Don Julio 1942 Hacienda

Client: Diageo Luxury Company

The Don Julio 1942 Hacienda at Rosewood London was an exclusive first of its kind brand experience celebrating the craftsmanship, heritage, and luxury positioning of Don Julio 1942 tequila. This activation transformed Rosewood London’s terrace into an elegant Mexican hacienda, welcoming hotel guests, VIPs, media, and high-net-worth individuals. The experience featured bespoke tequila tastings, curated cocktails, elevated Mexican-inspired dining, and cultural activations, reinforcing Don Julio’s status as the premier luxury tequila choice.

The Hacienda was designed to deepen brand engagement, increase visibility, and drive cultural authenticity. It combined premium hospitality with immersive storytelling through: - A stunning venue transformation inspired by Jalisco’s agave fields. - Exclusive food & drink offerings, including signature Don Julio 1942 cocktails, the bespoke piñata dessert and curated dishes by Executive Chef Fernando Corona Burch. - Engaging entertainment, featuring live DJs, traditional face painting, tequila tastings, and exclusive events for key audiences. - Interactive cultural elements, such as a Día de Muertos altar and a piñata dessert created by Bompas & Parr. The Hacienda significantly elevated Don Julio 1942’s brand presence, delivering outstanding engagement and media impact: - 23 pieces of media coverage in high-profile outlets (Stylist, CN Traveller, Gentleman’s Journal). - 18.3M total media audience reach - 26.2M social visibility impressions - 105M total reach across channels Final data on attendance, cocktail serves, and guest sentiment are being consolidated, but initial feedback highlights an overwhelmingly positive reception, reinforcing Don Julio 1942’s legacy as a leader in the luxury spirits category.