Welcome to the latest edition of The Well—a 4-minute breakdown of the stories behind your favorite alcohol brands. This week, we’re diving into the glamorous world of Don Julio 1942, the tequila that’s not just a drink, but a celebrity in its own right.
The Story Behind Don Julio 1942
Don Julio 1942, known simply as “1942” among its fans, has become a fixture in the world of A-listers and hip-hop artists. Its sleek, agave-leaf-shaped bottle is as much a status symbol as it is a container for this smooth sipping añejo. But this tequila’s story goes beyond its star-studded associations.
The Rise to Fame
Launched in 2002 to commemorate 60 years since Don Julio González founded the brand, 1942 has enjoyed a unique journey to fame. Initially, it was a niche product, sold almost by hand to select “culture makers” and celebrities through intimate tastings and personalized gifts. Over time, it has become a staple in the mainstream market, flying off shelves despite its $150-plus price tag.
The Secret Sauce
What makes 1942 so irresistible? According to Christina Choi, senior VP of Don Julio, it’s all about the liquid inside the bottle. With its distinctive vanilla and hazelnut notes, 1942 appeals to both bourbon drinkers and agave purists. It’s this unique profile that has made it a favorite in tech startup hubs and beyond.
Cultural Phenomenon
From tech bros to venture capitalists, and now the general drinking populace, everyone seems to want a piece of 1942. The bottle has made appearances in films like “Molly’s Game” and TV shows like “Billions,” further cementing its status as a cultural icon. Musicians from Meek Mill to Roddy Ricch have name-dropped 1942 in their lyrics, amplifying its allure.
Keeping Up with Demand
Despite selling over 200,000 cases annually, Don Julio 1942 is still hard to find. Retailers can’t keep it on the shelves, and its popularity spans from Los Angeles to Alaska. The demand has skyrocketed, with fans willing to go to great lengths to secure a bottle.
So, next time you spot a bottle of Don Julio 1942, know that you’re not just holding a tequila, but a piece of celebrity culture, a testament to craftsmanship, and a drink that has captivated millions. Cheers to the unicorn of tequilas.
