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.