New ways of presenting and serving super-premium tequila Don Julio have been developed by Diageo Reserve to meet increasing demand for luxurious experiences when drinking out.
They have been created by Don Julio’s Western European brand ambassador Deano Moncrieffe to highlight the brand’s heritage and luxury credentials.
A new “glorifier” in the shape of an elegant glass prism has been created for holding the tall Don Julio 1942 bottle, with a subtle branded plaque at the base.
Warm lighting from beneath highlights the beautifully designed bottle and creates a stunning centrepiece for tables in nightclubs, bars and restaurants.
Rather than having their bottle of tequila placed in a cabinet behind the bar, consumers can have the glorifier on their table and then securely lock any remaining tequila away until they return to the venue.
In another new serve, smoke is pumped into a transparent box housing either two, four or six shot glasses, with different flavours for the expressions in the Don Julio range. Don Julio Blanco is infused with kiwi and vanilla, the Reposado with apricot, and the Añejo with banana and tropical fruit flavour.
It has been created to encourage sharing but the box can also be used by bartenders to make smoked cocktails.
Deano said: “Consumers don’t just want tequila, they want the experience that tequila brings. No other spirit has such ritual associations, and while luxury consumers have moved on from the traditional salt and lime, the spirit is generally still about celebrating.
“With the 1942 glorifier, we accentuate the experience of having the bottle served to your table, bringing people together, while the flavour shots bring a new ritual to tequila, but it’s always based around sharing.
“Luxury tequila is where the category growth is and people are beginning to understand it and experiment with it – these serves will help bartenders to encourage sales of tequila by presenting interesting new ways to enjoy the spirit.”