Diageo Global Travel has unveiled a new limited-edition Don Julio 1942 bottle design celebrating Mexican art and culture, created in collaboration with Mexican artist and, long-time brand collaborator Claudio Limón.
Launching exclusively in Avolta stores across Mexico, the bottle design features The Night Carnival, an original design inspired by the colour, energy and spirit of Mexican celebrations after dark. Launched on 15th October to coincide with Día de Muertos celebrations, the exclusive bottle design will be available at Mexico City, Cancun and Guadalajara airports, before rolling out to global travel retail from January 2027. The collaboration responds to growing demand for discovery and exclusivity in duty free, with almost one-third of shoppers seeking exclusive or limited-edition products1. Gifting is also an important driver of purchase, and this limited-edition Don Julio 1942 bottle offers travellers a unique way to mark their journey, whether as a gift for someone special or a luxury treat to take home.
The launch in duty free will appear at every stage of the traveller journey, engaging consumers before they reach the airport and once inside the terminal. In Mexico City and Cancun, digital out-of-home and Uber advertising will build awareness ahead of arrival, complemented by airport activations across Mexico City, Cancun and Guadalajara, including sampling, personalisation and digital experiences for travellers.
A long-time Don Julio collaborator who grew up near the brand’s distillery in Jalisco, Limón has previously brought the brand’s story to life through murals, installations and campaigns across Mexico and the U.S.
Andrew Cowan, Managing Director, Diageo Global Travel, said: “We know the power of storytelling, sense of place, and exclusivity when it comes to engaging people into spirits duty free. Through this exciting collaboration we are not only sharing the story of Mexico and a piece of its rich culture with travellers from all across the world, but we are also offering passengers the chance to buy and enjoy something unique. It’s a bottle we hope people will want to discover for themselves, gift to someone else, or take home as a reminder of their journey.”
AVOLTA SPOKESPERSON, said: “Our partnership with Diageo continues to bring exciting and exclusive experiences to travellers. We are delighted to collaborate on the launch of this limited-edition Don Julio 1942 design in Mexico, bringing together an iconic premium tequila with a celebration of Mexican art and heritage. Through engaging in-store activations and personalised experiences, we are proud to support Diageo in showcasing this unique collaboration and bringing it to life for travellers.”
Claudio Limón, said: “I grew up in Arandas, a small town in Jalisco, Mexico, just down the road from where Don Julio González began his journey. I was always surrounded by the vibrant colors of our landscapes and the traditions that define our culture. I always dreamed of sharing my art with the world, and now, with The Night Carnival, I feel I can share my vision by capturing the energy of Mexico when night falls. At night, everything becomes special, and the way we celebrate as Mexicans is pure magic. Collaborating with one of my favorite tequilas, Don Julio 1942, is an honor because it gives me the opportunity to share my pride in being Mexican through my art on such an iconic bottle that represents the very best of Mexico.”
The limited-edition Don Julio 1942 bottle will be available exclusively through Avolta in Mexico for three months from October 2026, before launching across global travel retail from January 2027. The design has been created exclusively for the travel retail channel and will be available for a limited two-year period.
1 M1ndset Shopper Study 2025
