Don Julio teams up with Peggy Gou
Diageo-owned Tequila brand Don Julio has entered into a creative partnership with South Korean DJ and producer Peggy Gou.
To mark the partnership – said to be the brand’s first global product collaboration – Gou has designed a limited bottle of the Tequila, named Don Julio 194구 (pronounced 194Gou).
Don Julio called the bottle the ‘ultimate statement piece’ and the ‘epitome of a collector’s item’.
The design features a mint green and deep purple colourway, a chrome cap, a sleek reflective finish and a contrasting holographic ‘194구’ label that melds the DJ’s signature branding with Don Julio’s iconography.
Additionally, the 194구 bottle’s are packaged in a box featuring an inset on the carton of a hand-drawn illustration, with a ‘shimmer’ effect, plus a personal message from Gou.
Sharing her creative process, Gou said: “When it comes to design, balance is so important. Sometimes less is more. Sometimes more is more. I wanted to create a bottle that stops you in your tracks the moment you see it.
“I’m so grateful for the opportunity to collaborate with Tequila Don Julio 1942, because this collaboration offers supporters a taste of a superior Tequila and a taste of my own personal aesthetic, all in one stunning package that I was fortunate enough to design.”
Bottles of 194구 are available globally at select retailers until supplies last, including in the US, Great Britain, Italy, Spain, South Korea, Hong Kong, Singapore, Japan, Dubai, Mexico and more.
Global activations
The launch officially kicks off in New York City with activations on 2 April, which is also a nod to the date Don Julio Gonzalez founded the brand – in 1942.
The launch event will feature a souvenir shop façade with 194구 merchandise, also doubling as a hidden party space immersing guests in the inspiration behind the bottle redesign.
After the New York launch, Gou will then appear in cities such as London, Milan, Seoul and Hong Kong to keep the global celebration going.
Furthermore, 194구 is being supported by digital spots directed by filmmaker Nabil Elderkin. The campaign is described as ‘blurring the line between reality and a dreamlike nightlife fantasy’, and is accompanied by still imagery by Korean photographer Hong Jang Hyun, who is Gou’s longtime partner.
Jamie Hakim, Don Julio’s global director of culture, claimed that Gou’s “genuine love for Don Julio 1942 made this collaboration natural and organic”.
Hakim continued: “Both Peggy and Don Julio 1942 are arbiters of celebration – from intimate nightclubs in Seoul to massive stages in Mexico City with a hundred thousand people, we both hold the distinct privilege of making those moments unforgettable for our fans.
“Peggy’s impeccable sense of style and design, paired with our timeless bottle and award-winning Tequila, has resulted in a partnership that embodies refinement and cultural influence.”
Don Julio was a big winner in Diageo’s first-half financial results, skyrocketing by 50% after its US sales soared by 61%.
At the end of January, it partnered with Popeyes on a culinary mash-up ahead of the Super Bowl LIX.
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