Diageo Global Travel has launched a summer campaign across travel retail in Europe and the Americas for its premium tequila brand Don Julio. The campaign is designed to educate consumers on how to create the perfect tequila-based drinks.
Don Julio’s ‘The Summer of Serve’ campaign features extensive sampling activations across major travel retail hotspots from July 1 to September 30, including Madrid, London Heathrow, London Gatwick, Stansted, Frankfurt, Mexico City, and Cancun.
Across the U.S. and the Americas, the campaign will hero the Margarita, which continues to be the cocktail of choice across the region. The Margarita ranks the 3rd top cocktail in the world, according to the 2025 Drinks International Cocktail Report.
The campaign will hero We Paloma in Europe, introducing consumers to refreshing grapefruit-based Paloma cocktails.
Consumers are becoming increasingly knowledgeable about the provenance, heritage, and versatility of the tequila category, says Diageo. Education still has a big role to play in making the category accessible, and this campaign aims to upskill individuals so they can create their own Paloma or Margarita.
“Tequila is a big part of cocktail culture right now, and consumers are looking to be inspired and educated to recreate mixologist-quality drinks when on holiday or at home. By bringing to life We Paloma and Margarita Season, Don Julio is making it easier than ever for travel retail shoppers to make the perfect tequila-based cocktail,” says Andrew Cowan, Managing Director of Diageo Global Travel.
