Diageo’s Don Julio Emphasizes Mexican Heritage With New Push
September 20, 2023Don Julio Tequila is officially launching its new advertising campaign called Por Amor. Its theme is a celebration of modern Mexican culture and its growing global impact, led by a video titled “A Love Letter to Mexico.” Shot on location throughout Mexico, the film was made by director JC Molina, who has worked with Beyonce on her music videos, as well as cinematographer Flavia Martinez, stylist Nayeli De Alba, and photographer Thalia Gochez.
“What truly sets this campaign apart is the entirely new visual identity that we’re unveiling for Tequila Don Julio on a global stage,” said Guilherme Martins, senior marketing director for global Tequila at Diageo and Tequila Don Julio brand director. Diageo says Don Julio is up 20% so far this year, with the Por Amor push expected to further boost its momentum heading into year-end.
That growth comes on the back of a long-term upswing that’s seen the upscale Tequila climb from 540,000 cases in the U.S. in 2017 to 2.1 million cases last year, according to Impact Databank. In addition to the Por Amor campaign, Don Julio was extended earlier this year with Don Julio Rosado, a Reposado Tequila finished for at least four months in Ruby Port casks, retailing above the $100 mark.—Danny Sullivan
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