Diageo Global Travel has launched a summer campaign for Don Julio, spotlighting tequila cocktails across key European and Americas travel retail hubs.
The Summer of Serve campaign – the first time the Don Julio range is being promoted in travel retail with a focus on cocktail serves over bottle sales – aims to educate travellers on how to create the perfect tequila-based drinks over the summer season.
Diageo is running sampling activations from 1 July to 30 September across major international airports, including Madrid, London Heathrow, London Gatwick, Stansted, Frankfurt, Mexico City and Cancún. The sampling sessions highlight Don Julio’s signature serves with a focus on the Don Paloma and Don Margarita.
In the USA and Latin America, the campaign is centred on ‘Margarita Season’. It celebrates the Margarita which is ranked the third most popular cocktail in the world according to the 2025 Drinks International Cocktail Report.
In Europe, Don Julio is championing ‘We Paloma’, which celebrates the rising popularity of the grapefruit-based cocktail
Diageo Global Travel Managing Director Andrew Cowan said, “Tequila is a big part of cocktail culture right now, and consumers are looking to be inspired and educated to recreate mixologist-quality drinks when on holiday or at home.
“By bringing to life ‘We Paloma’ and ‘Margarita Season’, Don Julio is making it easier than ever for travel retail shoppers to make the perfect tequila-based cocktail.”
Diageo Global Travel said the campaign’s mission is to equip consumers with the confidence and knowledge to craft simple, high-quality cocktails using Don Julio. It seeks to drive deeper engagement with the category through storytelling and education. ✈
