliant methods may be involved, which would go against the regulations and standards of the CRT (Consejo Regulador del Tequila), the official body responsible for ensuring that all tequila production meets established standards.
The brand has firmly disputed these claims. Motions to dismiss have been filed, and Don Julio has consistently stated that the allegations are false and unsupported.
The Invitation
With that context in mind, I was invited to visit one of Don Julio’s distilleries. There were no contracts, no content requirements, and no strings attached. I accepted with clear intentions: I arrived with questions, skepticism, and a genuine desire to understand their process and see things for myself.
Our group was taken to the La Primavera distillery in Atotonilco el Alto, Jalisco, Mexico, located in the highlands region where Don Julio González founded the brand in 1942. The history and legacy behind Don Julio are undeniable.
In our group were journalists, freelancers, and bartenders. I was the only person whose platform is dedicated specifically to tequila education. That perspective likely influenced how I interpreted what I was seeing, but I came into the tour genuinely open-minded. However, a few important details stood out almost immediately.
What I Saw and Noticed at Don Julio
If you’ve spent any real time around tequila distilleries, you know the smell of cooked agave. It’s unmistakable. During my visit, that aroma was noticeably absent. That alone doesn’t prove anything, but it was something I picked up on right away. From the start, the experience felt highly curated. Workers appeared to be waiting for us, and the normal flow of production seemed paused or staged for our arrival.
Another detail I noticed was that the cogollo - the bitter, waxy core of the agave piña - was not being removed. This isn’t unheard of; some brands choose to not remove it, and doing so does add cost, as it must be chopped out manually, with an axe. Still, I found it noteworthy, as it can have a real impact on flavor.
The distillery has twelve brick ovens in total, but that morning only one was being loaded with cut agave. Under normal circumstances, especially for a brand that sells at a global scale, I would expect to see more ovens in use, if not all of them, as part of a continuous production rhythm. In my opinion, a distillery visit should reflect the real, day-to-day operations. Instead, it felt like we were being shown a carefully selected version of production.
What Don Julio Said (and admitted) About Their Process
As we were guided through the process, the team emphasized that their tequila is made using time-honored methods and traditional practices. When asked directly, they acknowledged that diffusers exist within the broader corporate portfolio, but not for the Don Julio brand specifically. Diffusers are large, industrial extraction machines that use hot water and pressure to strip sugars from shredded agave, allowing for faster, more efficient production than traditional cooking and milling. While they are legal, many agave purists view them as a departure from traditional tequila-making, often associating them with a more neutral, less characterful flavor profile.
They also confirmed the use of certain additives, specifically abocantes, which are allowed in small amounts. In tequila regulations, abocantes refers to permitted additives - such as artificial sweeteners, caramel coloring, oak extract, or glycerin - that can be used to adjust tequila’s taste, color, or mouthfeel. Don Julio indicated they use abocantes to achieve batch-to-batch consistency, which certainly is one reason to utilize these additives.
When we reached the distillation area, we were asked to stop filming. This came after being encouraged to film freely, being told the distillery was an “open door,” and even being provided with Meta glasses to record. The sudden shift felt odd. More concerning to me was the overall length of the visit: the entire distillery tour lasted roughly eight minutes. I’ve never experienced a distillery tour shorter than 30 minutes, and I’ve been to dozens of facilities.
Notably, nothing we were shown directly addressed the skepticism surrounding the brand. The subject simply never came up. Instead, at every opportunity, the phrase “100% agave” was repeated. Any existing allegations were kept completely separate from this visit.
My Impressions After the Visit to Don Julio
Overall, I left feeling disappointed. I don’t hate Don Julio. It’s far from the worst tequila I’ve tried. Personally, I find its flavor profile in aged expressions leans heavily on oak, with a strong barrel-forward character and less depth and complexity than I prefer, particularly at its price point.
The reality is straightforward: Don Julio is one of the top-selling tequilas in the world. People clearly enjoy it and will likely continue to enjoy it. Taste is subjective, and brands do not achieve this level of success by accident. Whether the current allegations are ultimately dismissed or substantiated, the brand will most likely endure, and perhaps continue to grow.
What I can say without hesitation is this: the people behind Don Julio are passionate. The brand ambassador, the distillery staff, and everyone we interacted with genuinely believe in their product. They see Don Julio as a traditionally crafted tequila, and from their perspective, that belief appears sincere. Playing devil’s advocate, in organizations of this size, not every employee has full visibility into every aspect of production, nor insight into how other distilleries operate. It’s entirely possible the Don Julio team are sharing what they sincerely believe to be true based on the information available to them.
Even when I disagreed or pressed with tougher questions, there was no hostility - only conviction.
I did follow up after my visit with additional questions, but weeks later, I’m still waiting for a response.
Beyond the Distillery
During the trip, the brand also highlighted its community involvement. We visited a bakery supported by the company, and I genuinely appreciate seeing large brands reinvest in the communities where they operate. That matters.
We also spent time in places like Tlaquepaque and Guadalajara, learning more about local culture and history. I value those experiences deeply and will never dismiss the importance of honoring Mexican culture beyond the distillery walls.
That said, the trip ultimately felt more like a showcase than a true deep dive. If the goal was to engage skeptics honestly, I would have liked to see more transparency: more time inside active production, more technical detail, and a greater willingness to address the specific concerns that exist within tequila-focused communities.
I don’t believe the brand set out to deceive us. I do believe they showed us exactly what they wanted us to see.
And while I respect their perspective and their passion, I left wishing they had spent a full day truly opening the doors - showing not just the curated story, but the complete process, regardless of what that would demonstrate or refute.
That’s how real trust is built.
Lauren Castano blends 30 years in hospitality, teaching experience, and deep agave expertise, crafting authentic tequila education through Mexico travels, brand collaborations, and certified sommelier-level insight. She is an official reviewer for The Tequila Report. Her observations here are her own.
