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Yahoo
29-05-2025
- Entertainment
- Yahoo
TEQUILA DON JULIO UNVEILS POR AMOR: AN IMMERSIVE TASTING EXPERIENCE THAT CELEBRATES MEXICAN CRAFT AND THE LEGACY OF FOUNDER DON JULIO GONZÁLEZ
The leading luxury tequila brand redefines storytelling with a first-of-its-kind multi-sensory tasting experience at Mercer Labs Museum of Art and Technology in New York City NEW YORK, May 29, 2025 /PRNewswire/ -- Tequila Don Julio, the #1 global tequila brand based on sales value1, unveils Por Amor: An Immersive Tasting Experience, a multisensory journey that reimagines how tequila is experienced and celebrated through art and technology. As the fastest-growing brand in the luxury tequila category2, Tequila Don Julio continues to lead the industry by honoring tradition and quality of its award-winning 100% Blue Weber Agave tequila while fearlessly pushing the boundaries in innovation. This four-day-only experience is a vivid expression of the brand's unwavering commitment to excellence, driven by innovation, fueled by purpose and rooted in the world inspired by Don Julio González. Experience the full interactive Multichannel News Release here: Hosted at New York City's Mercer Labs Museum of Art and Technology - a pioneering cultural institution reshaping how we experience art through technology- Por Amor: An Immersive Tasting Experience marks the museum's first-ever full brand takeover. As part of this, Tequila Don Julio will tap into their proprietary technologies like 4D spatial sound, LED mirrored infinity rooms, and volumetric light displays to tell its story in a way never experienced before. This groundbreaking collaboration was born from shared values of innovation and imagination: just as Mercer Labs fuses art and tech to push the boundaries of storytelling, Tequila Don Julio fuses passion and creativity to reshape the luxury tequila category. "Don Julio González devoted his life to crafting tequila of the highest quality," said Karina Sánchez, Global Brand Ambassador for Tequila Don Julio. "This experience honors his unwavering spirit of innovation—a place where tradition and imagination converge, inviting guests to celebrate the extraordinary that can be achieved when passion fuels every step of the journey." From June 12–15, Por Amor: An Immersive Tasting Experience will open its doors to the public, inviting guests on a guided journey through interactive rooms, each designed to unlock the five senses while showcasing the meticulous craft, passion, and creativity behind every bottle of Tequila Don Julio. With complimentary tickets available on a first-come, first-serve basis at guests can expect to: DISCOVER DON JULIO'S ORIGIN STORY - Hear Don Julio González's origin story, setting the tone for what lies ahead, awakening the senses and preparing all to experience the world he helped create. IMMERSE IN THE SPIRIT OF DON JULIO- Experience a guided tasting of Tequila Don Julio 70 Añejo Cristalino, Tequila Don Julio Reposado and Tequila Don Julio 1942 alongside immersive projections, sounds and scents, transporting guests into vivid worlds that embody the essence of each variant. IGNITE THE SENSES- Hear the infectious energy and rhythms of Mexico, while smelling the warm aromas of roasted agave and rich oak that embody the heritage of Don Julio. STIR UP YOUR CREATIVITY - Craft their own signature Tequila Don Julio cocktail using fresh ingredients and artisanal tools, connecting directly to the craftsmanship behind every pour. "Mercer Labs is a home to the world's most forward-thinking creators, and this collaboration with Tequila Don Julio represents a perfect union of creative vision," said Roy Nachum, Co-founder and Creative Director of Mercer Labs. "We're proud to host the brand's first immersive takeover and give guests the opportunity to experience tequila in a way that's never been done before." By opening its world in such an immersive and unprecedented way, Tequila Don Julio reaffirms its position as a category leader and cultural force that continues to inspire, evolve and shape the future of luxury spirits and experiences. Tequila Don Julio encourages consumers of legal drinking age to celebrate responsibly. ABOUT TEQUILA DON JULIO:Founded on the pioneering agricultural principles of Don Julio González and his personal pursuit of perfection, Tequila Don Julio revolutionized the tequila industry and set the standard for ultra-premium tequila. Tequila Don Julio, Mexico's original luxury tequila, uses only the highest caliber, fully matured and ripened Blue Agave that has been hand-selected from the rich, clay soils of the Los Altos