• Category – Spirits, Tequila, 40% abv
  • Available – From this month
  • Location – The US, available through selected off-premise outlets and online
  • Price –  SRP of US$99 per 75cl bottle

Diageo‘s North America unit has rolled out a new expression from Tequila brand Don Julio, a year ahead of schedule.

Don Julio Primavera comprises the brand’s Reposado Tequila that has been finished in orange wine casks. The nationwide launch had initially been scheduled for the summer of 2022.

How well do you really know your competitors?

Access the most comprehensive Company Profiles on the market, powered by GlobalData. Save hours of research. Gain competitive edge.

Company Profile – free sample

Thank you!

Your download email will arrive shortly

Not ready to buy yet? Download a free sample

We are confident about the unique quality of our Company Profiles. However, we want you to make the most beneficial decision for your business, so we offer a free sample that you can download by submitting the below form

By GlobalData
Visit our Privacy Policy for more information about our services, how we may use, process and share your personal data, including information of your rights in respect of your personal data and how you can unsubscribe from future marketing communications. Our services are intended for corporate subscribers and you warrant that the email address submitted is your corporate email address.

The division confirmed that 15,000 nine-litre cases are available from selected US retailers, with a wider roll-out planned for the originally-scheduled launch date next year. The expression can also be purchased through alcohol e-tailer, ReserveBar.

“This summer has been bursting with a resurgence of celebrations and there’s nothing we like more at Tequila Don Julio than a great party, which is why we are so thrilled to be able to introduce Tequila Don Julio Primavera earlier than planned,” said Diageo North America’s Tequila senior VP, Christina Choi.

This week saw Diageo release its fiscal-2021 results, which showed a 62% sales leap for Don Julio in the US.

In turbulent times, spirits brand owners fall into the arms of celebrities – Click here for a Just Drinks comment