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Eighty years ago, Tequila Don Julio founder, Don Julio González defied conventions, leading with the heart and not the head to create the world’s first luxury tequila. In 2022, Tequila Don Julio is marking its 80th year of devotion to tequila making by honouring 80 people shaping contemporary culture and who embody the same level of love for their craft as Don Julio González did for his. Published on TIME.com, the inspiring list of 80 individuals of Mexican heritage from around the world, has been collated not on the basis of fame, wealth or power, but rather celebrates those who pursue their passions and cultivate their crafts all for one reason: Por Amor (for the love).

The Tequila Don Julio 80 list is spotlighting the incredible Mexican community to demonstrate the immeasurable value that Mexico and Mexican individuals are making on modern culture, craft and creativity around the world. Chosen by the brand, the Tequila Don Julio 80 will feature a range of figures including, activist Saskia Niño de Rivera, fashion designer, Victor Barragán, journalist Lydia Maria Cacho, and musician Sofia Reyes along with bartender Julio Xoxocotla and more.

As Tequila Don Julio’s global culture agency, Proud Robinson + Partners were the lead creative agency on this campaign.

“I am incredibly proud of my Mexican roots and heritage, and the core of who I am,” says Sofia Reyes. “Tequila Don Julio has been the staple tequila in my family and my culture for generations so I couldn’t be more honoured to be partnering with a brand that is helping to drive our culture to bigger places. ‘Por Amor’ is my life’s mantra and to be included alongside other Mexicans who also have so much love for what they do, is a remarkable recognition.” 

“I have always proudly expressed Mexican heritage and identity through my designs, using these to challenge the preconceptions and stereotypes around what it means to be Mexica,” says Victor Barragán. “There is so much incredible talent coming out of Mexico right now - the Tequila Don Julio 80 list is proof of just that.”

“Tequila Don Julio’s 80th anniversary is an important milestone for the brand and the perfect moment to honour the incredible legacy of our late founder, Don Julio González and the love he put into building a Tequila brand loved by Mexicans,” says Guilherme Martins, Tequila & Don Julio global marketing director at Diageo. “We are proud to be celebrating the contemporary Mexicans who, like Don Julio González, are leading with the heart to achieve their true purpose.”

In North America, the Tequila Don Julio Fund has pledged $1 million over four (4) years to approved charities whose missions support the communities that have helped build our spirit into the brand it is today. The fund has already provided support to the hospitality industry and helped to empower the next generation of Dons and Doñas, working with ALPFA (Association of Latino Professionals For America) to deliver grants for Hispanic entrepreneurs. 

To mark its 80th year, the brand is now looking for ways to supercharge its positive impact in society, to be announced later in 2022.

To meet the 80 Mexicans shaping contemporary culture, please visit

For more information on the Tequila Don Julio story, please visit .

This branded content list has been created in partnership with the award-winning content studio Red Border by TIME.