Don Julio Will Dock a 200-Foot Megayacht Off the Coast of Manhattan for the FIFA World Cup

(Photo: Don Julio)

Today in unexpected spirits news: Don Julio Tequila is planning to celebrate the FIFA World Cup by docking a 200+ foot megayacht at Chelsea Piers in downtown New York City. Yes, we too have some questions — now let’s try our best to answer them.

On Thursday, the tequila brand announced the Port of Champions, described as a week-long luxury takeover taking place from July 13-19. Timed to coincide with the final day of the World Cup tournament, the event space will include a tented waterfront pavilion erected next to a multi-story megayacht decked out in splashy shades of gold and green, decorated with, of course, plenty of obligatory Don Julio branding.

According to the brand, the Port will host a diverse lineup of day-to-night programming, including DJ sets, elevated dining experiences, podcast recording studios and intimate tequila tastings in an on-board speakeasy. Don Julio slyly added that “global tastemakers, athletes and influential voices” will be in attendance, though no celebrities were mentioned by name in the news release.

Also unmentioned in the news release is how to score an invite. If we had to guess, attendance will either be limited to a) influencers, writers and friends of the brand or b) people who wait on a waitlist to secure a spot (most likely, some combination of the above). The event is still over a month away, so expect details to come before its grand opening.

“With the tournament culminating in New York and New Jersey, we saw a unique opportunity to create an experience that matched the prestige and attention surrounding the week leading into the Final match,” Julian Garcia, VP of Tequila Don Julio at Diageo North America, remarked.

“Port of Champions is the brand’s most ambitious expression of luxury hospitality, and the scale of this experience reflects how we continue to evolve with culture and our community, while staying true to the role Tequila Don Julio 1942 has long played at the center of celebration.”