INDIA. Tequila Don Julio 1942, part of Diageo Group, has made its Indian travel retail debut in Mumbai Chhatrapati Shivaji Maharaj International Airport with Mumbai Travel Retail.
To celebrate the launch, the partners have unveiled a luxury tasting animation, complete with live DJ performances, which invites travellers to sample Tequila Don Julio 1942 before they fly. The official opening ceremony of the pop-up featured live sets from local DJs Reena Barot and Shristy Sidar.
Tequila Don Julio 1942 is the first brand to offer spirits samples in any Indian Airport, the partners claim. The tasting animation is running until the end of January 2024.
As reported, the Mumbai activation follows the successful EMEA travel retail roll-out of Tequila Don Julio 1942 in the summer. The European campaign was led by a dynamic pop-up in Heathrow Airport Terminal 5 which featured an exclusive live DJ set from UK-born, New York-based DJ Kayper.
The Indian campaign is part of Don Julio’s latest global Por Amor marketing campaign, which launched simultaneously with A Love Letter to Mexico; a song that celebrates modern Mexico and its people.
Diageo Global Travel Commercial Director for APAC, MENA and India Sandra Tassilly commented: “We are thrilled to introduce the epitome of luxury tequila and a brand synonymous with special celebrations, Tequila Don Julio 1942, to travel retail in India.
“Making its debut in travel retail stores across Europe and Asia this year, this exceptional spirit, crafted by Don Julio González in 2002 to commemorate 60 years of generational tequila-making in the heart of Jalisco, Mexico, will now be available for purchase.
“The anticipation is high in this exciting time for the category, and our luxurious experience in Mumbai aims to offer travellers a glimpse into the unparalleled offerings of this brand. The truly exceptional liquid, with its rich heritage and craftsmanship, speaks for itself.
“Inspired by the success of our summer activation in London Heathrow and the buzz it generated in the travel industry, we are delighted to announce this ground-breaking partnership with Mumbai, securing an exclusive gold-standard space for a pop-up activation during the coveted festive period.”
Mumbai Travel Retail CEO Avishek Bambii Das added: “We are thrilled to announce the exclusive launch of the exquisite, hand-crafted tequila Don Julio 1942 at Mumbai Duty Free making a milestone in our commitment to offering our patrons the finest and most discerning spirits from around the world. Our dedication to curating a world-class selection of products aligns seamlessly with the legacy and prestige of Tequila Don Julio 1942.”
Tassilly added: “India is a really important market for global travel retail. The significance of the Indian market is underscored by the revelation that Indian passengers were the leading purchasers at Heathrow T5 during our most recent campaign for Don Julio 1942. Looking ahead, as India is poised to become the third largest economy by 2030 with an estimated GDP of £6.4 trillion (US$8.3 trillion), our excitement grows knowing that middle-income Indians are projected to drive the country’s consumption.”
Tequila Don Julio 1942 is crafted using Blue Weber Agave plants, which are hand-selected and harvested in aged American oak barrels for at least two-and-a-half years to develop its rich, distinctive taste. The tequila offers a rich and smooth sip with flavours of oak, vanilla and agave blended with notes of caramel and chocolate. ✈
