Latest news with #DonJulio194구
Forbes
20-04-2025
- Entertainment
- Forbes
DJ Peggy Gou Is Don Julio's First Global Collab—And Travel Retail Is In The Mix As Tequila Booms
Peggy Gou: 'I wanted to create a bottle that stops you in your tracks the moment you see it.' Fans of South Korean DJ and style icon Peggy Gou will already have clocked that she has partnered with Diageo's most prestigious tequila brand, Don Julio 1942, to promote a limited release of the spirit. It has been renamed Tequila Don Julio 194구 (구 is Korean for Gou, the surname fortuitously rhyming with two). The move from Don Julio is significant because this is the brand's first global product collaboration designed to build on stellar tequila/agave sales growth for Diageo in a declining spirits market last year, according to IWSR. Gou is a good choice as the brand has already made inroads into the nightlife and music culture scene, so a big-scale DJ collab was an obvious next step. Gou, a Forbes 30 under 30 in 2019, hasn't just slapped her name on the product, like some celebrities have. The bottle has been 'entirely designed' by her, and Diageo says that it 'perfectly embodies her signature aesthetic: a blend of high-end fashion and bleeding-edge street style.' The DJ, who also designed the box, said: 'I wanted to create a bottle that stops you in your tracks the moment you see it.' Before the official global launch in New York on April 2, Diageo had already primed consumers with a teaser campaign using mysterious clues, including the 194구 logo in high-traffic areas around the world, and Gou conspicuously wearing the 194구 logo at recent shows. Other event cities include London, Milan, Seoul, and Hong Kong to keep the global excitement going. The good news for Gou's fans is that, as well as domestic markets, where the limited edition might be selling out, they can also find Don Julio 194구 in airport retail, but only at a handful of gateways. It can also be found online through U.S. drinks delivery platforms such as Minibar and Reserve Bar, if their retail partners still have it in stock. From this month, Don Julio 194구—with a recommended price of $225 for 750ml in North America and 700ml elsewhere—has been offered for a limited-time at Dubai International Airport (only in stores in Terminal 3, where arrivals store have just been revamped), London Heathrow Airport's Terminal 2 and Terminal 5, Barcelona Airport's T1, Singapore Changi Airport, and Mexico's Cancun Airport in T3. Diageo said it would be widening the availability to New York's John F. Kennedy Airport, South Korea's Seoul Incheon, Madrid, and Istanbul airports. Various teaser campaigns started in New York and are now in other cities across the world. The limited initial locations, down to specific terminals, are due to the small quantities available for both domestic and travel retail locations. Andrew Cowan, managing director of Diageo Global Travel, said the collab marked 'Don Julio's first-ever culture limited-time offering' and that it would appeal to 'discerning global travelers looking for something special.' The division told me that it could not disclose the exact number of bottles 'for commercial reasons.' A spokesperson added: 'It's safe to say that availability is very exclusive and demand is already high.' Diageo Global Travel's choice of airports reflects both their international appeal and deeper connection with Gou. 'For example, Peggy originates from South Korea, so we thought it was imperative to stock this release in Seoul, while Cancun is a hub synonymous with tequila. As for Heathrow, we know that when travelers pass through, they are often looking for the hottest collabs, so this was fitting,' said a spokesperson for the division. In 2023, Don Julio ran a luxury pop-up at Heathrow's T5 complete with a playlist and in-person appearance from London-born, New York-based DJ and music producer Kayper. The brand was hoping for sales to high-end travelers heading to summer clubbing hotspots like Berlin, Cyprus, and Ibiza. Don Julio is the world's biggest tequila according to IWSR 2023 data that tracks retail sales value. The brand's portfolio is a big one and is a driver of Diageo's overall sales. In the first six months (July to December 2024) of the drinks giant's current financial year, the tequila segment (which also includes Casamigos, co-founded by George Clooney) grew by 21%, versus 1% for the company as a whole. It was Don Julio, with net sales up by 50% in value terms and gaining share in the U.S. market, that did the heavy lifting, particularly Don Julio Reposado, while Casamigos declined. Specifically in the huge United States market, Don Julio's net sales stormed ahead by 62%. Diageo claims this is due to the brand's 'cultural relevance and successful targeted activations,' and it hopes the Peggy Gou campaign will further strengthen this appeal with consumers. In the six months to December, Don Julio shipments grew as distributors stocked up to accommodate strong consumer demand. In the same period, Casamigos' net sales declined 22% as a result of increased category competition in this price segment.
