New Delhi: Don Julio, Diageo India’s luxury tequila brand, has appointed Israel “Isra” Barón as its first Brand Ambassador from Mexico in India, marking a significant milestone in the brand’s efforts to deepen tequila appreciation and elevate cocktail culture in the country.
The appointment comes as Don Julio expands its presence among Indian consumers seeking premium experiences rooted in craftsmanship, culture and authenticity.
Originally from Mexico, Barón is regarded as one of the country’s leading bartenders and brings extensive global experience in tequila advocacy and cocktail innovation. A World Class Mexico Champion 2023, he became the first Mexican and Latin American competitor to finish among the top three globally at the prestigious World Class competition.
Over the course of his career, Barón has collaborated closely with Don Julio across international guest shifts, educational programmes and cocktail experiences, including serving bespoke Don Julio cocktails at the 96th Academy Awards Governors Ball alongside acclaimed mixologist Charles Joly.
In his new role, Barón will lead tequila category advocacy in India, highlighting the craftsmanship, heritage and hospitality associated with Don Julio. Through immersive experiences, educational initiatives and collaborations with the bar community, he will work to strengthen tequila-led cocktail culture while bringing the spirit of modern Mexico closer to Indian consumers.
Commenting on the appointment, 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.”
Speaking on his appointment, 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.”
Don Julio said Barón’s appointment reflects its long-term vision for India, centred on building greater appreciation for authentic tequila through cultural storytelling, craftsmanship and immersive consumer experiences. As the brand continues to expand its footprint, it aims to further strengthen tequila’s position within India’s evolving premium spirits and cocktail landscape
