Diageo is rolling out a global marketing activation for the Tequila Don Julio brand.
‘Por Amor’ kicks off later this month in “multiple” markets, including Australia, Canada, Mexico, the UK and the US. Designed to promote the provenance of Don Julio, the campaign centres around a TV ad that will be backed by Social Media and out-of-home advertising.
The TV spot will run on streaming video services.
Earlier this year, Diageo credited its Tequila brands with contributing sizably to the group’s 9.4% year-on-year sales increase from the six months to the end of December. Tequila’s 28% sales jump made the headlines, with Don Julio and sibling brand Casamigos both growing by around the same amount.
The segment’s importance to Diageo was also on the rise, accounting for 11% of total group sales, up from 10% in fiscal 2022 [to the end of June].
Why Tequila is dominating spirits growth in US on-premise – Market Intel
