The Pico Blvd Group Issues a Master Use License To The New York Times For The Commercial “Don Julio – A Tequila Legend”


Don Julio is a brand of tequila produced in Mexico. It is the eighth largest brand in the United States by volume and eleventh largest in Mexico. It is distilled, manufactured, bottled, sold, and distributed by Tequila Don Julio, S.A. de C.V. from its corporate facility in Jalisco, Mexico. Don Julio Tequila is named after its founder, Don Julio González-Frausto Estrada, who began distilling tequila in 1942 at age 17 and spent the next 40 years improving his craft.

Don Julio Tequila contracted with The New York Times to create a 3 series mini ad campaign to illustrate “The Who”, “What”, and “Where” of their brand. Don Julio Tequila is synonymous with authentic Mexico. The campaign needed music to reflect the same authenticity. The Pico Blvd Group offered various Mariachi tracks via the Mexican Music Archive and was ultimately awarded the license.