Don Julio brings 1942 1.75L to the UK on-trade


Don Julio 1942 Magnum

Diageo Reserve’s super-premium tequila Don Julio is launching 1.75 litre bottles of Don Julio 1942 to the UK on-trade in April.

The magnum-sized elongated bottle, which is inspired by the agave leaf, will be supported with stand-out visibility “to enhance celebration moments across the country”.

While the bottle may have grown, the liquid inside remains the same. Don Julio 1942 is produced using a personal selection of blue agave grown for six to eight 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 “smooth and incredibly complex”, featuring caramel and spiced undertones, with an oak and rich sweet-dry finish.

Rich Larkin, head of Diageo Reserve GB, said: “Premium tequila is continuing to grow in popularity, up 4.3% by volume and 4.7% by value year on year, 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, Millennium, Speciality Drink and Justerini & Brooks.

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