JALISCO, Mexico – As we celebrate Hispanic Heritage Month, we’re taking you to the heart of tequila country in Jalisco, Mexico.

It was a trip I never expected to make, but I found a gem deep in the heart of Jalisco in tequila country.

There, the founding family of the world-famous Don Julio brand is nurturing a generational legacy, pouring their passion and pride into every bottle.

What you are about to see is how they’re creating a new sanctuary for Mexico’s most iconic spirit.

In the highlands of Jalisco, Mexico—the heartland of tequila—a legacy is being reborn.

For Francisco Gonzalez, tequila isn’t just a business; it’s in his blood. His family founded the world-renowned Don Julio brand. Now, with their new venture, Reserva de los Gonzalez, he’s continuing a lifelong passion.

We arrived at the small town of Atotonilco, outside of Guadalajara, to find a hidden gem.

Further up in the highlands is the new home for the Gonzalez tequila after they sold the Don Julio brand.

“Since I was a little boy, I loved the business. I love the agave, the fields, and the ranch,” said Gonzalez. “I grew up here on the ranch We have a soccer field in front of our house inside the distillery, so it was our playing room. So I fell in love with the process; I love the business.”

It’s a process he and his father helped perfect, transforming tequila from a simple spirit into a symbol of Mexican pride, enjoyed around the globe. For him, each bottle is a representation of his country’s greatness.

“When my father it was a big change for the industry in the quality of the tequila,” said Gonzalez. “We didn’t want to be just a distillery; we wanted to create a sanctuary for the tequila. Something to represent the tequila and its greatness.”

But that sanctuary faced its greatest challenge during the pandemic. Supply shortages and the tragic loss of team members made it the hardest time in the family’s history.

“COVID was a we have people, companions that we love, that passed away so it was very, very, very difficult to keep the quality that we love It was hard. In the end, we made it, but it was a big challenge,” said Gonzalez.

Now, in a post-COVID world, Gonzalez says there’s a renewed appreciation for tequila. His mission is to teach people to move beyond the shot glass—to sip, savor, and, most importantly, to share.

“How do you drink the tequila? The best way is with a tequila glass and share it with friends. That’s the best way,” said Gonzalez.