Diageo is rolling out a limited-edition Lunar New Year edition of its ultra-premium tequila, Don Julio 1942.
The Don Julio 1942 Year of the Horse Edition will be available in limited quantities from the end of this month, with an SRP of US$199.99 per 75cl bottle. The release features packaging tied to the Lunar New Year and is supported by a “multi-market” activation spanning the on- and off-premise and experiential channels.
The brand has collaborated with actor Ross Butler (above) to push the release. The campaign extends into lifestyle and merchandise through a collaboration with fashion brand Siegelman Stable, as well as charitable alignment via a donation of a portion of capsule collection proceeds to The Asian American Foundation.
Don Julio and Siegelman Stable will host a pop-up in New York City from 23 to 24 January, where consumers over the age of 21 will be able shop the exclusive capsule collection.
Earlier this month, Bacardi’s global travel retail division released details of the Lunar New Year marketing activation for single malt Dewar’s across a raft of Asian markets.
