Don Julio Tequila Teams Up With Apple Vision Pro for Guided Tastings, Mixology Demonstrations and Tours
(Photo: Don Julio)
The digitized future of tequila advertising has taken on many, many forms over the past few months. If you’re one of the lucky few who forked over $3,500 for Apple’s latest VR headset, you’ll soon be able to tour the agave fields of Jalisco from the comfort of your living room.
On Monday, Don Julio announced a suite of Apple Vision Pro immersions that’ll hit the app store in spring. The first of the bunch will allow users a behind-the-scenes look at the tequila-making process, highlighting the harvesting, baking, distillation and aging of Don Julio’s products.
The move comes months after Diageo — the British spirits giant behind Don Julio, Casamigos, Johnnie Walker and more — launched a Digital Concepts lab to explore activations in the metaverse. At the time, the company indicated that VR, AR and AI-powered tools would soon be on the menu.
“Apple Vision Pro offers us a new opportunity to bring consumers closer to the vibrant world of modern Mexico and all that goes into making Tequila Don Julio an iconic brand,” said Sophie Kelly, Senior Vice President of Global Tequila and Mezcal Categories at DIAGEO.
“Spatial computing gives us a rich canvas to deliver the closest version of the physical world of Tequila Don Julio through digital content, while allowing users to stay wherever they are in the world. What was once limited to visitor centers, distillery tours and physical activations, we’re now able to inspire and educate seamlessly with behind-the-scenes access to our award-winning portfolio.”
Diageo has promised that guided tastings, mixology demonstrations and “experiences” will be added to the app in the months after launch.
Though Don Julio is one of the first distillers on Apple Vision Pro, it’s among many taking advantage of the vaguely defined tequila metaverse. Since 2022, Jose Cuervo and Patron have each launched digital activations complete with games, real-life rewards and branded NFTs. Tequila San Matias soon elevated the stakes by “buying” a digital plot of land in which users can cultivate and harvest their own agaves.
In time, drinks at your local dive bar may well be replaced by a stream of boozy pixels. We wait with bated breath.
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