Diageo has announced a week-long nautical-linked activation in the US for the higher-end 1942 expression of Don Julio tequila, encompassing the final of the FIFA World Cup on 19 July.
The campaign, titled ‘Port of Champions’, centres around a Don Julio-branded, “200-plus foot megayacht” that will be docked at Chelsea Piers on the Hudson River in New York. Between 13 and 19 July, the brand, which holds ‘official supporter’ status for the World Cup, will host “match day experiences”, tequila tastings, live entertainment and “luxury dining”.
Activities will take place both on the yacht and on land at the Pier 59 driving range (below), which Diageo said would be “[transformed] into a luxury hospitality club”. It is not clear whether the events will be ticketed or invitation-only.
“With the tournament culminating in New York and New Jersey, we saw a unique opportunity to create an experience that matched the prestige and attention surrounding the week leading into the final match,” said Diageo North America’s VP for Don Julio, Julian Garcia.
“Port of Champions is the brand’s most ambitious expression of luxury hospitality, and the scale of this experience reflects how we continue to evolve with culture and our community … .”
This week’s unveiling is part of a raft of marketing activity from Diageo around the tournament, which also includes the release of a limited-edition Don Julio bottle modelled on the World Cup trophy. Initially released in the global travel retail channel, the pack is now available nationwide in the US “starting at” US$159.99.
Diageo penned a sponsorship deal with the organiser of the World Cup last year, spanning five of its brands: Buchanan’s, Casamigos, Don Julio, Johnnie Walker and Smirnoff.
