Tequila Don Julio ushers in its next chapter
to bring Mexico to a global
stage
NEW
YORK, Sept. 20, 2023 /PRNewswire/ -- Don Julio
González followed his heart over his head. He loved his land, agave
and community. Every choice he made was for exceptional tequila. He
did it Por Amor, and this is the way that people from
Mexico continue to live every day.
Today, Tequila Don Julio releases its groundbreaking new global
campaign for Por Amor, with an anthem film' titled 'A Love
Letter to Mexico' that celebrates
modern Mexico and its people who
live Por Amor. A magnetic invocation of Mexico's heart and soul and a visceral
reimagination of the brand aesthetic and intentions. The campaign
is crafted in collaboration with Mexican luminaries who harnessed
their respective creativity for an homage to Mexico, highlighting its authentic and deeply
powerful culture, landscape and people.
Experience the full interactive Multichannel News Release here:
https://www.multivu.com/players/English/9201451-tequila-don-julio-a-love-letter-to-mexico-por-amor/
The global campaign debuts an entirely new visual identity for
Tequila Don Julio through A Love Letter to Mexico which sets a global stage for
Mexican creativity, all through the eyes of Mexico's original luxury tequila. Filmed
across a series of locations entirely in Mexico from streets and local markets in
Mexico City, to the beautiful
beaches of Tulum, to Atotonilco- the home of Don Julio in the highlands of Jalisco, the result is a living testament to
the brand's profound appreciation for the country, culture and
people. The brand collaborated with creators at the forefront of
their passions who have followed their hearts in order to share
Mexican culture with the world through their craft, just as Don
Julio González did when he began his tequila making journey in
1942.
The final body of work was produced in collaboration with
enigmatic creatives, who have each left their mark on the campaign
and helped share their own vision of Mexico.
Director JC Molina Mexico's own makes his directorial
debut
Cinematographer Flavia
Martinez, female cinematographer from
Mexico City shows the beauty of
her country through her lens
Stylist Nayeli De
Alba showcases modern Mexican style at the heart
of the work
Photographer Thalia
Gochez Mexican-American photographer captured
stills that represent the magnificent culture of Mexico for the stunning OOH
campaign
Anthem Music remixed by Lao of Mexico City record label NAAFI & The
Elements Music.
"What truly sets this campaign apart is the entirely new visual
identity that we're unveiling for Tequila Don Julio on a global
stage," says Guilherme Martins,
Senior Marketing Director for Global Tequila at DIAGEO &
Tequila Don Julio Brand Director. "Por Amor is not just an anthem,
but an invitation to celebrate the modern spirit of the country
that this brand calls home and collaborate directly with its people
who live Por Amor."
"As a Mexican American artist I have always felt inspired by my
culture. To be asked to film a love letter to mi Mexico, as my directorial debut, has been an
honor and a great privilege," shares Director, JC Molina.
"The brand's explosive growth in the US has been a result of
sharing our tequila that was created out of love for craft, and
this campaign is setting the stage for our next chapter," shares
Christina Choi, Senior Vice
President of Tequila at Diageo North America. "We've been a leader
in defining luxury tequila and its culture. As we continue to share
our love for tequila making with the world, we are once again
defining what it means to be at the forefront of the category by
partnering with Mexican creatives who demonstrate the same
unparalleled drive to live Por Amor."
The stunning new work was created in partnership with Anomaly NY
and Creative and Co-Director Leanne
Amann. The campaign will roll out in markets around the
world for the largest globally-led campaign in the brand's history.
The first markets include the US, Canada and Mexico and will be supported through a robust
global marketing mix in OOH, paid media, social, digital, press
outreach, and events.
To help bring the campaign to life, Mexican-American celebrity
photographer and cultural curator Carlos
Eric Lopez captured stunning portraits of each
collaborator on set in Mexico and
interviewed everyone during the campaign shoot to tell their
creator stories behind the scenes. The result is an amazing
collection that allows these collaborators to share their own love
letters for Mexico with the world.
The brand has also partnered with award winning Mexican-American
designer Willy Chavarria who
reimagined Don Julio González's iconic hat, representing the
brand's famous iconography and a cultural symbol from Mexico. This and many of his incredible
statement pieces can be found throughout the Por Amor campaign
after the hats made their debut on the runway during his recent
NYFW show.
Tequila Don Julio encourages consumers of legal drinking age to
celebrate responsibly. Follow @donjuliotequila on Instagram for
more information on the Por Amor global campaign.
ABOUT TEQUILA DON JULIO
Founded on the pioneering agricultural principles of Don Julio
González and his personal pursuit of perfection, Tequila Don Julio
revolutionized the tequila industry and set the standard for
ultra-premium tequila. The original luxury tequila of choice in
Mexico, Tequila Don Julio uses
only the highest caliber, fully matured and ripened Blue Agave that
has been hand-selected from the rich, clay soils of the
Los Altos region of the state of
Jalisco. The Tequila Don Julio
portfolio includes Tequila Don Julio
Blanco, Tequila Don Julio Reposado, Tequila Don Julio Añejo,
Tequila Don Julio 70 Cristalino, Tequila
Don Julio Rosado, Tequila Don Julio 1942, and Tequila Don
Julio Ultima Reserva. For more information on Tequila Don Julio,
please visit www.DonJulio.com.
ABOUT DIAGEO NA
Diageo is a global leader in beverage alcohol with an outstanding
collection of brands including Johnnie
Walker, Crown Royal, Bulleit and Buchanan's whiskies, Smirnoff, Cîroc and Ketel
One vodkas, Casamigos, DeLeon and Don
Julio tequilas, Captain Morgan, Baileys, Tanqueray and
Guinness.
Diageo is listed on both the New York Stock Exchange (NYSE: DEO)
and the London Stock Exchange (LSE: DGE) and their products are
sold in more than 180 countries around the world.
For more information about Diageo, their people, brands, and
performance, visit www.diageo.com. Visit Diageo's global
responsible drinking resource, www.DRINKiQ.com, for
information, initiatives, and ways to share best practice. Follow
at Twitter and Instagram for news and information about Diageo
North America: @Diageo_NA
View original
content:https://www.prnewswire.com/news-releases/tequila-don-julio-launches-a-love-letter-to-mexico-with-groundbreaking-new-campaign-produced-in-collaboration-with-mexican-creatives-at-the-forefront-of-modern-mexican-culture-301933609.html
SOURCE Diageo