UK. Global drinks giant Diageo has unveiled the Tequila Don Julio 1942 in European travel retail in partnership with Dufry-owned World Duty Free at a luxury installation in London Heathrow Airport Terminal 5.
The new expression is available this month at key travel retail locations in Europe and the Americas at an RRP of £178 (US$226) for a 70cl bottle. Diageo will also host a series of activations across different European locations.
In addition, Diageo has partnered with The Moodie Davitt Report for a homepage makeover celebrating the activation and Tequila Don Julio 1942.
The launch of the immersive pop-up at Heathrow Airport featured an exclusive live set from UK-born, New York-based DJ Kayper.
The brand has partnered with Kayper to curate the “soundtrack of your summer,” a playlist created exclusively for this campaign. Shoppers can access the playlist via a QR code in the Tequila Don Julio 1942 pop-up.
Commenting on the event and launch, Diageo Global Travel Managing Director Andrew Cowan said: “We are delighted to bring an icon of luxury tequila and a brand synonymous with special celebrations to travel retail in Europe this summer.
“Tequila Don Julio 1942 will be available to purchase in travel retail stores throughout Europe from this summer for the first time. It’s an incredibly exciting time for this category. Our luxurious temporary experience in T5, we hope, will give travellers just a taste and glimpse of what this brand has to offer.
“It is a truly exceptional liquid created by Don Julio González in 2002 in the heart of Jalisco Mexico to mark 60 years of generational tequila-making. Its heritage and craft speak for itself.”
The launch also featured the brand’s collaboration with Ashlee Major-Moss. The travel and lifestyle content creator designed a bespoke online summer guide that includes DJ sets, restaurant recommendations and scenic locations in Ibiza. The ultimate summer guide to Ibiza is available at Ashlee Major-Moss’ socials.
Diageo Global Head Tequila Don Julio 1942 – Luxury Portfolio and Experiential Kevin Nichols added: “Tequila Don Julio 1942 is a testament to our founder’s passion and love for the agave plant. It is an invitation to savour the finer things in life and share unforgettable moments with those who appreciate the extraordinary.
“1942 is painstakingly crafted using only the finest Blue Weber agave plants – hand-selected and harvested – and aged in American oak barrels for at least two and a half years to develop its rich, distinctive taste.
“The result? A sweet and smooth sip with characterful flavours of oak, vanilla and agave teamed with vibrant notes of caramel and chocolate. If you could bottle the spirit of the season, this would be it – its warming aftertaste recalls the lazy days and heady nights of summer.”
The highlight of the Tequila Don Julio 1942 pop-up is an agave leaf inspired-archway. Guests are invited to sample the liquid at a bar surrounded by a vivid bottle display on slatted shelving bathed in tones of amber bronze metallic and gold. The new expression is best enjoyed on the rocks or neat.
World Duty Free Commercial Director for the UK Eve Fifer said: “We are proud to have been able to work closely with our partners at Diageo Global Travel once again, to deliver this luxurious pop-up which really brings this iconic brand to life.”
Heathrow Airport Retail Director Fraser Brown added: “I am delighted our passengers can explore the iconic world of Tequila Don Julio 1942 to kick off their summer celebrations in luxury. We are committed to offering our shoppers these unique experiences whilst also educating them on responsible drinking, to ensure everyone has a great journey through Heathrow.” ✈
