In the heart of Mexican culture, where tradition intertwines with innovation, a new jewel emerges in the world of tequila: Don Julio Chile Serrano. This limited edition is not just a drink; it’s a celebration of Mexican identity, a tribute to the authentic flavors that define our land, and a testament to the innovative spirit that characterizes our nation.

A Homage to Tradition and Innovation

Tequila Don Julio, globally recognized for its excellence and commitment to tradition, has taken a bold step with the launch of Don Julio Chile Serrano. This new tequila, available from September 1, 2024, represents the perfect fusion between respect for roots and the courage to explore new horizons in the art of distillation.

The foundation of this unique creation is the award-winning Don Julio Blanco, a tequila that has garnered international recognition, including two gold medals at the recent San Francisco World Spirits Competition. Upon this canvas of excellence, master tequila makers have added a distinctive touch: the vibrant and energizing flavor of serrano chili, an emblematic ingredient of Mexican cuisine.

A Unique Sensory Experience

Don Julio Chile Serrano offers a tasting experience that awakens the senses and evokes the richness of Mexican culture:

• Visual: It presents as a transparent and brilliant liquid, with subtle silver hues reflecting its purity and quality.
• Aroma: As one approaches the glass, fresh herbal notes are perceived, with a distinctive touch of serrano chili that harmoniously intertwines with the characteristic aromas of cooked agave and citrus typical of Don Julio Blanco.
• Flavor: On the palate, this tequila surprises with an initial sweetness that gradually evolves into an alcoholic warmth, culminating in a fresh and spicy finish that awakens the senses.

Beyond a Drink: A Symbol of Identity

Jay Sethi, Marketing and Innovation Director at Diageo Mexico, highlights the importance of this launch:

“Don Julio Chile Serrano is more than a tequila; it’s a celebration of Mexican identity and the authentic flavors that define our culture. In a world where Mexico plays a crucial role, we have created this tequila for Mexicans, honoring one of the most authentic flavors of our land.”

This innovation not only represents a new product in the Tequila Don Julio portfolio; it’s a tribute to Mexican identity, a liquid expression of our history and traditions. Each bottle encapsulates the essence of Mexico: the passion for life, the richness of our flavors, and the warmth of our people.

The Legacy of Don Julio González

Don Julio Chile Serrano is the result of a vision that began decades ago with Don Julio González, the brand’s founder. His love for the land, for his people, for the tequila-making process, for his table, and for his family, has become the beating heart of the brand. This new tequila is a testament to that legacy, a continuation of his relentless pursuit of excellence and unwavering commitment to quality.

An Innovation with Deep Roots

What truly makes Don Julio Chile Serrano special is its ability to innovate while maintaining a deep respect for tradition. It’s a product that looks to the future without forgetting its roots, offering tequila lovers an experience that is both familiar and surprisingly new.

Celebrating Mexican Identity

The launch of Don Julio Chile Serrano strategically coincides with the beginning of September, known as “the most Mexican month” due to independence celebrations. This timing is not casual; it reflects the brand’s desire to be present in the most significant moments of Mexican culture, being a faithful witness to both grand celebrations and intimate moments alike.

A Call to Exploration

Don Julio Chile Serrano invites connoisseurs and the curious alike to embark on a sensory journey. Whether savored neat to appreciate its complex nuances, or as a base for innovative cocktails that enhance its unique character, this tequila promises to be a protagonist on Mexico’s tables and bars.

Availability and Exclusivity

Starting September 1, 2024, Don Julio Chile Serrano will be available at select points of sale and consumption centers throughout Mexico. However, being a limited edition, demand is anticipated to be high among tequila enthusiasts and collectors. The price of Tequila Don Julio Chile Serrano will range between 850 to 1,000 Mexican pesos at Mexico retailers, depending on the self-service chain or wine and spirits distributor. It will also be available on well-known marketplaces.

Don Julio Chile Serrano is not just a new product in the market; it’s a declaration of love for Mexico, a celebration of our identity, and an invitation to explore the bold flavors that define our culture. With each sip, consumers will not only taste an exceptional tequila but will also participate in an experience that honors the past, celebrates the present, and looks enthusiastically towards the future of Mexican tequila tradition.

In a world where authenticity is increasingly valued, Don Julio Chile Serrano stands as an ambassador of Mexican identity, reminding us that the most powerful innovation is one that is deeply rooted in our most cherished traditions. It is, without a doubt, a tequila made in Mexico, for Mexico and for the world, ready to conquer palates and hearts with its unique flavor and indomitable spirit. Would you dare to try it?