Featured image for JKR Helps Ultima Reserva Blend Legacy & Luxury

JKR Helps Ultima Reserva Blend Legacy & Luxury

by Chloe Gordon on 03/15/2023 | 3 Minute Read

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. 

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Introducing Tequila Don Julio Ultima Reserva: an incredibly rare blend of Tequila created to celebrate the legacy of Don Julio. With only 4000 cases released and retailing at $500 a bottle, this limited-edition luxury Extra Añejo Tequila was made with the final agave harvest planted by Don Julio González himself in 2006. To preserve this tequila and the exquisite agave piñas behind it, the Solara ageing method was used, combining and maturing Tequilas of different characteristics finished in unique casks, allowing the final agave harvest to remain at the heart of this rare Extra Añejo Tequila.

JKR partnered with Diageo to bring Don Julio’s legacy to life with a new luxury bottle and pack design that represented his passion and devotion to the land of Atotonilco Highlands, while fitting seamlessly into the brand’s broader portfolio. A rare and special Tequila, the bottle and packaging establishes Don Julio Ultima Reserva as the pinnacle of luxury Tequila. 

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Drawing inspiration from the Tequila’s ingredients and the land on which they grow, the bottle is adorned with piña-inspired designs – from the etched cap to the faceted crystal-cut base, pushing the boundaries of typical glass manufacturing. The elongated stature is reminiscent of the Agave blades growing in the highlands of Jalisco, highlighting the exceptional quality of the Tequila inside.

The unique height of the bottle disrupts the category and stands out on-shelf, subverting traditional category codes of short, stocky bottles. 

The neck of the bottle features a metal collar bearing Don Julio’s signature; a way to honor his legacy and authenticity. These metallic details, together with gold used in the Don Julio logo, are additional details that enhance the bottle’s luxury expression.

The secondary pack reflects the colors of the land and the verdigris of the blue weber agave. The monolithic shape is inspired by the blades of the agave as well as modern Mexican architecture, with all brand assets providing a visceral connection to the man behind the brand—his enigmatic silhouette, the colors and the textures of his land.

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Blending legacy and luxury for the ultimate Tequila experience, Ultima Reserva was listed as one of the “Top 11 Spirits of 2022” and “The Best Tequila of 2022” in the Robb Report. Ultima Reserva retailed at $500 but has sold on online marketplaces such as eBay and Tipxy for over $1300, while the empty bottle alone also sells for over $250 – proving that the luxury packaging is desired almost as much as the rare Tequila inside. 

  • Designed By: Jones Knowles Ritchie
  • Global Chief Creative Officer:: Tosh Hall
  • CEO, North America:: Sara Hyman
  • Group Creative Director:: JB Hartford
  • Design Director:: JP Elliott
  • Designer:: Kieran McMaster
  • Structural Design Director:: Tim James
  • 3D Visualization Director:: Mat Brown
  • Group Account Director:: Laura Wall
  • Account Director:: Becca Keith
  • Senior Account Manager:: Emma Melamed
  • Group Strategy Director:: Hayley Burnham
  • Senior Strategist:: Elisabeth Powell
  • Print Production Director:: Stephen Kwartler
  • Senior Production Designer:: Miguel Altagracia
  • Marketing Director:: Amy Maw
  • Marketing Manager:: Carolyn McKeown

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