Don Julio and Superstar DJ Peggy Gou share Tequila Love

 Tequila Don Julio, the world’s #1 tequila portfolio, today announced a new creative partnership with world-renowned DJ, producer and culture powerhouse Peggy Gou. Find our more in Don Julio and Superstar DJ Peggy Gou share Tequila Love

As part of this global collaboration, the brand is launching in London, Don Julio 194구, a limited-edition bottle available at select retailers worldwide while supplies last. Don Julio 194구 is the first-ever global collaboration from Tequila Don Julio 1942, celebrating and sharing the renowned Mexican product around the world.

Designed in collaboration with Peggy, the bottle stands as the ultimate statement piece, perfectly embodying her signature aesthetic (a blend of high-end fashion and bleeding-edge street style) while pushing the boundaries of artistry and craftsmanship. It’s the perfect complement to the ultra-smooth, luxurious taste of Tequila Don Julio 1942, with its exquisite notes of caramel and oak and its lingering sweet warmth.

The epitome of a collector’s item and a celebration of luxury, Peggy’s striking take on the iconic Don Julio 1942 bottle masterfully fuses heritage with modern touches like its lush mint-green and deep purple colorways. The contrasting holographic “194구” label melds Peggy’s signature branding with Don Julio’s recognisable iconography. With its sleek reflective finish, the elevated chrome cap adds a refined touch that’s befitting of a creative partnership between two titanic tastemakers. 

In a nod to Peggy’s eclectic sense of street style, there is a hand-drawn illustration inset on the carton of each box, incorporating an alluring “shimmer” effect on her jewelry and nails to add a welcome touch of glamour and mystery. The inside of the box is emblazoned with a personal message from Peggy, sharing her passion for this one-of-a-kind collaboration.  

“Peggy’s genuine love for Don Julio 1942 made this collaboration natural and organic. Both Peggy and Don Julio 1942 are arbiters of celebration, from intimate nightclubs in Seoul to massive stages in Mexico City with a hundred thousand people, we both hold the distinct privilege of making those moments unforgettable for our fans. Peggy’s impeccable sense of style and design, paired with our timeless bottle and award-winning tequila, has resulted in a partnership that embodies refinement and cultural influence. We couldn’t be more thrilled to have collaborated with her on this iconic partnership, and we hope fans enjoy this exclusive bottle.”

Jamie Hakim, Global Director of Culture for Tequila Don Julio

This latest offering from Tequila Don Julio debuts with digital spots directed by acclaimed filmmaker Nabil Elderkin. Known for merging art, music and culture, Nabil brings a future-forward vision to life in a striking film that captures the essence of Don Julio 194구.

Accompanying still imagery by renowned Korean photographer Hong Jang Hyun and longtime partner of Peggy Gou, further elevates the campaign’s refined visual identity. The campaign will be featured in digital, social and OOH globally – from New York to London to Seoul.

After weeks of teasing the campaign through cryptic clues, including sightings of the “194구” logo in several high-traffic areas around the world and Peggy conspicuously wearing the “194구” logo at recent shows, the official global launch activations will kick off in New York City on April 2^nd – a deliberate nod to 19(4/2), the year Don Julio Gonzalez founded the brand.

The event will feature a souvenir shop façade with “194구” merch, leading guests into a hidden space where a vibrant party will bring the collaboration to life, immersing attendees in the inspiration behind the bottle redesign. Following, Peggy and Don Julio will pop up in leading cities including London, Milan, Seoul and Hong Kong to keep the global celebration going. 

The limited-edition Don Julio 194구 bottle designed in collaboration with Peggy Gou will be available globally in a standard 750ml or 700cl bottle dependent on market, at select retailers until supplies last – including the United States, Great Britain, Italy, Spain, South Korea, Hong Kong, Singapore, Japan, Dubai, Mexico and more. 

Available in limited quantities worldwide, Tequila Don Julio 194구 (구 pronounced “Gou”) is a special edition bottle celebrating the brand’s deep roots in nightlife and music culture

The limited-edition bottle will be available to purchase as LN-CC from Tuesday 8^th April to Saturday 12^th April or online at thebar.com/en-gb.