Tequila Don Julio 1942 Introduces Made to Be Raised with Limited-Edition Bottle Design Celebrating the FIFA World Cup 2026™

Rhea-AI Impact

(Neutral)

Rhea-AI Sentiment

(Very Positive)

Rhea-AI Summary

Tequila Don Julio 1942 (NYSE:DEO) launched a gold FIFA World Cup 2026™ limited-edition 1942 bottle, available in the United States and Canada for a suggested retail price of $225. The bottle mirrors the World Cup trophy, features a malachite closure, and contains the same añejo tequila aged at least two years. The brand also debuts a global campaign, Made to Be Raised, starring Thierry Henry with multichannel advertising and tournament-time placements.

Key Figures

Limited-edition price: $225 Aging duration: At least 2 years Limited-edition count: Second time +5 more

8 metrics

Limited-edition price $225 Tequila Don Julio 1942 FIFA World Cup 2026 limited-edition bottle SRP

Aging duration At least 2 years Aging of 100% Blue Weber agave Añejo tequila in American white oak barrels

Limited-edition count Second time Only the second time Don Julio 1942 has been reimagined via limited-edition design

Film length :30 Length of the Made to Be Raised cinematic spot

World Cup year 2026 FIFA World Cup 2026 tournament association

Henry World Cup win 1998 Year of Thierry Henry’s FIFA World Cup victory with France

Heath titles 2015 & 2019 Tobin Heath’s FIFA Women’s World Cup championship years

Press titles 2015 & 2019 Christen Press’s FIFA Women’s World Cup championship years

Market Reality Check

Price: $74.63 Vol: Volume 1,136,521 vs 20-da...

low vol

$74.63 Last Close

Volume Volume 1,136,521 vs 20-day average 1,901,821 (relative volume 0.6). low

Technical Trading below 200-day MA, with price 74.63 vs 200-day MA at 95.09.

Peers on Argus

DEO gained 0.24% while key beverage peers also traded higher today: CCEP 2.08%, ...

DEO gained 0.24% while key beverage peers also traded higher today: CCEP 2.08%, BUD 1.23%, FMX 0.8%, ABEV 0.68%, MNST 0.48%. Scanner data does not flag a sector-wide momentum move.

Historical Context

5 past events · Latest: Mar 25 (Positive)

Pattern 5 events

Date	Event	Sentiment	Move	Catalyst
Mar 25	Flavored malt launch	Positive	+2.2%	Launch of Smirnoff Ice Icy Island Variety Pack with beach pop-up campaign.
Mar 23	New whiskey flavor	Positive	+0.3%	National rollout of Rumple Minze Cinnamint Whiskey in multiple formats.
Mar 17	Brand visibility event	Neutral	-0.1%	Participation in NYSE bell-ringing for St. Patrick’s Day celebration.
Mar 16	Marketing campaign	Positive	+0.1%	Ketel One social-first martini campaign with Patrick Schwarzenegger.
Mar 09	Limited-edition whisky	Positive	-0.9%	Launch of Oban Aged 15 Years Port Cask Finish limited-edition single malt.

Pattern Detected

Recent brand and product launches often saw small positive price moves, with one limited-edition release showing a negative reaction.

Recent Company History

Over the past month, DEO news has centered on brand-building and product innovation across its portfolio. Smirnoff Ice introduced the Icy Island Variety Pack on Mar 25, coinciding with a 2.18% gain. Rumple Minze launched a new Cinnamint Whiskey on Mar 23 with a modest uptick. Other items included a St. Patrick’s Day NYSE bell event and a Ketel One martini campaign. A limited-edition Oban 15 Years release on Mar 9 saw a -0.88% move. Today’s Don Julio 1942 FIFA tie-in fits this marketing-driven pattern.

Market Pulse Summary

This announcement showcases Diageo’s strategy of pairing flagship brands with major cultural events,...

