In a collision of culture, craftsmanship, and high fashion, Tequila Don Julio 1942 has unveiled its first-ever global collaboration—Don Julio 194구 (구 pronounced “Gou”), a limited-edition collector’s bottle designed in partnership with world-renowned DJ, producer, and fashion icon Peggy Gou.
This collaboration is more than just a striking new design; it’s a statement piece that seamlessly blends Peggy’s distinctive aesthetic where high-end couture meets street culture with the sophistication and timeless appeal of Don Julio 1942. With its smooth caramel and oak notes, finished with a warm, lingering sweetness, Don Julio 1942 is already synonymous with luxury. Now, in its Peggy Gou-designed form, it transforms into a dazzling fusion of artistry and taste, a must-have for collectors and connoisseurs alike.
Peggy Gou’s signature style is instantly recognizable in the bottle’s design. A bold mint-green and deep purple colorway sets the stage, offering a fresh yet opulent contrast. The iconic “194구” holographic label is a masterful blend of Peggy’s branding with Don Julio’s celebrated iconography, embodying both the old-world heritage of the tequila and the modern vision of an artist shaping the future of music and fashion.
Adding an element of intrigue, the bottle’s sleek, reflective finish and elevated chrome cap bring a polished, futuristic touch. The artistry extends beyond the bottle itself each carton features a hand-drawn illustration inset, where shimmering accents on jewelry and nails pay homage to Peggy’s eclectic street-style influence. A personal message from Peggy is hidden inside, offering fans an intimate connection to the creative process behind this exclusive edition.
“When it comes to design, balance is so important,” says Peggy Gou. “Sometimes less is more. Sometimes more is more. I wanted to create a bottle that stops you in your tracks the moment you see it. I’m so grateful for the opportunity to collaborate with Tequila Don Julio 1942, because this collaboration offers supporters a taste of a superior tequila and a taste of my own personal aesthetic, all in one stunning package that I was fortunate enough to design.”
Don Julio 194구 arrives with a visually stunning campaign, led by acclaimed filmmaker Nabil Elderkin. Known for blending music, art, and cultural storytelling, Nabil’s vision transforms the launch into a dreamlike nightlife fantasy, where sleek high-contrast visuals mirror the bold, contemporary essence of the collaboration. The campaign’s still imagery, shot by renowned Korean photographer Hong Jang Hyun, further amplifies its elevated visual narrative.
The global launch is set to be just as spectacular. After weeks of cryptic teasers including sightings of the “194구” logo in high-profile locations and Peggy herself donning the branding at key performances the official unveiling will take place in New York City on April 2nd. A nod to Don Julio’s founding year (1942), the launch event will feature a concept souvenir shop leading into a hidden celebration, fully immersing guests in the inspiration behind the bottle’s redesign.
From New York, the celebration will continue its global takeover with pop-up experiences in London, Milan, Seoul, and Hong Kong solidifying the union of music, nightlife, and premium tequila as a worldwide movement.
The partnership between Tequila Don Julio and Peggy Gou is a tribute to those who live boldly and celebrate in style. “Peggy’s genuine love for Don Julio 1942 made this collaboration natural and organic,” says Jamie Hakim, Global Director of Culture for Tequila Don Julio. “Both Peggy and Don Julio 1942 are arbiters of celebration from intimate nightclubs in Seoul to massive stages in Mexico City with a hundred thousand people, we both hold the distinct privilege of making those moments unforgettable for our fans.”
With this first-ever global collaboration, Tequila Don Julio 1942 and Peggy Gou invite the world to raise a glass—not just to tequila, but to the perfect fusion of music, fashion, and design. Cheers to the next era of luxury, where every sip is a masterpiece.
