Legendary tequila brand Don Julio sends a message of love and dedication with its new Por Amor global campaign

Electrifying. Vibrant. Passionate. Don Julio threw one of the most high-octane poolside parties of the year at the Tipsy Unicorn Beach Club on 2 June. Replete with neon lights, pulsing beats, and a star-studded guest list that included DJ-influencer Jade Rasif and beatboxing sensation Dharni Ng with his wife, Polish influencer Weronika Heck, it was a night to remember.

And the occasion? To commemorate the Singapore launch of “Don Julio Por Amor”, the latest global marketing campaign by the celebrated luxury tequila marque.

That said, Por Amor (“For Love”) is more than just a campaign; it’s an ode to the company’s late eponymous founder Don Julio González’s unwavering passion and dedication to tequila-making. His philosophy, “If not for love, then for what?” echoes through the campaign message – urging us to confront the motivations behind our pursuits in life and, as we do so, pursue those passions with love and dedication. Filmed entirely in Mexico, the video vignette for the Por Amor campaign anchored the launch, showcasing the country’s breathtaking landscapes and vibrant culture that inspired Don Julio’s exquisite tequilas.

The Singapore launch brought the Por Amor ethos to life through an immersive musical experience. The evening featured a stellar lineup of international and local artists, each adding their unique flair to the celebration. Saxophonist Sandy Sax captivated the audience with his innovative fusion of classical jazz and modern electronic music, while Singaporean DJ Aldrin, hailed one of Asia’s best DJs, electrified the dance floor with genre-defying sets. Adding to the night’s excitement was Arya Yunata, who enthralled guests with his soulful vocals and guitar melodies.

Of course, the night wouldn’t be complete without exquisite Don Julio tequilas taking the spotlight. The brand surprised guests with the debut of two exceptional spirits that evening: the Don Julio Ultima Reserva, and the Don Julio Rosado.

A testament to Don Julio’s legacy and fastidious craftsmanship, the ultra-premium Don Julio Ultima Reserva is made from the final agave harvest planted by the late Don Julio himself. Aged for 36 months using a Solera ageing system, the spirit offers a rich, nuanced tasting experience with notes of toasted oak, caramel, apricot, and orange. Presented in an elegant decanter, it is best savoured neat or on the rocks, embodying the pinnacle of tequila craftsmanship.

Don Julio Rosado, on the other hand, is a unique reposado tequila. Finished in ruby port wine casks from Portugal’s Douro region, which impart a delicate pink hue and a remarkable flavour profile, it brims with enchanting notes of dried red fruit and caramel, making the Rosado a perfect companion for convivial occasions.

As the Por Amor campaign continues to inspire, it serves as a reminder of the power of passion and dedication. In celebrating modern Mexico and its spirit, Don Julio invites everyone to embark on a journey of love and excellence, one sip at a time.

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