La Primavera (NOM 1449), Atotonilco El Alto, Jalisco, Mexico

Don Julio Reposado

Diageo (Don Julio, est. 1942)

Don Julio invented the luxury tequila category. Before Don Julio, tequila was a commodity — cheap, harsh, and destined for margarita mixes. Julio González changed the rules by treating agave like fine wine grapes: planting further apart for full maturity, slow-roasting in 72-hour brick oven cycles, and aging in fine oak. When his sons created a tequila to honor his 60th birthday in 1985, it became the first tequila marketed as a premium sipping spirit. The Reposado expression — eight months in American white oak — strikes the ideal balance: enough barrel time to add complexity without masking the highland agave character that made the brand famous.