Don Julio Presents 194GOU

This year, Don Julio 1942 teamed up with renowned DJ, producer and cultural powerhouse Peggy Gou to release its first ever collaborative limited-time product – a special edition bottle called 194구 ('194Gou'). The new bottle is a striking take on the luxury Don Julio 1942 bottle, fusing heritage with nightlife and music culture.

The launch was an example of executing on our commitment to take tequila around the world. We hosted exclusive pop ups, after parties, and retail takeovers in cities including New York City, London, Milan and Seoul. Events featured bespoke Don Julio 1942 cocktails, surprise DJ sets, Don Julio 194구 merchandise and bottle signings. This went hand-in-hand with a culturefirst social campaign, which has received more than 52 million views⁽¹⁾, and allowed fans to follow the launch in real time.

This first of its kind collaboration has been successful with global consumers. Don Julio 194구 sold out at events in the United States, Asia Pacific and Europe, whilst dedicated retail builds inside airports in Europe and the United Arab Emirates are experiencing a significant sales increase versus Don Julio 1942 sales for the same period last year.

The success of this partnership has ensured the brand is culturally relevant with consumers, whilst also driving halo demand for Don Julio across the globe.

^{(1) GALE (the campaign PR agency)}