Diageo releases Don Julio 1942 in UKBy Becky Paskin
Diageo is launching Don Julio 1942 in the UK, as it seeks to strengthen its existing super-premium Tequila portfolio.
Created to commemorate 60 years since founder Don Julio Gonzalez started distilling in the Los Altos region of Jalisco, Mexico, 1942 features hand-selected blue agave that’s aged for 2.5 years in American white oak barrels. Only three barrels of liquid is distilled in each cycle.
“Tequila Don Julio 1942 has become one of our most talked about and fastest growing Tequilas and we are looking forward to sharing it with our European consumers,” said master distiller Enrique de Colsa.
Don Julio 1942 is currently only available to purchase in the US – the brand’s largest market – and Mexico.
“Tequila is one of the fastest growing categories in the spirits industry and consumers are learning to appreciate and understand the wonderful complexities in this luxurious spirit,” added Don Julio global director Andrea Sengara.
“Don Julio is fast growing in Western Europe and we are excited to introduce 1942, since we believe they will appreciate this full-bodied liquid with its rich oak and vanilla essences.
Don Julio 1942 will be available to select high-end nightclubs, bars and restaurants, as well as specialist spirits retailers from spring 2013, with an RRP of £115 for 700ml.