Don Julio, epitomizing the essence of luxurious tequila, infused its unparalleled grasp of celebration and experiential finesse into an extraordinary musical affair at Dubai Duty Free, within the vibrant atmosphere of Dubai International Airport. The brand is on a mission to illuminate and excite passengers with Mexican culture and specialist tequila heritage with its latest pit stop in the world’s busiest airport.
Don Julio 1942 began its travel retail journey across Europe and India in 2023 with a series of exclusive activations at London Heathrow and Mumbai airports. Now it comes to another global traveller hub in Dubai International Airport Terminal 1 and Terminal 3. The brand’s Por Amor experience taking place from January 16 until February 14, in Terminal 1 is seeing a unique collaboration with Dubai based DJ Liutik, a renowned local artist celebrated for her eclectic mix of sounds that are heard at clubs and key events worldwide. DJ Liutik is ready to elevate the airport atmosphere with her handpicked playlist for Don Julio, featuring a distinctive fusion of House, Hip-Hop, R&B, and AfroBeats. This activation invites consumers to indulge in an exclusive curated playlist, immersing them in their celebratory moments while savouring a sample of 1942 tequila. The Por Amor experience will extend to Terminal 3 from February 15th until February 29th to create a buzz in Dubai International Airport.
As passengers transit through the bustling terminal, they have the opportunity to immerse themselves in a 1942 celebratory occasion at the limited-time Don Julio pop-up. Don Julio 1942 aims to infuse the energy of celebration and music directly into the airport environment, elevating the experience for every traveller passing through.
The pop-up is not just a feast for the ears but also offers a curated bottle selection of Don Julio, with 1942 and the core range – Blanco, Reposado, Anejo, and 70 – available for purchase. Knowledgeable brand ambassadors are on ground to guide passengers through the Don Julio’s rich history – making this more than a shopping experience, but an exploration of heritage, culture, music and celebration.
The official ribbon-cutting and launch event took place on January 31st, 2024. The event marked for an exciting kick-off to this one-of-a-kind airport experience that seamlessly merges luxury, culture, and the spirit of celebration. Sandra Tassilly, Commercial Director of Diageo Global Travel APAC & MENA, comments on this unique Dubai experience: “Don Julio is the embodiment of Mexican heritage and craft, an aged liquid of blue weber agave. It has also become a herald of luxury celebrations marking special moments.”
“After the success of our London and Mumbai 1942 events, bringing unique expressions of music from local DJs in the name of Don Julio’s iconic 1942 tequila, it was only right that we brought an activation to Dubai a city famous for its celebration, nightlife, and hospitality to tourists from all over the world. We are delighted to have the support and musical styling of local ‘deejay’ Liutik and hope all those passing through T1 enjoy the Don Julio playlist for the occasion,” she concludes.
Crafting Exclusivity with Don Julio 1942:
Don Julio 1942, crafted to commemorate Don Julio Gonzalez’s 60th birthday, stands as a testament to the brand’s rich heritage, rooted in the year of its inception – 1942. As the #1 Tequila brand in Mexico and #2 in the US, Don Julio 1942 is meticulously crafted using 100% Blue Weber Agave plants. Aged for six to 10 years and further matured in American oak barrels for a minimum of two-and-a-half years, the result is a tequila offering a rich, smooth sip with notes of oak, vanilla, agave, caramel, and chocolate.
Acknowledging the diverse audience passing through Dubai International Airport Terminal 1, including top passengers from India, Pakistan, UAE, Bangladesh, and the UK, Don Julio aims to cater to their discerning tastes. The tequila category is projected to experience a substantial 120% growth by 2025, according to TABs DF Value 2022-2025. Notably, during the introduction of Don Julio’s Ultima Reserva, the brand hosted a launch party celebrated with a premium tequila presentation during a dinner experience in the desert.
Don Julio 1942 invites travellers to embark on a journey of taste, sound, and heritage, creating an unforgettable experience that effortlessly transcends borders.