Don Julio 1942 is now available in Mumbai Duty Free stores
Tequila Don Julio has launched in travel retail in India, with passengers traveling through Mumbai Airport able to sample Don Julio 1942 at a new luxury pop-up.
The activation includes sampling until the end of January 2024, with Tequila Don Julio the first brand to ever sample spirits in any Indian airport.
The activation follows this summer’s campaign to mark the launch of Don Julio 1942 in Europe. Passengers traveling through Heathrow Terminal 5 were able to sample the tequila at a similar luxury pop-up. The event, launched by DJ and music producer Kayper, was so successful that Don is repeating it now in India. The activity is part of Don Julio’s latest global ‘Por Amor’ campaign, which also launched this year with ‘A Love Letter to Mexico’, an anthem that celebrates modern Mexico and its people.
To launch the new campaign Diageo Global Travel and Tequila Don Julio hosted a luxury event in Mumbai where guests enjoyed an exclusive live set from a range of local DJs including Reena Barot and Shristy Sidar.
Sandra Tassilly, Diageo Global Travel Commercial Director APAC & MENA, said, “We are thrilled to introduce the epitome of luxury tequila and a brand synonymous with special celebrations, Tequila Don Julio 1942, to travel retail in India. Making its debut in travel retail stores across Europe and Asia this year, this exceptional spirit, crafted by Don Julio González in 2002 to commemorate 60 years of generational tequila-making in the heart of Jalisco, Mexico, will now be available for purchase.
“The anticipation is high in this exciting time for the category, and our luxurious experience in Mumbai aims to offer travelers a glimpse into the unparalleled offerings of this iconic brand. The truly exceptional liquid, with its rich heritage and craftsmanship, speaks for itself. Inspired by the success of our summer activation in London Heathrow and the buzz it generated in the travel industry, we are delighted to announce this groundbreaking partnership with Mumbai, securing an exclusive gold-standard space for a pop-up activation during the coveted Festive period.
Tassilly described India as a “really important market for global travel”. “The significance of the Indian market is underscored by the revelation that Indian passengers were the leading purchasers at Heathrow, T5 during our most recent campaign for Don Julio 1942. Looking ahead, as India is poised to become the third largest economy by 2030 with an estimated GDP of £6.4 trillion, our excitement grows knowing that middle-income Indians are projected to drive the country's consumption,” she concluded.
Avishek Bambii Das, Mumbai Travel Retail Pvt LTD CEO, added, “We are thrilled to announce the exclusive launch of the exquisite, handcrafted tequila Don Julio 1942 at Mumbai Duty Free making a significant milestone in our commitment to offering our patrons the finest and most discerning spirits from around the world. Our dedication to curating a world class selection of products aligns seamlessly with the legacy and prestige of Tequila Don Julio 1942.”
Tequila Don Julio 1942 is said to be a “testament to the founder's passion and love for the agave plant. It is an invitation to savour the finer things in life and share unforgettable moments with those who appreciate the extraordinary.”
The tequila is crafted using only the finest Blue Weber agave plants – hand-selected and harvested – and aged in American oak barrels for at least two and a half years to develop its rich, distinctive taste. The result is a sweet and smooth sip with characterful flavours of oak, vanilla and agave teamed with vibrant notes of caramel and chocolate.
Tequila Don Julio 1942 is bottled at an ABV of 38% and is available across airports globally, with a RRP of £178 (US$227) for a 70cl bottle. Its signature serve is on the rocks or neat.
