Diageo has announced a “creative partnership” with disc jockey Peggy Gou for its Don Julio tequila brand.
The arrangement kicks off with a limited-edition bottle design for the tequila’s 1942 anejo. Don Julio 194구 (pronounced ‘194Gou‘) is available now in markets including Mexico and the US as well as in Dubai, Hong Kong, Italy, Japan, South Korea, Spain and the UK.
Specific details of how many units are available were not disclosed.
The design features a mint green and deep purple colour scheme, alongside a chrome cap, a reflective finish and a holographic ‘194구’ label that combines the DJ’s signature branding with Don Julio’s imagery.
“Peggy’s genuine love for Don Julio 1942 made this collaboration natural and organic,” said Don Julio’s global director of culture, Jamie Hakim. “We couldn’t be more thrilled to have collaborated with her on this iconic partnership, and we hope fans enjoy this exclusive bottle.”
Earlier this year, Diageo said it had rebalanced its approach to the tequila category having concluded that Don Julio had been “going up against” its stable mate, Casamigos.