Analysis

This announcement showcases Diageo’s strategy of pairing flagship brands with major cultural events, here via a Tequila Don Julio 1942 FIFA World Cup 2026 limited-edition bottle priced at $225. It follows a string of product launches and marketing campaigns across the portfolio. Investors may track how this activation supports brand prestige and premiumization, while also weighing it against the company’s reported financial performance and ongoing cost and cash flow initiatives from prior filings.

Key Terms

añejo, blue weber agave, malachite

3 terms

añejo technical

"this exceptional iconic luxury añejo tequila has long been raised by winners"

Añejo is a Spanish adjective used on labels for spirits like tequila and rum to indicate the product has been aged in barrels for an extended period, which mellows flavor and often increases perceived quality. For investors, an añejo designation signals a product positioned for premium pricing, higher margins and brand prestige, but also longer production times and inventory holding that can affect cash flow and supply dynamics—like buying a fine wine that needs years before it’s sold.

blue weber agave technical

"the same iconic, 100% Blue Weber agave Añejo tequila known and loved"

A blue Weber agave is a slow-growing, spiky plant used primarily as the raw material for making tequila and agave sweeteners; think of it as the apple for cider makers but for certain distilled spirits. For investors, its importance lies in supply and crop health: harvest yields, planting cycles and disease or weather damage can directly affect production costs, product availability and therefore the revenue and margins of companies that rely on it.

malachite technical

"featuring luminous gold and crowned with a striking malachite closure"

Malachite is a bright green mineral formed from copper that appears in veins and deposits; think of it as a visible sign that copper is present underground. It matters to investors because it can indicate economically valuable copper resources, serve as a decorative or gemstone material with collectible value, and carry mining, environmental and regulatory implications that affect the prospects and costs of companies involved in extraction or trade.

AI-generated analysis. Not financial advice.

04/02/2026 - 11:26 AM

Starring FIFA World Cup^™ winner Thierry Henry, the film debuts alongside a gold Tequila Don Julio 1942 bottle design that fans can take home — one made to be raised in triumphant celebration of the world's game.

Tequila Don Julio, an Oﬃcial FIFA World Cup^™ 2026 Supporter, unveils a gold limited-edition 1942 bottle design: a tribute to the world's game and the unforgettable moments that bring us together. A trophy, reimagined, one that everyone can bring home.
Tequila Don Julio 1942 FIFA World Cup 2026^™ Limited-Edition bottle design will be available starting today in the United States and Canada for a suggested retail price of $225 wherever fine spirits are sold as well as on ReserveBar.com, Caskers.com and TheBar.com.

NEW YORK, April 2, 2026 /PRNewswire/ -- For years, Tequila Don Julio 1942 has accompanied defining milestones. Present in championship locker rooms and personal triumphs alike, it has come to represent a refined standard of celebration. As the world's most storied sporting stage approaches with the FIFA World Cup 2026^™, a commemorative edition emerged as a natural extension of that legacy.

Experience the full interactive Multichannel News Release here: https://www.multivu.com/tequila-don-julio/9388051-en-tequila-don-julio-1942-limited-edition-bottle-fifa-world-cup

The limited-edition finish of the bottle draws visual inspiration from the silhouette and color of the FIFA World Cup^™ Official Trophy, featuring luminous gold and crowned with a striking malachite closure. The design bears official FIFA World Cup 2026^™ marks and transforms 1942 into a collectible celebration piece, a trophy reimagined, one that fans everywhere can take home and raise in their own unforgettable moments.

Within the bottle lies the same iconic, 100% Blue Weber agave Añejo tequila known and loved around the globe. Aged for at least two years in American white oak barrels, it delivers notes of warm oak, vanilla, and roasted agave, culminating in the exceptionally smooth finish.

The introduction of the Tequila Don Julio 1942 FIFA World Cup 2026^™ Limited-Edition bottle design marks a rare cultural moment for the brand and only the second time 1942 has been reimagined through a limited-edition design release, following the successful Peggy Gou collaboration last year.

