Don Julio Luxury Portfolio
Don Julio Gonzalez believed, “When you have passion, you have everything”. It’s this devotion to craft that inspired his creation of the world’s first luxury tequila. Diageo looked to expand on his legacy by introducing Ultima Reserva and Primavera, a luxury tier built around his legendary 1942 Añejo tequila. These innovational releases celebrate the exceptional quality set out by a simple farmer who pioneered, and forever changed an industry.
Work created at Jones Knowles Ritchie
Creative Director: JB Hartford
Designer/Director: JP Elliott
Photohgraphy: Force Majeure
In 2006, Don Julio, with his family, planted their final agave field. In honor of his devotion and craftsmanship, this agave harvest was carefully distilled, barreled, and set aside for a special use. To preserve this tequila and the exquisite agave piñas behind it, A solera aging system was implemented, allowing Don Julio’s final agave harvest to remain at the heart of this special extra añejo tequila.
In commemoration of this special harvest we created a bespoke bottle capturing the passion and process of the pinnacle in Don Julio’s luxury portfolio. The Agave Blade shaped bottle sits as the tallest of all the offerings acting as a monument to the legendary tequila maker. The base reflects cuts from the jimador’s coa creating a refracted beauty to liquid within, while atop a glass piña rests, sealing the jewel of Don Julio Gonzalez Collection.
In his true innovative spirit, Don Julio González was a pioneer in creating ultra premium tequila and believed reposado tequila was tequila at its finest. Embracing the legacy of its founder’s innovative spirit, Tequila Don Julio Primavera features a deliciously smooth expression that takes the brand’s traditional Reposado and finishes it in orange wine casks, which previously held wine infused with macerated orange peels, striking the balance of citrus and honey — a tequila made for moments spent outdoors, in the daytime, with friends.
To capture this opportunity and build on the quality and equity of Don Julio’s innovative new offering, To celebrate the union of agave and orange we, again, started with 1942’s Iconic agave blade shape, monumentalizing it’s place within the luxury portfolio we brought the height down and refined the base to be representative of a sculpturaly modern droplet.
