14th December, 2016 by Amy Hopkins

Diageo-owned ultra-premium Tequila brand Don Julio will launch a 1.75 litre bottle format for its 1942 edition in the US next year.

Designed for bars and nightclubs across New York, California, Nevada, Illinois and Florida, the bottle design will also feature new luminescent labels.

Don Julio 1942 was first launched in celebration of the brand’s 60th anniversary and is presented in an elongated bottle inspired by the agave leaf. Its anejo liquid has been aged in American white oak for a minimum of two and a half years.

“Over the years Don Julio 1942 has developed an amazing following of extremely loyal fans, and we are proud to introduce this larger bottle size to them,” said Rodolfo Aldana, director of Tequila at Diageo North America.

“This new 1.75 litre offering, or what we fondly call the ‘El Jefe’, finally gives nightlife a bottle of Don Julio 1942 as large as its celebrations deserve. We hope our fans consider it our gift to them and continue to enjoy Don Julio responsibly during special celebrations and life milestones.”

Diageo completed its acquisition of Don Julio in March 2015, soon afterwards pledging to invest US$400m to expand production facilities and agave farming in Mexico.