In conjunction with this remarkable moment and limited-edition bottle, the brand is debuting Made to Be Raised across the U.S., anchored by a cinematic :30 spot. Directed by award-winning film maker Leigh Powis, the film captures the essence of a gesture that is much more than motion — it is instinctive and universal. The story follows FIFA World Cup^™ winner, Thierry Henry, as he enters a post-World Cup^™ celebration, already alive with energy. Bottle in hand, he moves through the crowd, pauses to kiss it in homage to his iconic 1998 FIFA World Cup^™ victory with France, and then raises it triumphantly, a moment that sends the celebration soaring. The film also features fellow champions Tobin Heath (USA, 2015 & 2019) and Christen Press (USA, 2015 & 2019), athletes who know firsthand the exhilaration of lifting that sought-after trophy. With this limited-edition bottle design, fans can also take the celebration home, raising it up to join in the energy and spirit of the tournament wherever they are.

"Thierry Henry was hero of mine growing up, he was just as magic as I had hoped all those years, and not only him but my agency team on this were some of the most passionate people I have worked with, the kind of team you give everything you got for, so it was one of those, the Tequila Don Julio team equally so, from my first call with them to our final go time call, they were so supportive and wanted to push!", says Director Leigh Powis. "So all in all it was a passion filled pursuit of something special. I tried as hard as I could! Lots of love to all."

Made to Be Raised will be supported by standout out-of-home placements in key tournament host cities, strategic digital buys, custom integrations with media partners like GQ, and a presence across live television and streaming broadcasts throughout the tournament. Notably, the cinematic spot will air during the FIFA World Cup 2026^™ final tournament, placing the brand at the center of one of the most anticipated moments in global sport. Fans can also look forward to social storytelling and immersive experiential activations in select markets.

"Around the world, Tequila Don Julio 1942 is synonymous with elevated celebration. Crafted in the highlands of Jalisco, Mexico, this exceptional iconic luxury añejo tequila has long been raised by winners, champions, and those celebrating life's defining moments," said Julian Garcia, Vice President of Tequila Don Julio at Diageo North America. "In creating Made to Be Raised and this beautiful, limited-edition bottle design, we set out to give fans a trophy of their own – one worthy of being raised in celebration of the iconic, once-in-a-lifetime moments that define the FIFA World Cup^™. We hope this work inspires monumental moments of celebration, always enjoyed responsibly."

Made to Be Raised marks the beginning of the brand's celebrations unfolding throughout the tournament that will culminate in New York and New Jersey for what promises to be a finals experience unlike any other.

Follow @donjuliotequila on Instagram to discover events in your area and secure a limited-edition bottle to raise with pride as you cheer for your country throughout the tournament before they are gone.

ABOUT TEQUILA DON JULIO
Founded on the pioneering agricultural principles of Don Julio González and his personal pursuit of perfection, Tequila Don Julio revolutionized the tequila industry and set the standard for ultra-premium tequila. The original luxury tequila of choice in Mexico, Tequila Don Julio uses only the highest caliber, fully matured, and ripened Blue Agave that has been hand-selected from the rich, clay soils of the Los Altos region of the state of Jalisco. The Tequila Don Julio portfolio includes Tequila Don Julio Blanco, Tequila Don Julio Reposado, Tequila Don Julio Añejo, Tequila Don Julio 70 Añejo Cristalino, Tequila Don Julio 1942, and Tequila Don Julio Ultima Reserva. For more information on Tequila Don Julio, please visit www.DonJulio.com.

ABOUT DIAGEO NORTH AMERICA
Diageo is a global leader in beverage alcohol with an outstanding collection of brands including Johnnie Walker, Crown Royal, Bulleit and Buchanan's whiskies, Smirnoff, and Ketel One vodkas, Casamigos, DeLeon and Don Julio tequilas, Captain Morgan, Baileys, Tanqueray and Guinness. Diageo is listed on both the New York Stock Exchange (DEO) and the London Stock Exchange (DGE) and our products are sold in more than 180 countries around the world.

