Creating the perfect serve: Don Julio tequila launches summer campaign
Looking to educate customers, the Diageo Global Travel brand’s campaign is running across travel retail in Europe and the Americas.
Diageo Global Travel’s premium tequila brand Don Julio haslaunched a summer campaign across travel retail in Europe and the Americas.
The campaign aims toeducate holidaymakers on how to create the perfect tequila-based drinks overthe summer season.
Diageo points out that tequila is becoming increasinglypopular in travel retail, with Don Julio now the number one tequila brand induty free.
Cocktail culture isalso big, with consumers increasingly looking to be inspired and educated onhow to create beautiful-looking, great-tasting drinks when on holiday or athome.
Don Julio is tapping into this trend with the first evertravel retail campaign for the trademark range to hero the ‘serve’ over thebottle.
Don Julio’s ‘The Summer of Serve’ campaign includes:
· Sampling: Samplingactivations from the 1st July to 30th September, across major travel hotspots,including Madrid, London Heathrow, London Gatwick, Stansted, Frankfurt, MexicoCity, and Cancun.
· Tastings: Passengers cantake part in tasting sessions, where they can discover the versatility oftequila in cocktails and try either a Don Paloma or Don Margarita.
· We Paloma: The campaignwill hero ‘We Paloma’ in Europe, given the rising popularity of the Palomacocktail in the region, introducing consumers to refreshing grapefruit-basedPaloma cocktails that are simple to make and taste delicious.
· Margarita season: Acrossthe US and Americas the campaign will hero the Margarita, given that itcontinues to be the cocktail of choice across the region. The Margarita ranksthe 3rd top cocktail in the world, according to the 2025 Drinks International CocktailReport.
According to Diageo, consumers “are becoming increasinglyknowledgeable about the provenance, heritage, and versatility of the tequilacategory”. “Education,” the company said, “still has a big role to play in making the category accessible, andthis campaign aims to upskill individuals so they can create their own Palomaor Margarita either when travelling or when they return home.”
Andrew Cowan, Managing Director of Diageo Global Travel,said, “Tequila is a big part of cocktail culture right now, and consumers arelooking to be inspired and educated to recreate mixologist-quality drinks whenon holiday or at home. By bringing to life ‘We Paloma’ and ‘Margarita Season’,Don Julio is making it easier than ever for travel retail shoppers to make theperfect tequila-based cocktail.”
