MEXICO. Diageo Global Travel has unveiled a limited-edition Don Julio 1942 bottle design celebrating Mexican art and culture, created in collaboration with local artist and long-time brand collaborator Claudio Limón.
The bottle, launched exclusively with Avolta in Mexico on 15 October ahead of Día de Muertos celebrations, features ‘The Night Carnival’, an original design inspired by the colour and energy of the festival.
The channel-exclusive bottle is available at Mexico City, Cancún and Guadalajara airports, with a wider travel retail roll-out scheduled for January.
Don Julio 1942 is bottled at 40% ABV and available in a 700ml format, with a recommended retail price of US$170.
The collaboration responds to growing demand for discovery and exclusivity in duty free, with almost one-third of shoppers seeking exclusive or limited-edition products (source: m1nd-set Shopper Study 2025).
Gifting is also an important purchase driver, with the limited-edition Don Julio 1942 positioned as both a gift and a souvenir for travellers.
The duty-free launch is supported by a campaign spanning the traveller journey, engaging consumers before they reach the airport and inside the terminal.
In Mexico City and Cancún, digital Out of Home and advertising with Uber is building awareness, complemented by airport activations across all three locations. These include sampling, personalisation and digital experiences for travellers.
Limón grew up near Don Julio’s distillery in Jalisco, and he has previously worked with the brand on murals, installations and campaigns across Mexico and the USA.
Diageo Global Travel Managing Director Andrew Cowan said, “We know the power of storytelling, sense of place and exclusivity when it comes to engaging people in spirits duty-free.
“Through this exciting collaboration we are not only sharing the story of Mexico and a piece of its rich culture with travellers from all across the world, but we are also offering passengers the chance to buy and enjoy something unique.
“It’s a bottle we hope people will want to discover for themselves, gift to someone else, or take home as a reminder of their journey.”
Avolta Global Head of Liquor David de Miguel noted: “Our partnership with Diageo continues to bring exciting and exclusive experiences to travellers. We are delighted to collaborate on the launch of this limited-edition Don Julio 1942 design in Mexico, bringing together an iconic premium tequila with a celebration of Mexican art and heritage.
“Through engaging in-store activations and personalised experiences, we are proud to support Diageo in showcasing this unique collaboration and bringing it to life for travellers.”
Limón commented: “I grew up in Arandas, a small town in Jalisco, Mexico, just down the road from where Don Julio González began his journey. I was always surrounded by the vibrant colours of our landscapes and the traditions that define our culture.
“I always dreamed of sharing my art with the world, and now, with The Night Carnival, I feel I can share my vision by capturing the energy of Mexico when night falls. At night, everything becomes special, and the way we celebrate as Mexicans is pure magic.”
He added, “Collaborating with one of my favourite tequilas, Don Julio 1942, is an honour because it gives me the opportunity to share my pride in being Mexican through my art on such an iconic bottle that represents the very best of Mexico.” ✈
