Global Tequila brand Don Julio, in collaboration with Trigger XR, will soon launch its first experience with Apple Vision Pro, building on the brand’s Por Amor campaign.
Don Julio will be the first in the Diageo stable to leverage this immersive new storytelling platform. The Don Julio app is designed to further the brand’s efforts to bring the culture of modern Mexico across the globe.
The app will allow tequila fans to immerse themselves in the world of Don Julio. It leverages the latest in spatial computing to enable users to travel virtually to Mexico and experience the rich legacy, craft, and culture of Don Julio from the comfort of their own homes.
The Don Julio app experience on Apple Vision Pro will focus on the four key chapters in the Don Julio making process: harvesting the agave, baking the piñas, distilling the liquid, and aging the tequila.
Future iterations will feature guided tastings, mixology demonstrations and experiences that will further celebrate the people and cocktail culture of modern Mexico.
“Apple Vision Pro offers us a new opportunity to bring consumers closer to the vibrant world of modern Mexico and all that goes into making Tequila Don Julio an iconic brand,” said Sophie Kelly, Senior Vice President of Global Tequila and Mezcal Categories at Diageo.
“Spatial computing gives us a rich canvas to deliver the closest version of the physical world of Tequila Don Julio through digital content while allowing users to stay wherever they are in the world. What was once limited to visitor centres, distillery tours, and physical activations is now able to inspire and educate seamlessly with behind-the-scenes access to our award-winning portfolio.”
Consumers can expect The Tequila Don Julio experience on Apple Vision Pro to continue evolving. This first campaign is just the beginning, as Diageo taps into this disruptive technology to bring similar experiences across its portfolio of exceptional spirits.
“The technology behind Apple Vision Pro is an exciting new frontier that empowers us at Diageo to further our commitments to be cultural disruptors and provide industry-leading experiences for our fans around the world,” said Guy Middleton, Global Director of DIAGEO Breakthrough Innovation at Diageo.
“We’re excited to be amongst the first companies to adopt this new technology, enhance the way people discover our brands and help shape the future of immersive storytelling.”
The Tequila Don Julio experience on Apple Vision Pro will be a visionOS application available for users 21+ this spring.
For more information and to stay up-to-date on details, connect with the brand via Instagram