region of the state of Jalisco. The Tequila Don Julio portfolio includes Tequila Don Julio Blanco, Tequila Don Julio Reposado, Tequila Don Julio Añejo, Tequila Don Julio 70 Cristalino, Tequila Don Julio Alma Miel, Tequila Don Julio Rosado, Tequila Don Julio 1942, and Tequila Don Julio Ultima Reserva. For more information on Tequila Don Julio, please visit ABOUT DIAGEODIAGEO is a global leader in beverage alcohol with an outstanding collection of brands including Johnnie Walker, Crown Royal, Bulleit and Buchanan's whiskies, Smirnoff, Cîroc and Ketel One vodkas, Casamigos, DeLeon and Don Julio tequilas, Captain Morgan, Baileys, Tanqueray and Guinness. DIAGEO is listed on both the New York Stock Exchange (DEO) and the London Stock Exchange (DGE) and our products are sold in more than 180 countries around the world. For more information about DIAGEO, our people, our brands, and performance, visit Visit DIAGEO's global responsible drinking resource, for information, initiatives, and ways to share best practice. Follow us on Instagram for news and information about DIAGEO North America:@Diageo_NA. Celebrating life, every day, everywhere. ABOUT MERCER LABSMercer Labs is a cultural institution that pushes the boundaries between art and technology. A space for experimentation and innovation, Mercer Labs is committed to redefining the museum experience, where art is not static, but alive—constantly progressing with technology. Through immersive exhibitions, interactive experiences, and forward-thinking collaborations, Mercer Labs serves as a center for the convergence of art, culture, and technology. As a collaborative platform, Mercer Labs fosters partnerships with artists, musicians, filmmakers, designers, and creatives creating an ecosystem where diverse forms of creative expression thrive. 1 According to data from 2024 IWSR Retail Sales Value2 According to data from 2024 IWSR Retail Sales Value View original content: SOURCE Tequila Don Julio
Yahoo
16-05-2025
- Business
- Yahoo
León Y Sol Tequila Takes Center Stage at the 2025 Bet Awards Party in Partnership with Empire
The recently awarded, fast-rising tequila is stepping in loud—racking up wins, turning heads, and raising the bar across spirits and culture. SAN FRANCISCO, May 16, 2025 /PRNewswire/ -- León Y Sol Tequila isn't just a rising star—it's the brand shaking up the tequila game with bold flavor, fearless presence, and a fast-growing cultural footprint. In a category built on tradition, León Y Sol honors its roots—but makes it loud, modern, and unapologetically confident. In just one month, León Y Sol earned a rare double Silver win—awarded for both its Reposado and Blanco expressions—at the 2025 Agavos Awards. The momentum continued with additional Silver and Bronze medals at the San Francisco World Spirits Competition (SFWSC), reinforcing the brand's rising reputation in the world of premium tequila. But this tequila doesn't just collect medals—it moves culture. León Y Sol is now the official sponsor of the 2025 BET Awards Party thrown by Empire Records, taking place in Hollywood on June 8, where it will take the stage alongside the boldest names in entertainment. The brand also forged a multi-year partnership with EMPIRE, the largest independent record label in the U.S., creating powerful moments that bring together music, storytelling, and celebration—from red carpet events to exclusive artist experiences. "We know the rules of the game—but we're not here to play it safe," said Bobby Marhamat, CEO of León Y Sol. "We're here to raise the bar for what tequila can be—on the shelf, at the bar, and in the culture." With over 3,500 retail and on-premise placements nationwide, León Y Sol is gaining momentum fast. Crafted from 100% Blue Weber Agave, it's additive-free, gluten-free, non-GMO, and made using traditional Mexican techniques with a clean-label approach. Designed for those who demand more—from taste to transparency. León Y Sol isn't just premium tequila. It's a movement. A voice that doesn't whisper—it roars. ABOUT LEÓN Y SOL TEQUILA León Y Sol is more than a tequila—it's a lifestyle brand rooted in tradition and bold self-expression. Handcrafted in the Highlands of Jalisco and born in California, each bottle merges heritage and design, ritual and rebellion. Our award-winning tequilas are made with 100% Blue Weber Agave, and are always additive-free, non-GMO, and gluten-free. Whether you're sipping solo or celebrating with your crew, León Y Sol is for those who live with fire, speak their truth, and toast to the moments that matter. Media Contact: Elisa Rocha 949.677.4878 395320@ View original content: SOURCE Leon Y Sol, Inc.
