The raging tequila market has been a mixed blessing of sorts for the stalwart Don Julio brand. It has benefitted from rising sales and consumer interest at the same time it finds itself competing against more and more tequila brands, which together have muddied distinctions between one brand and the next.

“It’s a sea of sameness,” said Christina Choi, senior VP for tequila, gin and breakout growth brands at Don Julio parent Diageo. “Every brand looks the same: you see agave fields, the serves, the occasions.”

With an eye toward reminding consumers of its unique brand strengths—its authentic Mexican heritage and the ideals of its founder Don Julio Gonzalez—Don Julio is releasing a new brand anthem this week. The 60-second spot from Anomaly, called “A Love Letter to Mexico,” is meant to show how Don Julio is bringing Mexican culture to the world.

“We’re super proud of our Mexican roots, because that’s where we really come from. And that’s what sets us apart from so many of the brands that are coming out, many of them being celebrity-backed and whatnot,” Choi said. “So the ambition for this work was to really put modern Mexico on a global stage.”

Tequila grew at a 4% compound annual growth rate between 2017 to 2022, with higher-end tequilas such as Don Julio leading the way, according to IWSR Drinks Market Analysis. Don Julio ranked as the No. 2 tequila brand to Casamigos last year, with sales of 2 million cases, according to Shanken News Daily. Don Julio volume increased by 18.2% through June of this year, Shanken figures showed. 

Tequila is second only to ready-to-drink cocktails among the fast-growing liquor categories, said Choi, and with room to grow: Tequila is still only two thirds the household penetration of vodka and whiskey.

Choi attributed tequila’s popularity to it being “delicious and versatile,” running from clear varieties used as drink mixers through aged variants made for sipping. “And I think it’s a really celebratory spirit. It embodies the spirit of Mexico, which is very vibrant, and for the lack of a better word, fun, and I think everybody wants a little of that,” she added.

The new campaign is set to launch in the U.S., Mexico, and Canada. It will include digital, social and out-of-home assets along with content meant to entice consumers to try different varieties of the brand. The anthem was created in collaboration with a selection of Mexican creatives, including a directorial debut from Mexican director JC Molina, cinematographer Flavia Martinez, stylist Nayeli De Alba and photographer Thalia Gochez.

“We think this is going to help us stand apart, with all of these brands that are that are coming up that are that are new, that don't have half the depth and authenticity that we have,” Choi said. “It’s an opportunity for us to be loud and proud about tequila and Mexico.”