Diageo unveils limited-edition Don Julio 194구 in collaboration with DJ Peggy Gou

Tequila Don Julio has struck a creative partnership with world-renowned DJ and producer Peggy Gou. The first release in the partnership is the limited-edition Don Julio 194구 (with ‘구’ pronounced ‘Gou’). The expression marks a bold direction for the Diageo-owned brand, fusing premium spirits with high fashion and contemporary music culture.

Don Julio 194구 is the first-ever global product collaboration from Tequila Don Julio 1942. The bottle design complements the ultra-smooth taste of Tequila Don Julio 1942, with notes of caramel and oak and a lingering warmth and sweetness.

The broader collaboration with Gou underscores Tequila Don Julio’s long-standing ties to nightlife and creative culture, with the limited-edition bottle serving as both a collector’s item and a celebration of global creative expression.

Launching on 2 April, the release will be rolled out in select travel retail locations, including Dubai International Airport Concourse 3, Heathrow Airport terminals 2 and 5, Barcelona El Prat Airport Terminal 1, Singapore Changi Airport and Cancún International Airport Terminal 3, with availability extending to key domestic markets.

Gou, known for her edgy style and influence across music, fashion and art, brings her distinctive aesthetic to the bottle design. Presented in packaging that includes a bespoke illustration by Gou on the inner carton, the release blends a streetwear-inspired theme with sophisticated motifs.

Diageo Global Travel Managing Director Andrew Cowan commented: “We’re thrilled to be introducing Don Julio’s first-ever culture limited time offering to ever discerning global travel consumers who are looking for something special.

“Peggy’s impeccable sense of style and design, paired with our timeless bottle and award-winning tequila, has sparked a partnership that embodies refinement and cultural influence. We hope her fans around the world enjoy this exclusive bottle.”