Making an Elite Connection

When it comes to tequila, companies need to craft out the right multi-dimensional approach that will help connect with a broad audience of luxury spirits enthusiasts, key opinion leaders, trendsetters and high net worth individuals (HNIs) in order to build the most exciting category in recent times, in a competitive market landscape. That is because tequila as a drink connects more easily with keen enthusiasts and affluent social drinkers, as pointed out by Ruchira Jaitly, Chief Marketing Officer, Diageo India.

Primarily, when it comes to Diageo India’s premium offering, Don Julio tequila, there are three types of aficionados – tequila enthusiasts, affluent consumers and social drinkers. According to Ruchira, tequila enthusiasts are individuals who possess a deep appreciation for tequila as a spirit category and actively seek out premium and artisanal brands like Don Julio. These consumers value authenticity, craftsmanship and the unique flavour profiles offered by high-quality tequilas. “Affluent consumers also form a significant part of Don Julio’s target demographic in India. Given its premium positioning and higher price point compared to massmarket tequilas, Don Julio appeals to consumers with a higher disposable income who prioritise quality and exclusivity in their drinking choices,” Ruchira explains.

Lastly, Ruchira views that social drinkers represent another key consumer base for Don Julio in India. These individuals enjoy tequila in social settings such as bars, restaurants and gatherings with friends and family. Here too, Don Julio’s smooth and refined taste, along with its reputation as a premium brand, makes it a popular choice among social drinkers looking to elevate their drinking experience.

Essence of Celebrations

In India, Don Julio tequila has continued to maintain its esteemed status as the spirit of choice among the crème de la crème of the film, fashion, music and arts fraternity. Over the last six months, its impact has been undeniable, with Don Julio being prominently featured in celebrations, marking significant milestones within the Indian fashion and Hindi film industry circles. The brand has had a distinguished presence at elite events, including in renowned designer Tarun Tahiliani’s gatherings, as well as at exclusive parties hosted by esteemed names like Shantanu and Nikhil. Notably, Don Julio was a highlight at the welcome party for boxing legend Floyd Mayweather during his visit to India.
These engagements underscore Don Julio’s enduring appeal and its integral role in elevating prestigious gatherings, further solidifying its position as a symbol of luxury and sophistication within India’s elite social scene. “Don Julio tequila stands out in the market for several key reasons. Made from 100 percent Blue Weber agave, sourced primarily from the highlands of Jalisco, Mexico, Don Julio’s production process includes traditional methods like slow-roasting the agave hearts in brick ovens and distilling in small batches using copper pot stills,” informs Ruchira.

This meticulous approach ensures a smooth and refined tequila drink with a distinctive flavour profile. “The brand offers a range of tequilas catering to different preferences and occasions. Blanco represents the purest form of tequila, unaged and crisp with citrus and herbal notes. Reposado, aged for a minimum of 8 months in bourbon barrels, boasts a smooth character with hints of vanilla and oak. Añejo, aged for a minimum of 18 months, exhibits rich flavours of caramel, chocolate, and toasted oak. Finally, Don Julio 1942, aged for a minimum of 3 years, epitomises luxury with luscious flavours of dark chocolate and dried fruits,” Ruchira explains.

Don Julio in India

Ruchira shares that Don Julio’s marketing efforts and product positioning are strategically crafted to resonate with these demographics, emphasising the brand’s heritage, craftsmanship, and quality to set itself apart in the competitive tequila market. Through its diverse offerings and emphasis on quality and tradition, Don Julio seeks to stand out in the tequila market and appeals to discerning consumers looking for exceptional drinking experiences. Don Julio tequila is strategically focusing on major metropolitan areas in India like Mumbai, Delhi and Bangalore due to their established nightlife scenes and growing preference for luxury spirits. “These cities provide a robust platform for brand visibility and consumer engagement and have shown significant growth potential in tequila due to the rising demand for premium spirits,” Ruchira says. In addition to Hyderabad, Pune and Chennai, cities like Kolkata and Ahmedabad are also emerging as promising hubs for Don Julio tequila’s expansion in India. These cities offer a blend of growing affluence and a discerning consumer base, creating a fertile ground for evolving tastes, making them promising markets for Don Julio’s continued growth and success in India.

Marketing Mantra

To increase the visibility and availability of Don Julio tequila in high-end bars, restaurants and premium retail outlets, the company employs several strategic approaches.

“We work closely with reputable distributors who specialise in premium spirits, ensuring strategic placement across key locations. Our targeted marketing campaigns highlight Don Julio’s rich heritage, craftsmanship and premium positioning, resonating with discerning consumers,” Ruchira adds. The company hosts exclusive events and tastings at upscale venues to introduce Don Julio to influencers,bartenders and potential customers, fostering brand advocacy.

The brand follows a culturefirst approach, placing itself at the heart of celebrations for its target consumers. Additionally, maintaining a robust online presence allows the brand to engage with a sophisticated consumer base and drive brand awareness. For instance, the signature serve of Paloma is gaining popularity among affluent drinkers and social drinkers, offering an elevated sensory experience that enhances theirenjoyment of tequila. These combined strategies ensure that Don Julio remains visible and accessible, reinforcing its status as a leading luxury tequila brand.

Don Julio employs a multifaceted marketing and engagement strategy to connect with its target audience; leveraging events, social media and influencer partnerships to enhance brand engagement. The brand emphasises its heritage, craftsmanship and premium quality through storytelling, sharing the legacy of its Founder, Don Julio González. Experiential marketing is the key, with exclusive events and tastings that offer immersive experiences, such as guided tastings and master classes, fostering a deeper connection with consumers.

On social media, Don Julio maintains a robust presence, with collaborations involving social media campaigns, event appearances and personalised content that resonate with the target pool. The brand also sponsors high-profile events of large and intimate scales, like fashion shows, cocktail celebrations, cultural launches and music festivals, often featuring exclusive Don Julio bars to enhance attendee experiences. Among other celebrities, the brand has had associations with Tanaz Bhatia as well as a pan-India celebration of Cinco de Mayo; an ode to the heritage of tequila and Mexican culture.

Being at the Forefront

Diageo India has strategically positioned Don Julio to maintain competitiveness and capture growth in the premium spirits market through several innovative approaches. “We are leveraging our global network and expertise to strengthen distribution channels, ensuring our brand’s wider availability in high-end bars, restaurants and premium retail outlets across key metropolitan areas. Our marketing initiatives focus on highlighting Don Julio’s Mexican heritage and craftsmanship, artisanal production methods and exceptional taste, and encouraging consumer to savour these exceptional liquids,” Ruchira states. The brand also prioritises ‘culture first’ strategies to strengthen brand visibility and consumer engagement, both online and offline.