“When You Have Passion You Have Everything”

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October 30, 2015

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NEW YORK, Oct. 30, 2015 /PRNewswire-HISPANIC PR WIRE/ — Don Julio Gonzalez began his passionate pursuit to create the world’s original luxury tequila in 1942. Now, three years after his passing, the brand that Gonzalez founded is commemorating his determination and passion by releasing “The Legend of Don Julio Gonzalez Video.” The three-minute video allows a rare first-person glimpse into the story of how Tequila Don Julio was founded, as spoken by the man himself in his last known interview conducted with tequila expert Tomas Estes. Released for Dia de los Muertos, a traditional Mexican day dedicated to honoring the deceased, The Legend of Don Julio Gonzalez Video celebrates the life of the man with vision, passion and integrity and his extraordinary foresight and actions that led to the creation of Tequila Don Julio.

Throughout his life, Don Julio worked tirelessly, neither allowing himself to fail nor succumbing to adversities. This November 1^st, Tequila Don Julio is remembering his unique tequila-making journey with this special video by sharing the original story of the man whose ventures paid off to forever revolutionize the tequila industry. From standing in front of a powerful business man to garner the loan that would kick-start the build of the La Primavera distillery, to planting his agave further apart in order to absorb more nutrients and thus allowing them to reach full maturity, yielding a better crop, Don Julio Gonzalez’s efforts led not only to the creation of Tequila Don Julio, but also to a new era of luxury tequila production. The result today is an esteemed portfolio of six variants, all crafted to be enjoyed responsibly with friends and family. By showcasing his poignant personal journey, The Legend of Don Julio Gonzalez Video showcases that it is possible to overcome obstacles when you have determination and passion.

“The Legend of Don Julio Gonzalez Video honors the legacy of our founder, and we’re proud to honor him on Dia de los Muertos in celebration of his life and passion,” says Tequila Don Julio Director, Jeff Parrott. “As more consumers are appreciating and seeking out the authenticity and craft of luxury tequila, it’s essential that we share the story of the man that started it all for Tequila Don Julio.”

In addition to the decorated altars, food and music, it is traditional to enjoy the worldly items that ancestors once enjoyed, so we raise a glass this Dia de los Muertos to the man himself, a glass of Tequila Don Julio Reposado, which was the first variant he created in the Tequila Don Julio portfolio. The brand has come a long way since then, now offering six exceptional and innovative variants ranging from the un-aged Blanco (SRP $45) through to Tequila Don Julio REAL (SRP $350), a leader in the Extra-Anejo category.

Diageo collaborated with Colangelo Synergy Marketing in partnership with Process Creative, Inc. to create The Legend of Don Julio Gonzalez Video, which can be viewed on the Tequila Don Julio YouTube channel.

For more information on the brand please visit www.donjulio.com. Find us on Facebook and Instagram @donjuliotequila and on Twitter @donjulio.

About Diageo:

Diageo is the world’s leading premium drinks business with an outstanding collection of beverage alcohol brands across spirits, wines and beer categories. These brands include Johnnie Walker, Crown Royal, J&B, Buchanan’s and Windsor whiskies, Smirnoff, Ciroc and Ketel One vodkas, Baileys, Captain Morgan, Tanqueray and Guinness.

Diageo is a global company, with its products sold in more than 180 countries around the world. The company is listed on both the New York Stock Exchange (DEO) and the London Stock Exchange (DGE). For more information about Diageo, its people and its brands, visit www.diageo.com. For Diageo’s global resource that promotes responsible drinking through the sharing of best practice tools, information and initiatives, visit www.DRINKiQ.com.

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