Don Julio is for people who are part of what I like to call the “new old school”. They’re instinctively drawn to the authentic, the well-crafted and the real. Vinyl over streaming, signed first editions over e-books, one custom-made suit over off-the-rack. And with the “know your tequila” campaign, we tapped into this mindset by inviting young connesiours to expand their knowledge of how a true luxury tequila is made and meant to be enjoyed.

Through print, retail, web and social, we brought new “Dons” into the fold – increasing national awareness and making the brand stand out from competitors who still think tequila is for doing shots on spring break.