Don Julio Appoints Israel Barón as First Brand Ambassador for India

Diageo India's luxury tequila brand Don Julio has appointed Israel "Isra" Barón as its first Brand Ambassador from Mexico for the Indian market, as the company strengthens its focus on premium tequila and cocktail culture in the country.

Originally from Mexico, Barón joins the brand as Don Julio expands its presence among consumers seeking premium spirits and experience-led drinking occasions. His appointment is expected to support tequila education, bartender engagement and consumer awareness through brand-led experiences.

Barón is a World Class Mexico Champion 2023 and became the first Mexican and Latin American competitor to finish among the Top 3 globally at the World Class competition. 

In his new role, he will focus on tequila advocacy, bartender training, cocktail programmes and collaborations aimed at introducing Indian consumers to Mexican tequila traditions while supporting the growth of tequila-led cocktail culture in the country's hospitality sector.

Anchal Kaushal, VP, Customer Marketing, Diageo India, said, "Don Julio has always stood for authenticity, craftsmanship and the spirit of Mexico. 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. 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."

Israel "Isra" Barón, International Brand Ambassador, Don Julio India, said, "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."

The appointment reflects Don Julio's strategy of expanding tequila awareness in India through education, premium hospitality experiences and bartender-led engagement, as the brand continues to build its presence in the country's growing premium spirits market.