Meet Karina Sanchez Huitron. Karina is the Global Brand Ambassador for Don Julio Tequila. A Tequila educator, a spirits judge, an adventurous eater and chemical engineer by trade, Karina uses education and creativity to share Tequila with the world.
One of Mexico’s most iconic Tequila producers Don Julio was founded by Don Julio González in 1942. Known for his innovation and passion from plant to pour, Don Julio González started his journey in tequila 80 years ago and is enjoyed in over 40 markets. In the highlands of Jalisco he planted his agave plants further apart to innovate in plantings and elevated the standards of Tequila.
Karina Sánchez Huitrón is the newly appointed Global Brand Ambassador Don Julio. Before her current position Karina was a Tequila blogger in 2017. She was invited by the Mexican Tequila Chamber to be in charge and manage the promotion strategy for the tequila category to be known worldwide. Here she had the opportunity to work with over 60 tequila brands working alongside global embassies, consulates, and trade offices to educate and enlighten consumers on the Tequila.
One of the most important achievements in Karina’s career was the design, development and launching of the first National Tequila Day celebration in Mexico, including the first Tequila Cocktail Week to strengthen Tequila Cocktail trends. National Tequila Day is July 24th.
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“In my family, it has always been a tradition to celebrate special occasions with Mexican food, Mexican music and tequila. Tequila is part of the culture in which I grew up and to me, it means celebration and appreciation of good moments.”
Based in Guadalajara, Jalisco Mexico Karina connects and communicates around the world to share the Don Julio story. She educates trade and consumers on the distinct craftsmanship and taste profile of Don Julio Tequila. With a degree in chemical engineering she understands the distilling process and loves to share the Don Julio story with the world.
Don Julio Reposado was the World’s first luxury tequila. Don Julio Tequila is still produced in La Primavera distillery, where it all started 80 years ago. Made from agave and water (as well as a special yeast strain used in fermentation), Don Julio Tequila still uses traditional masonry ovens to roast agave and still pots to distill the spirit. A product with a Denomination of Origin Tequila is a distilled beverage made from the Agave tequilana Weber Blue Variety. With five classes of tequila: Blanco, Joven, Aged, Extra aged, Ultra aged, there is a taste profile for any fine spirits lover to taste, enjoy and collect in the Don Julio collection.
From 2020 to 2022 global love for tequila grew. Overall, consumption habits around Tequila changed during the pandemic. People had the chance to pause and explore new things on their own terms. For example, consumers began to create and learn to make their own tequila cocktails at home, bars launched different cocktails to-go and drinking experiences turned into at-home occasions with relatives and closest friends. People were even learning about Tequila from the comfort at their home with virtual tastings and classes.
Karina is currently responsible for engaging customers, bartenders, and consumers from all over the world about the story about the Don Julio brand. When it comes to Tequila Karina says there is a lot to learn. She suggests sticking with the basics. Start by understanding how and when to drink it, what the perfect serve is, what the main attributes are for each type of Tequila, and then of course understanding why you should drink Don Julio Tequila above all other brands.
“I love visiting different countries and traveling all over the world to share knowledge and inspire people to love Don Julio Tequila”. In every place I visit, I can also learn a lot about different trends, cultures, and people.”
To get to know her a little bit more I ask her if she’s done anything adventurous she says
eaten insects such as scorpions, crickets, beetles and ants and I wonder what Don Julio Tequila she would pair with those culinary surprises. She’s also a single mother and raised her 15 year old son – which she says is an adventure every day!
Don Julio has a strong commitment to giving back to their communities. The Tequila Don Julio Fund* was established to help take care of our own community with a commitment of $1 million over the next four (4) years to approved charities whose missions support the communities that have helped build our spirit into the brand it is today.
Diageo also launched the ‘Raising the Bar’ program, an initiative that supports pubs and bars via the Diageo Bar Academy platform with digital training resources to guide bar owners and bartenders on how to navigate the changes in the industry and successfully operate their businesses. There is also a global program called ‘Smashed,’ dedicated to preventing alcohol misuse around the world. Don Julio also has a ‘Learning for Life’ program to support vulnerable young communities to develop hospitality skills to shape a better future for themselves.
