In 2006, Don Julio planted his final agave field. To celebrate his legacy and this incredibly rare blend, Diageo partnered with global branding agency Jones Knowles Ritchie (JKR) to introduce Tequila Don Julio Ultima Reserva – a new luxury product within the Don Julio portfolio. Inspired by the pina themselves, the multi-faceted crystal bottle pushes the boundaries of glass design, while the elongated stature disrupts the category code of short, stocky bottles. This unique Tequila and bottle design stands proudly at the price point usually reserved for Scotch or Cognac, elevating Tequila to where it belongs among the world of luxury spirits.

Synonymous with luxury Tequila in the US, Don Julio wanted to secure its place as leader of the category by launching a new limited-edition product that would be the pinnacle of its portfolio—and the ultimate symbol of luxury.