Diageo, the global beverage giant, has introduced the prestigious Don Julio tequila to the Indian market, heralding a momentous occasion for luxury enthusiasts. This celebrated tequila has long been the beverage of choice among elite circles in film, fashion, music, and the arts worldwide. The launch event in India was graced by several celebrities including Harsh Varrdhan Kapoor, Nia Sharma, Pooja Gor, Anuradha Menon, and Dipannita Sharma, marking a grand entrance into the Indian luxury spirits market.
The legacy of Don Julio tequila traces back to 1942 when Don Julio Gonzalez laid the foundation of La Primavera, his first tequila distillery, situated in the Jaliscan Highlands of Mexico. Known for its extreme climate and rich volcanic soil, this region birthed the legendary tequila brand that has since attained global reverence among connoisseurs.
Shweta Jain, serving as Diageo India’s Chief Business Development Officer, conveyed excitement regarding Don Julio’s debut, highlighting its embodiment of Tequila’s lively essence and its homage to Mexican culture. She emphasised the significance of its introduction in India, addressing the aspirations of luxury enthusiasts in search of exceptional experiences. She said that Don Julio offers versatile consumption – enjoyed either neat or in well-known cocktails such as Don Paloma, Margherita, or Picante – thereby redefining the sphere of luxury spirits within India. Emphasising the importance of authenticity, Jain clarified that Don Julio remains firmly rooted in its Mexican heritage, ensuring that production and bottling continue in Mexico.
The launch of Don Julio in India aligns with the growing trend of premiumization. Initially accessible in Haryana, Maharashtra, Chandigarh, and Goa, the brand plans a nationwide expansion in the coming quarter. While Don Julio Blanco and Don Julio Reposado are currently available in select regions, the Anejo and 1942 variants are slated to hit the Indian market from December 18.
Diageo’s acquisition of the Don Julio brand from Casa Cuervo in 2014 expanded its global presence and aims to cater to a broader audience in India’s evolving luxury spirits market. The company also plans to introduce Casamigos, another popular tequila brand, into the Indian market soon.
Furthermore, Diageo seeks to enhance the cocktail experience by collaborating with bars across India, infusing the distinctive flavours of Don Julio into classics like margaritas and palomas.