Yahoo
24-04-2025
- Business
- Yahoo
El Mayor Tequila introduces revamped bottle design
Tequila brand El Mayor Tequila has revealed new packaging for its full selection of products. The brand will now come in a redesigned, slimmer 750ml bottle featuring a refreshed label. This update is intended to unify the look across its range and enhance visibility. The transition to the new packaging begins this month, with the full rollout continuing into this year. The updated label aims to strengthen brand cohesion and presence at the point of sale. All current offerings under the El Mayor name will adopt this new format. Produced at the Destiladora Gonzalez Lux facility in Arandas, Mexico, El Mayor Tequila is made using Blue Weber Agave. The agave is cultivated exclusively on the estate in the valley region of Jalisco. The production process is managed entirely at the distillery. The product line comprises a variety of tequila expressions, including Blanco, Reposado, Rosado Reposado, Añejo, Extra Añejo, and Cristalino. El Mayor brand manager Kayleigh Longo said: 'We wanted to ensure consumers could easily find and identify our various El Mayor offerings on the crowded tequila shelf. 'We were already using the slim bottle for our Cristalino and for our new Rosado Reposado tequila, so we made the decision to incorporate the same packaging for all our El Mayor expressions to create a consistent brand look and feel.' In a recent development, Ardagh Glass Packaging-North America signed an agreement with CAP Glass to improve glass recycling services across the US. The partnership aimed to reduce glass waste sent to landfills by setting up a full recycling system for bottles. "El Mayor Tequila introduces revamped bottle design" was originally created and published by Packaging Gateway, a GlobalData owned brand. The information on this site has been included in good faith for general informational purposes only. It is not intended to amount to advice on which you should rely, and we give no representation, warranty or guarantee, whether express or implied as to its accuracy or completeness. You must obtain professional or specialist advice before taking, or refraining from, any action on the basis of the content on our site. Sign in to access your portfolio
Yahoo
28-01-2025
- Business
- Yahoo
Trump's Tariffs To Tank Tequila
By next summer, your favorite margarita could cost a few bucks more—and might taste different too. That's because President Donald Trump's threatened tariffs on imports from Mexico will increase prices and could reduce the availability of some tequilas and mezcals, says Gabe Sanchez, owner of the Black Swan Saloon, a legendary cocktail bar in Dallas. "It's going to be a very difficult conversation for us to have with people when they come in," Sanchez told Reason in an interview last week. While his customers might be used to $15 cocktails, Sanchez says tariffs could potentially push menu prices "much higher." (Sanchez' favorite drink right now is called "True Romance," and he was gracious enough to share the recipe, which you can find at the end of this article.) Trump has threatened to slap new 25 percent tariffs on all goods from Canada and Mexico, and he said on Inauguration Day that those tariffs could hit as soon as February 1. The Wall Street Journal reported on Sunday that those tariffs could be announced before the end of the week. The Journal framed that coming move "the first salvos in a multifront trade war." All wars have casualties, and tequila figures to be among them. All authentic tequila comes from Mexico, and even though there are some small craft makers of agave-based liquors in the United States, imports are and will remain essential to meet Americans' demand for the drink. "It's like French wines. They only come from France. You know, scotch whiskey only comes from Scotland. You can't substitute [tequila] for something else," says Sanchez. (Mezcal is a broader category that includes many spirits made from agave, while tequila is a subset made specifically from Blue Weber Agave. It's similar to how bourbon is a subset of whiskey, produced in a specific place and manner.) That means someone along the supply chain will have to pay the cost of the tariff. Sanchez says he doesn't like the idea of raising prices on the patrons at his bar but sees little alternative. One of Sanchez's to-go varieties of mezcal is available from a distributor at $35 per liter right now, he says. If the full cost of a 25 percent tariff gets passed down the supply chain, menu prices will have to increase, or certain drinks will have to disappear. "If that jumps to $42 [per liter], we can't make it. We can't put those in cocktails anymore," Sanchez explains. To stay competitive with other bars in the area, he knows he can't price cocktails much higher than about $15 apiece. "If it jumps at that high, we just can't sell it anymore. You know, somebody is not going to buy a $20 or $22 plus tax mezcal cocktail." Tequila and other agave-based spirits account for 13 percent of the total U.S. alcoholic beverage market by volume and 22 percent of the market by revenue, according to data from the Wine and Spirit Wholesalers of America (WSWA), which is warning that tariffs on Mexican imports would fall heavily on consumers and businesses. Those tariffs could endanger as many as 14,000 American jobs and up to $2.5 billion in lost U.S. output, according to an economic study commissioned by the WSWA. "Any new tariffs on wine and spirits in today's economic climate would be extremely disruptive," Dina Opici, chairwoman and president of the WSWA, said in a statement last week. "The entire industry—from suppliers to importers to distributors to retailers—is under immense pressure, with little room to absorb or distribute the cost of additional tariffs." Even the largest brands would take a hit. Reuters reported in December that Trump's planned 25 percent tariff on Mexican imports would be a big blow to companies like Diageo, which owns brands including Don Julio and Casamigos, and Becle, the Mexico-based brand that is the world's largest tequila producer. Those companies "rely heavily on tequila sales in the U.S. for growth," according to Reuters. Sanchez also worried about losing access to certain specialty varieties of mezcal and tequila—the sorts of rare bottles that make cocktail culture in Texas unique. With an added 25 percent tariff on exports to the U.S., some small-batch producers might fear their products would be uncompetitive in the American market and simply choose to sell those limited supplies elsewhere, he says. When he's not slinging drinks behind the bar of the Black Swan—and not helping his 8-year-old build a new pinewood derby race car, which is this week's parenting task, he tells me—Sanchez also works as a consultant for new bars in the Dallas area. That might be the most frustrating part of his job at the moment, given the uncertainty in American trade policy. "I've told them all…we're going to have to trash some of these menus," he says. "And, you know, especially in North Texas, where a cocktail menu might have 25 percent, 30 percent in agave spirits," he says, "I'm telling them the menus are going to be different. The offerings are going to be different. Hold on to what you got for a little while." True Romance: 1.5 ounces of mezcal 0.75 ounce of yellow Chartreuse 0.5 ounce of Amaro Averna A small spoonful of local Texas honey Combine ingredients, stir, and serve over a big cube of ice. "A little sweet, a little bitter," is how Sanchez describes it. "It'll knock your socks off." The post Trump's Tariffs To Tank Tequila appeared first on
