Former Diageo World Class Mexico champion Israel Barón has taken up the brand ambassador role for Don Julio Tequila in India.
Barón, who often goes by ‘Isra’, is Don Julio’s first brand ambassador from Mexico in India.
Diageo launched Don Julio’s portfolio in India in December 2023; first with its blanco and reposado expressions, and then later in the month with añejo and 1942.
The move is said to reflect Don Julio’s long-term vision for India and comes as the brand strengthens its presence in the market.
“Isra’s appointment as our first brand ambassador from Mexico in India marks an exciting milestone in our journey to elevate Tequila culture in the country,” said Anchal Kaushal, vice-president of customer marketing for Diageo India
“His expertise and passion for the category will help drive greater awareness, celebrate the spirit of modern Mexico, and create elevated consumer experiences through cocktails, bartending advocacy and immersive brand experiences.
“We believe his presence will inspire both consumers and the bar community to discover Don Julio in a more meaningful way.”
Barón was crowned Diageo World Class Bartender of the Year for Mexico in 2023, representing the nation at the competition’s global final in Brazil.
He also collaborated with Charles Joly to create and serve Don Julio cocktails at the 96th Academy Awards Governors Ball in 2024.
Diageo India said he will ‘bring Indian audiences closer to Mexican Tequila culture while helping put bars and Tequila-led cocktail culture at the forefront of India’s evolving premium drinking landscape’.
Barón added: “For me, Tequila has always been much more than a spirit – it is a reflection of Mexican culture, craftsmanship and hospitality. Every bottle tells the story of the people, traditions and passion behind it.
“Joining Don Julio in India is an incredible opportunity to share that story with a market that is increasingly embracing premium experiences and a vibrant cocktail culture.
“I look forward to showcasing Tequila’s versatility through exceptional cocktails, celebrating the artistry behind every serve, and creating meaningful experiences that bring the spirit of Modern Mexico to life.”
India was one of the markets recently spotlighted by the IWSR as one to watch for Tequila, as volumes were flat last year in the category’s biggest market, the US.
IWSR data also revealed that Tequila volumes in India grew at a compound annual growth rate (CAGR) of 32% from 2019 to 2025, and are forecast to rise by 13% by 2030.
Don Julio is the world’s second-biggest selling Tequila according to data compiled from The Brand Champions 2026 report. The brand moved 4.5 million nine-litre cases in 2025.
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