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Diageo expands its tequila portfolio in India, introduces Don Julio, ET BrandEquity

Diageo has introduced tequila brand Don Julio in the Indian market to catch up on the premiumisation trend. It will be currently available in cities like Haryana, Maharashtra, Chandigarh, and Goa, and by the next quarter, the company is planning to make it available across India, Shweta Jain, chief business officer- luxury, reserve & craft, India & South Asia at Diageo told ETRetail.

The company is planning to launch the entire portfolio of the tequila brand in India. Don Julio Blanco and Don Julio Reposado are already available across Haryana, Chandigarh, Maharashtra, and Goa, while Anejo and 1942 will be available from December 18 onwards.

“India has seen a massive surge in desire for luxury consumption in recent years with the rise of a new class of luxury explorers who appreciate exceptional quality, and the arrival of Don Julio to India is a testimony to this,” she stated.

The comapny has no plans to set up a manufacturing plant for the brand here in India. It will be manufactured and bottled in Mexico.

“Don Julio is geotagged and anything made outside of a region in Mexico cannot be called tequila,” she said.

In 2014, Diageo acquired the Don Julio brand from Casa Cuervo. This acquisition helped the brand expand its global presence and reach a broader audience.

“We have plans to expand our portfolio of tequila going ahead and we will be getting Casamigos, the other tequila brand, in India soon. We are not depriving the Indian consumer of any variety of choices that they would get to make from the Diageo portfolio anywhere else in the world,” she stated.

“We are also working with the cocktail bars across the country, big and small equally, to add a distinct flavour to margaritas and palomas with Don Julio at the heart of them,” she further added.

At present, Diageo manufactures, sells, and distributes a portfolio of premium brands such as Johnnie Walker, Black Dog, Black & White, VAT 69, Antiquity, Signature, The Singleton, Royal Challenge, McDowell’s No1, Smirnoff, Ketel One, Tanqueray, Captain Morgan and Godawan, an artisanal single malt whisky from India.

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  • Published On Dec 5, 2023 at 10:00 AM IST

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