Diageo's Tequila Don Julio Primavera - Product Launch - Just Drinks
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Diageo’s Tequila Don Julio Primavera – Product Launch

By Rhodri Morgan 30 Jul 2021 (Last Updated July 30th, 2021 14:39)

A total of 15,000 nine-litre cases of the new expression are available in the US.

Diageo’s Tequila Don Julio Primavera – Product Launch
  • Category – Spirits, Tequila, 40% abv
  • Available – From this month
  • Location – The US, available through selected off-premise outlets and online
  • Price –  SRP of US$99 per 75cl bottle

Diageo’s North America unit has rolled out a new expression from Tequila brand Don Julio, a year ahead of schedule.

Don Julio Primavera comprises the brand’s Reposado Tequila that has been finished in orange wine casks. The nationwide launch had initially been scheduled for the summer of 2022.

The division confirmed that 15,000 nine-litre cases are available from selected US retailers, with a wider roll-out planned for the originally-scheduled launch date next year. The expression can also be purchased through alcohol e-tailer, ReserveBar.

“This summer has been bursting with a resurgence of celebrations and there’s nothing we like more at Tequila Don Julio than a great party, which is why we are so thrilled to be able to introduce Tequila Don Julio Primavera earlier than planned,” said Diageo North America’s Tequila senior VP, Christina Choi.

This week saw Diageo release its fiscal-2021 results, which showed a 62% sales leap for Don Julio in the US.

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