With over 80 years of history since its founding in Atotonilco El Alto, Jalisco, Tequila Don Julio honors the legacy of its founder, Don Julio González, while expanding its global presence through iconic collaborations. Its first limited edition—Tequila Don Julio 1942—in partnership with Peggy Gou—DJ and cultural icon—represents far more than an exclusive product: it is a bridge between the craftsmanship of tequila and the dynamism of international nightlife. This collaboration has been unveiled at carefully curated spaces such as EDC in Mexico City, Miami, New York, London, and Milan, designing niche experiences that emotionally connect consumers with the innovative spirit of Don Julio 1942.
Tequila Don Julio 1942 Reinvents Itself as a Global Lifestyle Brand
We interviewed Salvador Padrón, Global VP of Marketing for Tequila Don Julio, who shared more details about the transformation of Don Julio 1942, the niche experiences, and how they plan to capitalize on them—not just through revenue, but through a direct, intense connection with the mass consumer.
IBTL: What key criteria led to selecting Peggy Gou as a collaborator for this limited edition?
SP: Choosing our first-ever collaborator was a huge and immensely important decision for our brand. First and foremost, we wanted to partner with someone who, of course, would celebrate authentically with our product, but also someone who connects with global audiences and shares our values. We first aligned with Peggy when we launched Don Julio 1942 in Singapore, and at that moment we knew she was the perfect fit—authentic, known for breaking boundaries, and for elevating every moment through her music. Peggy Gou also embodies a bold artistic vision that resonates across cultures, especially in nightlife and fashion—worlds where Don Julio 1942 is naturally at home.
This collaboration marks just the beginning of a new era for Don Julio 1942 on a global scale, where tradition meets the best of contemporary global culture.
IBTL: How does her image as a fashion and music icon align with Don Julio 1942’s historic identity?
SP: Peggy represents a generation that values quality, originality, and unforgettable experiences. While Don Julio is deeply rooted in heritage, 1942 has evolved into a contemporary icon. From red carpets to being a key element in pre-games, after-parties, and even on stage, Don Julio 1942 is the drink of choice during the world’s most iconic moments—including the Oscars, BAFTAs, IFTAs, GOYAs, and other globally relevant festivals of music and gastronomy. This collaboration with Peggy amplifies that energy, merging timeless legacy with bold creativity that sets trends in global culture.
IBTL: The bottle merges tradition and modernity. How did you balance honoring Don Julio’s legacy with Peggy Gou’s innovative aesthetic?
SP: From the beginning, the goal was to pay tribute to Don Julio’s legacy while continuing to innovate. Peggy brought a very clear artistic vision: to create something that felt exclusive but true to the essence of our tequila. The result is a bottle that retains the timeless elegance of 1942, yet with a bold design that reflects Peggy’s creative world.
IBTL: With only 204 bottles available in Mexico, how did you determine this number to preserve exclusivity without limiting commercial impact?
SP: This limited-edition design was precisely created to spark desire, start conversations, and offer something truly collectible. The limited quantity—both in Mexico and around the world—makes this edition incredibly exclusive and coveted. Once they’re gone, they’re gone for good!
IBTL: Why prioritize markets like South Korea, Dubai, or Japan, and what are the challenges of positioning a Mexican tequila in these regions?
SP: These markets have shown impressive growth in the ultra-premium category and have a cultural affinity with amazing DJs like Peggy Gou—plus, let’s not forget Seoul, Korea is her hometown. In everything we do, we aim to bring Mexico’s culture and our incredible tequila to the world. And alongside Peggy, we’re doing exactly that.
This bottle is available in places including Hong Kong, which highlights the rising influence of tequila culture globally. We’ve also had the opportunity to activate in select markets to offer unforgettable experiences to our fans. We started at EDC in Mexico City and have since moved through Miami, New York, London, and Milan. We’ll close in Seoul and Hong Kong. In each city, it’s been incredible to see people’s reactions—the excitement to get the bottle and, of course, to celebrate with Don Julio 1942. We know it’s an experience they’ll never forget.
IBTL: The campaign highlights events like EDC in Mexico and nightclubs in Seoul. How do you plan to translate these niche experiences into emotional connections with the mass consumer?
These events allow us to tell authentic stories and create aspirational moments that fans worldwide can experience and connect with. While the bottle itself is limited, the energy and excitement behind the collaboration are meant to be felt far beyond the point of sale. Through digital content and cultural moments, we want fans everywhere to feel part of the magic that Don Julio 1942 represents.
IBTL: Beyond selling out, what KPIs (sales, engagement, brand perception) define the success of this collaboration?
SP: Success is measured on multiple levels: yes, sales and sell-out matter, but we also look at digital engagement, organic media coverage, and most importantly, how Don Julio evolves in consumer perception—as a culturally relevant brand, not just a luxury tequila.
IBTL: How will you evaluate long-term impact on Don Julio’s perception as a lifestyle brand versus competitors in the ultra-premium segment?
SP: This collaboration is a key step in our ambition to solidify Don Julio globally as a lifestyle brand. We’ll analyze how perception shifts among consumers around the world, how our online community behaves, and how organically Don Julio continues to appear in key cultural spaces for us.
IBTL: This is Don Julio 1942’s first global collaboration. What elements of this alliance will set a precedent for future partnerships with cultural or design figures?
SP: The synergy between Don Julio 1942 and Peggy sets the foundation for how we’ll approach future collaborations: authenticity, cultural connection, and an aesthetic proposal that respects Don Julio’s legacy while propelling the brand to new audiences. We’re not interested in collaborations for trend’s sake, but in partnerships that genuinely elevate the Don Julio 1942 experience, both in Mexico and around the world.
In an industry where storytelling has become the norm, Tequila Don Julio 1942 proves that the difference lies in execution. The collaboration with Peggy Gou is not just an aesthetic play—it’s a strategic move that redefines the reach of a historic brand, taking it from heritage to cultural vanguard. By limiting production to 204 bottles in Mexico and activating in key cities along the global luxury circuit, the brand generates a niche experience that transcends the product and becomes an aspirational symbol. The real KPI? It’s not the sell-out—it’s turning Don Julio 1942 into more than a tequila. It’s now a statement.
On the ultra-premium marketing board, Don Julio has made one thing clear: it’s not just here to play—it wants to set the rules. Will it succeed?