For more information about DIAGEO, our people, our brands, and performance, visit www.diageo.com. Visit Diageo's global responsible drinking resource, www.DRINKiQ.com, for information, initiatives, and ways to share best practice.

Follow us on Instagram for news and information about Diageo North America: @Diageo_NA. Celebrating life, every day, everywhere.

The limited-edition finish of the bottle draws visual inspiration from the silhouette and color of the FIFA World Cup™ Official Trophy, featuring luminous gold and crowned with a striking malachite closure.

Tequila Don Julio, an Oﬃcial FIFA World Cup™ 2026 Supporter, unveils a limited-edition 1942 bottle: a tribute to the world’s game and the unforgettable moments that bring us together. A trophy, reimagined, one that everyone can bring home.

Within the bottle lies the same iconic, 100% Blue Weber agave Añejo tequila known and loved around the globe. Aged for at least two years in American white oak barrels, it delivers notes of warm oak, vanilla, and roasted agave, culminating in the exceptionally smooth finish.

The story follows FIFA World Cup™ champion and legendary footballer Thierry Henry as he enters a post-World Cup™ celebration, already alive with energy.

Bottle in hand, he moves through the crowd, pauses to kiss it in homage to his iconic 1998 FIFA World Cup™ victory with France, and then raises it triumphantly, a moment that sends the celebration soaring.

The film also features fellow champions Tobin Heath (USA, 2015 & 2019) and Christen Press (USA, 2015 & 2019), athletes who know firsthand the exhilaration of lifting that sought-after trophy.

Made to Be Raised will be supported by standout out-of-home placements in key tournament host cities, strategic digital buys, custom integrations with media partners like GQ, and a presence across live television and streaming broadcasts throughout the tournament.

View original content:https://www.prnewswire.com/news-releases/tequila-don-julio-1942-introduces-made-to-be-raised-with-limited-edition-bottle-design-celebrating-the-fifa-world-cup-2026-302733001.html

SOURCE Tequila Don Julio

FAQ

What is the Tequila Don Julio 1942 FIFA World Cup 2026 limited-edition bottle and price (DEO)?

It is a gold, trophy-inspired 1942 bottle design sold for a suggested retail price of $225. According to the company, it will be available in the United States and Canada and sold through retail and select online partners.

When will the limited-edition Tequila Don Julio 1942 FIFA World Cup 2026 bottle be available (DEO)?

The bottle is available starting April 2, 2026, in the United States and Canada. According to the company, it is offered at fine spirits retailers and on ReserveBar.com, Caskers.com and TheBar.com.

What does the Made to Be Raised campaign for Tequila Don Julio 1942 (DEO) include?

The campaign includes a cinematic :30 spot, out-of-home placements, digital buys, media integrations, and live broadcast spots during the World Cup. According to the company, it will run across strategic markets and social storytelling throughout the tournament.

Which athletes appear in the Tequila Don Julio 1942 FIFA World Cup 2026 ad (DEO)?

The ad stars Thierry Henry and features Tobin Heath and Christen Press as fellow champions. According to the company, the film is directed by Leigh Powis and dramatizes celebratory moments tied to the World Cup.

Does the limited-edition bottle change the tequila inside Tequila Don Julio 1942 (DEO)?

No, the liquid remains the same 100% Blue Weber agave añejo tequila aged at least two years. According to the company, tasting notes include warm oak, vanilla and roasted agave with a smooth finish.

Where can fans find events and secure a Tequila Don Julio 1942 limited-edition bottle (DEO)?

Fans can follow @donjuliotequila on Instagram to discover local events and limited bottle availability. According to the company, bottles are sold at fine spirits retailers and select online partners while supplies last.

Tequila Don Julio 1942 Introduces Made to Be Raised with Limited-Edition Bottle Design Celebrating the FIFA World Cup 2026™

Rhea-AI Summary

Positive