Don Julio Expands At The High End

Diageo has launched Don Julio Alma Miel, the latest permanent addition to the upscale Tequila’s portfolio. The 40% abv release is made from Blanco Tequila distilled with agave honey and 14-month-old Añejo Tequila finished in Crémant de Limoux casks. The new release is now available in Texas, California, Illinois, and Georgia with a national rollout to follow in the coming months. Don Julio Alma Miel carries a suggested price of $100 a bottle.

To support of the launch, the brand has partnered with Mexican musician Christian Nodal to create an ad campaign that will debut on February 1. Additionally, Nodal will curate a series of dinners celebrating the new release across the country. In recent years, Don Julio has been on a tear, growing from 540,000 cases in 2017 to an estimated 2.5 million cases in 2023, according to Impact Databank. —Shane English

Tagged : Don Julio

GET YOUR FIRST LOOK AT 2025 ESTIMATES AND 2030 PROJECTIONS FOR THE WINE AND SPIRITS INDUSTRIES. ORDER YOUR 2025 IMPACT DATABANK REPORTS. CLICK HERE.