DJ Peggy Gou Is Don Julio’s First Global Collab—And Travel Retail Is In The Mix As Tequila Booms [Forbes]
Diageo plc (DEO)
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Source: Forbes
It has been renamed Tequila Don Julio 194? (? is Korean for Gou the surname fortuitously rhyming with two) The move from Don Julio is significant because this is the brand's first global product collaboration designed to build on stellar tequila/agave sales growth for Diageo in a declining spirits market last year, according to IWSR. Gou is a good choice as the brand has already made inroads into the nightlife and music culture scene, so a big-scale DJ collab was an obvious next step. Gou, a Forbes 30 under 30 in 2019 , hasn't just slapped her name on the product, like some celebrities have. The bottle has been “entirely designed” by her, and Diageo says that it “perfectly embodies her signature aesthetic: a blend of high-end fashion and bleeding-edge street style.” The DJ, who also designed the box, said: “I wanted to create a bottle that stops you in your tracks the moment you see it.” Before the official global launch in New York on April 2, Diageo had already primed consumer
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