Diageo Global Travel’s premium tequila brand Don Julio, has launched a summer campaign across travel retail in Europe and the Americas. The campaign aims to educate holidaymakers on how to create the perfect tequila-based drinks over the summer season.

Tequila is becoming increasingly popular in Travel Retail and Don Julio is now the number one tequila brand in duty free. Cocktail culture is also big, with consumers increasingly looking to be inspired and educated on how to create beautiful looking, great-tasting drinks when on holiday or at home.

Don Julio is tapping into this trend with the first ever travel retail campaign for the trademark range to hero the ‘serve’ over the bottle.

Don Julio’s ‘The Summer of Serve’ campaign includes:

Sampling: Sampling activations from the 1st July to 30th September, across major travel hotspots, including Madrid, London Heathrow, London Gatwick, Stansted, Frankfurt, Mexico City, and Cancun.

Tastings: Passengers can take part in tasting sessions, where they can discover the versatility of tequila in cocktails and try either a Don Paloma or Don Margarita.

We Paloma: The campaign will hero ‘We Paloma’ in Europe, given the rising popularity of the Paloma cocktail in the region, introducing consumers to refreshing grapefruit-based Paloma cocktails that are simple to make and taste delicious.

Margarita season: Across the US and Americas the campaign will hero the Margarita, given that it continues to be the cocktail of choice across the region. The Margarita ranks the 3rd top cocktail in the world, according to the 2025 Drinks International Cocktail Report.

Consumers are becoming increasingly knowledgeable about the provenance, heritage, and versatility of the tequila category. Education still has a big role to play in making the category accessible, and this campaign aims to upskill individuals so they can create their own Paloma or Margarita either when travelling or when they return home.

Commenting on the campaign launch, Andrew Cowan, Managing Director of Diageo Global Travel said: “Tequila is a big part of cocktail culture right now, and consumers are looking to be inspired and educated to recreate mixologist-quality drinks when on holiday or at home. By bringing to life ‘We Paloma’ and ‘Margarita Season’ , Don Julio is making it easier than ever for travel retail shoppers to make the perfect tequila-based cocktail..”