Diageo Reserve’s super-premium tequila, Don Julio, will launch the newest addition to the brand’s portfolio, Don Julio 1942 1.75 litre, to the UK on-trade this April. The magnum-sized bottles will be supported with stand-out visibility to enhance celebration moments across the country, further strengthening the brand’s position as the must-have luxury, celebratory spirit.
Don Julio González began his passionate pursuit to create the world’s first luxury tequila in 1942. Originally crafted as a gift for personal friends and family, Don Julio has now developed into one of the most called-upon tequilas for any celebration. To mark Don Julio’s 60th anniversary, Don Julio 1942 was born. It was the final variant that Don Julio González created in his life-long career in collaboration with the current Master Distiller, Enrique de Colsa, and is presented in a beautiful, elongated bottle inspired by the agave leaf.
While the bottle may have grown, the liquid inside remains exactly the same. Don Julio 1942 is produced using a personal selection of blue agave grown for 6 to 8 years. It is aged in American white oak barrels for a minimum of two and a half years, culminating in an Añejo tequila that is only released when ready. Don Julio 1942 is a markably smooth and incredibly complex tequila featuring caramel and spiced undertones, with an oak and rich sweet-dry finish.
Rich Larkin, Head of Diageo Reserve GB, commented: “Premium tequila is continuing to grow in popularity, up 4.3% by volume and 4.7% by value year on year1, and what was once a tequila for those only in the know, 1942 has become an essential at events and elevated nightlife occasions, establishing itself as the must-have premium spirit for the UK on-trade.
“By launching this larger bottle size of Don Julio 1942 into the Reserve portfolio in the UK, we hope to add additional value, further supporting drinking experiences for consumers when celebrating out of home.”
Don Julio 1942 1.75 litre (38% ABV) will be available throughout the on-trade and from select specialist retailers from April, including HT Drinks, Vanquish, Venus, Millennium, Speciality Drinks, and Justerini & Brooks. RRSP £400.
PERFECT SERVE – Don Julio 1942
Gently warm a large brandy glass, leaving a little water at the bottom of the glass. Add three drops of Aztec chocolate bitters and swirl around the glass. Discard the contents of the glass and then add a single measure of Don Julio 1942. Serve neat.
20ml Don Julio 1942
10ml chestnut Liqueur
Top up with demi sec champagne
2 drops of walnut bitters
Build the ingredients in a champagne glass in the order above and gently stir to ensure the liqueur isn’t sitting at the bottom of the glass. No garnish.
1 CGA DATA MAT 29.12.19