Yahoo
31-03-2025
- Entertainment
- Yahoo
TEQUILA DON JULIO 1942 PARTNERS WITH SUPERSTAR DJ AND STYLE ICON PEGGY GOU TO DESIGN ITS FIRST-EVER GLOBAL PRODUCT COLLABORATION
Available in limited quantities worldwide, Tequila Don Julio 194구 (구 pronounced "Gou") is a special edition bottle celebrating the brand's deep roots in nightlife and music culture ATOTONILCO EL ALTO, Mexico, March 31, 2025 /PRNewswire/ -- Tequila Don Julio, the world's #1 tequila brand1, today announced a new creative partnership with world-renowned DJ, producer and culture powerhouse Peggy Gou. As part of this global collaboration, the brand is launching Don Julio 194구, a limited-edition bottle available at select retailers worldwide while supplies last. Don Julio 194구 is the first-ever global collaboration from Tequila Don Julio 1942, celebrating and sharing the renowned Mexico product around the world. Designed in collaboration with Peggy, the bottle stands as the ultimate statement piece, perfectly embodying her signature aesthetic (a blend of high-end fashion and bleeding-edge street style) while pushing the boundaries of artistry and craftsmanship. It's the perfect complement to the ultra-smooth, luxurious taste of Tequila Don Julio 1942, with its exquisite notes of caramel and oak and its lingering sweet warmth. Experience the interactive Multimedia News Release here: The epitome of a collector's item and a celebration of luxury, Peggy's striking take on the iconic Don Julio 1942 bottle masterfully fuses heritage with modern touches like its lush mint-green and deep purple colorways. The contrasting holographic "194구" label melds Peggy's signature branding with Don Julio's recognizable iconography. With its sleek reflective finish, the elevated chrome cap adds a refined touch that's befitting of a creative partnership between two titanic tastemakers. In a nod to Peggy's eclectic sense of street style, there is a hand-drawn illustration inset on the carton of each box, incorporating an alluring "shimmer" effect on her jewelry and nails to add a welcome touch of glamour and mystery. The inside of the box is emblazoned with a personal message from Peggy, sharing her passion for this one-of-a-kind collaboration. "When it comes to design, balance is so important," said Peggy Gou. "Sometimes less is more. Sometimes more is more. I wanted to create a bottle that stops you in your tracks the moment you see it. I'm so grateful for the opportunity to collaborate with Tequila Don Julio 1942, because this collaboration offers supporters a taste of a superior tequila and a taste of my own personal aesthetic, all in one stunning package that I was fortunate enough to design." "Peggy's genuine love for Don Julio 1942 made this collaboration natural and organic," says Jamie Hakim, Global Director of Culture for Tequila Don Julio. "Both Peggy and Don Julio 1942 are arbiters of celebration - from intimate nightclubs in Seoul to massive stages in Mexico City with a hundred thousand people, we both hold the distinct privilege of making those moments unforgettable for our fans. Peggy's impeccable sense of style and design, paired with our timeless bottle and award-winning tequila, has resulted in a partnership that embodies refinement and cultural influence. We couldn't be more thrilled to have collaborated with her on this iconic partnership, and we hope fans enjoy this exclusive bottle." This latest offering from Tequila Don Julio debuts with digital spots directed by acclaimed filmmaker Nabil Elderkin. Known for merging art, music and culture, Nabil brings a future-forward vision to life in a striking film that captures the essence of Don Julio 194구. Every frame reflects the sleek, modern aesthetic of the collaboration while honoring the brand's legacy of luxury and craftsmanship. Filmed in high-contrast settings, the campaign blurs the line between reality and a dreamlike nightlife fantasy. Accompanying still imagery by renowned Korean photographer Hong Jang Hyun and longtime partner of Peggy Gou, further elevates the campaign's refined visual identity. The campaign will be featured in digital, social and OOH globally - from New York to London to Seoul. After weeks of teasing the campaign through cryptic clues, including sightings of the "194구" logo in several high-traffic areas around the world and Peggy conspicuously wearing the "194구" logo at recent shows, the official global launch activations will kick off in New York City on April 2nd - a deliberate nod to 19(4/2), the year Don Julio Gonzalez founded the brand. The event will feature a souvenir shop façade with "194구" merch, leading guests into a hidden space where a vibrant party will bring the collaboration to life, immersing attendees in the inspiration behind the bottle redesign. Following, Peggy and Don Julio will pop up in leading cities including London, Milan, Seoul and Hong Kong to keep the global celebration going. The limited-edition Don Julio 194구 bottle designed in collaboration with Peggy Gou will be available globally in a standard 750ml or 700cl bottle dependent on market, at select retailers until supplies last - including the United States, Great Britain, Italy, Spain, South Korea, Hong Kong, Singapore, Japan, Dubai, Mexico and more. 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. _____________________________ 1 According to data from 2023 IWSR Retail Sales Value View original content: SOURCE Tequila Don Julio Sign in to access your portfolio
