The Tequila Don Julio Fund will commit $1 million in aid over the next four years to charities whose missions help our community grow stronger. It will make its first contribution on Cinco de Mayo through a combined donation of $125,000 that will be distributed to No Us Without You LA, a nonprofit organization that provides food security for Mexican hospitality workers in the greater Los Angeles area, and Restaurant Workers’ Community Foundation, an advocacy and action nonprofit created by and for restaurant workers.
Through its programs, Tequila Don Julio hopes to inspire people to visit and support their favorite local establishments again. In an online sweepstakes and real-world instant win game promotions, the luxury tequila brand will release $125,000 worth of “Don Julio Cincos” – digital and physical vouchers beautifully designed by Mexican Artist Claudio Límon and inspired by Tequila Don Julio’s Mexican heritage and our support of the hospitality industry. Each one unlocks $5 that consumers are encouraged to spend at a local bar or restaurant of their choice on Cinco de Mayo.
“Tequila Don Julio is a brand rooted in devotion and committed to those we call our familia,” says Christina Choi, Senior VP-Tequila, Diageo North America. “Every day we aim to emulate the values of our founder by serving, supporting and celebrating the people who made Tequila Don Julio the brand it is today. This Cinco de Mayo, beyond our donation to two amazing nonprofits supporting hospitality workers, we hope to also inspire people to support their favorite bars and restaurants themselves.”