Don Julio® Overview

create desire The three reasons to believe in the brand
pioneer
quality
Don Julio Gonzalez pioneered
the world’s first ultra premium
tequila from 100% agave.
The only ultra premium tequila
to own and hand craft the
whole process from premium
agave plant to bottle.
MEXICO’S NO.1
Biggest selling ultra premium
tequila in the home of tequila,
Mexico.
15 SECONDS
tell a story
4
Using information from the bottle
Copper-lined pot stills
Don Julio is distilled in copper-lined
pot stills in small batches, with the batch
number on the bottle, giving un-aged
Don Julio Blanco a fresh citrus sweet
1
flavour.
Named after founder
Did you know Don Julio is named
5
5
after the founder, and he pioneered the
world’s first ultra premium tequila from
reclaimed whisky barrels. 8 month Don
6
1
Half a century of
perfection
Julio Reposado reveals honey aromas &
a chocolate/vanilla taste.
2
6
He opened his first distillery in 1942, and
was the first to harvest the agave plants
individually by hand to ensure ripeness.
Blue agave plants
Unique bottle
Don Julio was the first to use a short,
square bottle, so guests could see each
7
3
Don Julio’s older tequila’s are
aged longer than most producers, using
100% Weber Blue agave?
2
Slow cooking
3
4
Growing agaves exclusively in the
Highland soil of ‘Jalisco’ Mexico provides
a sweeter style of tequila, and Don Julio
other over the dinner table, as tequila
bottles were traditionally tall…
7
Mexico’s favourite
luxury tequila
…no wonder it is the biggest selling
‘steam roasts’ the agaves for 3 days,
luxury tequila in the home of tequila…
before distilling the sweet juice.
Mexico…Salud!
30 SECONDS
delight the senses Enjoy the flavour and perfect serve
Fresh citrus
& sweet
flavours
Shake 1¼ oz. (37.5ml) of
From the best mixologists in the world, the Don Julio
Don Julio Blanco 1 oz.
Luxury Drop™ combines the highest quality ingredients
(30ml) fresh lime juice,
with a social ritual, served in a refined shot glass.
Don Julio® Blanco is best
Grand Marnier® Liqueur.
enjoyed in The Don’s
Strain into a rocks glass
Margarita...
with ice. Garnish with a
¼ oz. (22.5ml) simple
syrup and ¼ oz. (7.5ml)
lime twist.
14.22g alcohol/
1.8 standard drinks
Agave Drop
Shake 1½ oz. (45ml) of Don Julio Blanco, ½ oz. (15ml)
agave nectar, ½ oz. (15ml) freshly squeezed lime juice
with ice and strain into an ice-filled glass. Garnish with an
angled lime wedge. Clink glasses with your friends, say “To
the Don”, bite the lime wedge and drink the Agave Drop.
14.22g alcohol/1.8 standard drinks
15 SECONDS
A Don Julio®
CONVERSATION...
Dealing with objections...
Remember: Acknowledge, Clarify, Reframe or Re-Model and Resolve.
“I just don’t
like tequila”
“I really don’t like tequila.
It’s too harsh tasting.”
“Did you know that Don
Julio is a tequila pioneer
who even today handharvests blue agave plants
and uses copper pot stills,
and has over 70 years of
experience?”
“I don’t
know how
to drink it”
“And what that means to
you is that unlike many
tequilas, this gives drinks
made with Don Julio a
silky smooth texture and
fresh taste.”
“Tequila is
too strong”
“Good morning and
welcome to our
World Class brands.
My name is...”
“Normally only as a
slammer or shot. I’d have
to buy the best.”
“So that you get the most
out of your experience
today, can I ask you how
you enjoy your tequila?”
ASPIRATIONAL
establish motivation
“If you’ve heard of margarita
you’ve heard of tequila and
Don Julio is Mexico’s No.1...”
“And what that means to
you is that when you walk
away with this bottle you
know you’ve chosen the
very best.”
STATUS (NEW MONEY)
“I don’t drink it often but
when I do it’s at a party.”
welcome
“A tequila of this quality makes
a perfect margarita or let me tell
you about our Luxury Drops...”
“I used to think exactly the same
way before I tried Don Julio.You
have to experience it yourself.”
“I’ve never
heard of it”
DISCERNING (OLD MONEY)
“Did you know that
tequila can only be made
in Mexico and Don Julio
is the biggest selling
luxury brand of tequila?”
“Don Julio is a tequila of exceptional
quality, but if you’re certain try a
vodka like Ketel One or Cîroc.”
define shopper
“Did you know that Don
Julio was the first person
to design a short, square
bottle so that guests could
see each other over the
dinner table (tequila bottles
were traditionally tall)?”
create desire
“The best way to enjoy
this tequila is either in the
Don’s margarita or in a
Luxury Drop™…”
“And what that means to
you is that you can put
not only a great design
but also a great tasting
tequila at the centre of
your parties.”
propose benefit
“Before I take you to the
till is there anything else
I can show you from our
World Class Collection?”
the close
the sale
THE TRINITY PITCHES 36
Don Julio® Reposado
(aged 8 months) has
chocolate & vanilla
flavours
Don Julio® Añejo
(aged 18 months) has
notes of red fruit &
butterscotch
Don Julio® 1942
(aged 2½ years)
has hints of nuts &
tropical fruits
™
Don Julio® Real
(aged 3 years) has
dried fruit & honey
characteristics
™