Mural by Claudio Limon on Gerardo's Drive-In in Houston
This past weekend, Tequila Don Julio celebrated the launch of its new campaign For Those Who Know, a campaign that celebrates Mexican culture and the moments we share with those we love.
Maite Perroni
The event featured international/Mexican muralist Claudio Limon, who brought to life the story of a Houston restaurant owner with a special mural on the establishment’s walls telling the story of the family. Celebrating 42 years in business, Luis Lopez, owner of Gerardo’s Drive-In, immigrated from Michoacán as a butcher before ultimately becoming a restaurant owner.
The event also included a special guest appearance by Mexican actress/singer Maite Perroni, who shared her profuse love and pride for Mexico (and Tequila Don Julio) during a speaking program celebrating the campaign, the restaurant and Mexican culture.
Also in attendance was renowned Mixologist Mica Rousseau, who curated a special drink menu to complement the restaurant’s food offerings, including a special bean-based cocktail.
About ‘For Those Who Know’
Tequila Don Julio is helping people celebrate the authentic taste of Mexico with the introduction of its new For Those Who Know campaign. The campaign merges the rich history behind the Tequila Don Julio brand with the creative artistry of Mexico’s most talented to celebrate the legacy of authentic Mexican family establishments that embody the spirit of being a community meeting point for those who know.
What is ‘For Those Who Know?’
There are some who have figured out what life is all about. They know that the secret is in what you value most: The real. The genuine. What they treasure most are the moments spent with real friends and family, no matter where they are. What they need is what they have, and it follows that everything that is part of those moments should be just as genuine as the moments and bonds created – including their Tequila.
To celebrate the For Those Who Know campaign, we’ve partnered with Mexican artist Claudio Limon to depict the personal heritage stories of an authentic Mexican eatery. Gerardo’s Drive-In has a legacy of celebrating Mexican culture, bringing the authentic flavors of Mexico to its neighborhood, is beloved by the community, and has a unique story that embodies the spirit of For Those Who Know.
About Claudio Limon (Muralist)
To launch the new ‘For Those Who Know’ campaign, Tequila Don Julio teamed up with international artist Claudio Limon to create a special installation depicting the story of Gerardo’s Drive-In. A native from the state of Jalisco in a town just outside of the Tequila Don Julio distillery, Claudio began his studies in painting at age 10 before taking on a career of design. Inspired by the richness of Mexican popular culture, Claudio believes colors are a fundamental part of inspiration.
About Gerardo’s Drive-In (Restaurant)
Run by owner Don Luis Lopez and his son Gerardo Lopez. The restaurant opened in 1977 and has been Houston’s go-to for authentic Mexican-style barbacoa. Originally from Michoacán, Gerardo immigrated to the US in 1965 where he quickly began his journey as a butcher and the culinary hands behind some of Houston’s most recognizable establishments, until ultimately opening a restaurant of his own. To this day you can find Don Luis greeting customers from behind the counter, reflective of his hard work, dedication and passion for his food.