How Don Fulano Tequila Maintains Authenticity Through Generations Of Agave Farming

Don Fulano’s journey began long before its first bottle was distilled in December 2002. Founded by Enrique Fonseca and Sergio Mendoza, Don Fulano Tequila traces its roots back 140 years to the highlands of Jalisco, Mexico, where their great-grandfathers began cultivating agave.

Today, Don Fulano is one of the last family-owned tequila brands that is fully self-sufficient in its agave supply.

“Everything about Don Fulano is rooted in its history,” Sergio Mendoza, co-founder of Don Fulano Tequila, tells Forbes. “Tequila as a category has had its great moments pretty much in the same time frame: first came the revolution, which was an agrarian and political movement; then came the cultural revolution with all the muralists, novelists, poets and filmmakers that searched to find the real identity of the new Mexico that was emerging from the clash of two completely different civilizations.”

This deep connection to the land and the agave plant is central to Don Fulano’s philosophy. The brand’s commitment to quality begins with hand-selecting mature agave—from only Maduro and Pinto agave plants—each harvest, followed by a dual distillation process refined through generations. This approach not only ensures high-quality ingredients free of additives but also allows the tequila to capture the essence of the land from which it originates.

“The agave plant has always been central to Mexico and its history and of course agave spirits were part of it,” Mendoza says. “Today, we very much do the same: farm agave and produce a product that reflects our land as closely as possible. Of course, we face many challenges as every farmer does, but we try hard to keep as close and as simple a connection with the source.”

The brand’s commitment to authenticity is further emphasized by its membership in Tequila Matchmaker’s Additive-Free alliance.

“For us, tequila is all about the agave, and the yeast and water that necessarily come into play together with heat and time,” Mendoza explains about the significance of the additive-free process. “If we honestly talk about spirits, we can't really talk about synthetic additives that just make something taste like something else.

And one of Don Fulano's core distinguishing factors is its 100% self-sufficiency in agave supply. This autonomy allows the brand to maintain consistent quality and authenticity, even in challenging times.

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“In an ideal world, tequila makers don't necessarily have to farm their own agave,” Mendoza says. “But in hard times, it certainly comes as a blessing to be able to farm your own raw material because quite simply everything else depends on it.”

The use of estate-grown mature agave, proprietary yeast and natural spring volcanic water is a hallmark of Don Fulano’s production process. These elements contribute to the unique flavor profile of their tequilas, each expression offering a distinct taste experience. From the robust Blanco to the complex Imperial, Don Fulano’s tequilas cater to a variety of palates and occasions.

Produced at the Tequileña distillery in Tequila, Don Fulano’s portfolio currently includes five expressions: Blanco, Fuerte, Reposado, Añejo and Imperial, ranging from $54.99 to $219.99 in suggested retail prices.

“All Don Fulano expressions are rooted in the same agave fields and with a very similar process,” Mendoza says. “They are just different cuts or segments of time that work amazingly in different situations, moods or timings.”

But even with a commitment to preserving tradition and heritage, the company still maintains some individuality. The name Don Fulano, roughly translating from Spanish to English as “a gentleman of unknown or undisclosed identity,” reflects a playful departure from the industry norm of naming tequilas after their makers.

Looking toward the next century

Maintaining a family-owned tequila business in today’s competitive market is not without its challenges.

“It has certainly required patience because today's world is so loud, and whoever makes the most noise is always heard first,” Mendoza acknowledges.

However, he remains optimistic about the future of Don Fulano, attributing the company’s success to the support of the industry and the appreciation of consumers who value authenticity and quality.

“For us, it has always been the industry that has supported us,” Mendoza says. “And through them, we have found our way to the consumer, who once exposed to authentic products always responds positively.”

ORIGINAL article here: How Don Fulano Tequila Maintains Authenticity Through Generations of Agave Farming.