Cover Bottles of Don Julio tequila, including the Don Julio Rosado and the Don Julio Ultima Reserva, on display at the ‘Don Julio Por Amor’ launch party
Bottles of Don Julio tequila, including the Don Julio Rosado and the Don Julio Ultima Reserva, on display at the ‘Don Julio Por Amor’ launch party
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The beloved tequila house held an epic launch party, where it unveiled some premium expressions, the Don Julio Rosado and the Don Julio Ultima Reserva
Do you know what you’re willing to do for love? Tequila Don Julio does. Last year on September 20, 2023, the tequila brand launched the “Don Julio Por Amor” campaign that was designed as “A Love Letter to Mexico”. “Por Amor” is the tequila house’s new philosophy; subtitled with the slogan, “If not for love, then for what?”, the campaign invites you to question your intrinsic motivations and the things you love—just as Don Julio González loved the craftsmanship of tequila and its connection to Mexican heritage when he set out to transform his agave into the spirit in 1942.
Of course, the love of tequila is global, and “Don Julio Por Amor” celebrates that. “It allows us to share with the world that mystical way of being of Mexicans and exalt the origin of tequila, one of the drinks with the greatest cultural roots in the world,” Jay Sethi, the director of marketing and innovation for Mexico at Diageo, said at the campaign’s launch. In that spirit of global love and passion, Tequila Don Julio finally invited Singaporeans to consider what they would do for love with a launch party for “Don Julio Por Amor” at Tipsy Unicorn on June 2.
Don’t miss: How Don Julio tequila celebrates its founder’s love for Mexico and its people with global campaign
Above Launch party for ‘Don Julio Por Amor’ on June 2
Launch party for ‘Don Julio Por Amor’ on June 2
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Of course, there was more than enough tequila to go around for partygoers on the dance floor and in the pool, where their celebrations were soundtracked by pumping beats courtesy of DJ Aldrin, named Asia’s No. 1 DJ by Dance Magazine Muzik. Accompanying Aldrin at times was Singapore-based Indonesian singer Arya Yunata, who has stolen hearts with his street busking. Putting it all together was emcee Caitanya Tan, who fuelled the flame of love for Don Julio tequila all night.
What’s a Don Julio party without some excellent alcohol? The launch party of “Don Julio Por Amor” in Singapore saw the surprise release of not one, but two exclusive expressions to light up the night. The first, the Don Julio Rosado, is a reposado tequila that has been finished for at least four months in ruby port casks, located in the Duoro wine region of Portugal. The result is a tequila with a pretty pink hue and notes of dried red fruit and strawberry, rounded with a caramel body.
Above Caitanya Tan, Sandy Sax, and Arya Yunata
Caitanya Tan, Sandy Sax, and Arya Yunata
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The Don Julio Ultima Reserva was the second surprise release, and like its name suggests, it is the house’s ultimate offering. Made from the last agave harvest to have been planted by Don Julio González in 2006, this tequila is matured for 36 months with the Solera ageing process in old bourbon casks, before it is finished in madeira-seasoned casks. Combining fruity notes with more indulgent toasted oak, caramel and cinnamon profiles, this tequila was designed to be savoured and loved.
Read more: A night of revelry at Amber Lounge with Don Julio 1942
Above DJ Aldrin behind the DJ at the ‘Don Julio Por Amor’ launch party
DJ Aldrin behind the DJ at the ‘Don Julio Por Amor’ launch party
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Heralding the releases were sets by DJ Aldrin and French saxophonist Sandy Sax, famed for his eclectic blend of classical jazz and electronic music. Fans of his would be pleased to know that besides a rendition of All I Need is Your Love Tonight by David Guetta, he also played his remix of Insomnia by Faithless, which had made him popular during the pandemic.
So what do you love and what are you willing to do for it? We know that we love Don Julio tequila for its craft and exquisite flavour, and so did the revellers at Tipsy Unicorn. Needless to say, the bottles kept flowing well into the night.
Imbibers can enjoy Don Julio at Marquee/Avenue, High House, Zouk and Tipsy Unicorn. To enjoy Don Julio tequila at home, visit paneco.com.sg and cellarbration.com.sg.
Please drink responsibly. Learn more at DrinkIQ.com.
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Ethan is a dining writer with Tatler Singapore. Trained in literary arts and filmmaking, their work has previously been published in Esquire Singapore, Men's Folio, and with the Asian Film Archive and the Singapore International and Film Festival, across a wide range of interests from gastronomy to fashion and arts criticism.
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Ethan writes about exciting news in the F&B industry, specialising in fine dining, exclusive spirits launches, and new restaurants. They are always looking for riveting voices to bring something fresh to an already-dynamic industry.
Follow them on Instagram at @faustiangourmand.
