In collaboration with Trigger XR, Tequila Don
Julio is creating the next level of access and engagement with
spatial computing, beginning this spring.
DIAGEO is the first beverage company to launch
on Apple Vision Pro, as it continues its mission to shape the
future of the beverage industry.
NEW
YORK, March 4, 2024 /PRNewswire/ -- As the
global leader in premium drinks, DIAGEO marks its ongoing
ambition to shape the future of how people around the world
interact with its extensive portfolio of iconic brands through an
inaugural experience with Apple Vision Pro. Tequila Don Julio,
Mexico's original luxury tequila,
will be the first DIAGEO brand to leverage this immersive new
storytelling platform, as the company adapts this emerging
technology to create new experiences for tequila enthusiasts.
With a commitment to bringing the culture of modern Mexico across the globe through the recently
launched Por Amor campaign,
this platform will allow tequila fans to be immersed in the world
of Don Julio and experience the people, places, and processes
behind the brand like never before.
Agave-based spirits is one of the fastest growing categories in
the industry, and tequila enthusiasts are seeking new ways to learn
more about this incredible spirit. This new way to engage Don Julio
with Apple Vision Pro leverages the latest in spatial computing and
enables users to travel virtually to Mexico to experience the rich legacy, craft
and culture that makes Don Julio the world's most authentic Mexican
tequila from the comfort of their own home.
Launching this spring, users will have a first-hand opportunity
to experience the dedication to craft that brand founder Don Julio
González had when he began his tequila making journey in 1942. 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 centers, distillery tours and physical activations, we're
now able to inspire and educate seamlessly with behind-the-scenes
access to our award-winning portfolio."
Don Julio's app experience developed for Apple Vision Pro is
spearheaded through a collaboration between DIAGEO's Global
Breakthrough Innovation team led by Director Guy Middleton and Senior Vice President of
DIAGEO's Global Tequila and Mezcal Categories, Sophie Kelly. The Breakthrough Innovation team
was recently formed to build upon the company's commitment to push
the boundaries of how people socialize and shape innovation at
DIAGEO beyond the development of new products. The Tequila Don
Julio experience on Apple Vision Pro will continue to evolve and 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 adapt 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. Follow
@DonJulioTequila on Instagram to stay up to date on the
details.
ABOUT TEQUILA DON JULIO:
Founded on the pioneering
agricultural principles of Don Julio González and his personal
pursuit of perfection, Don Julio revolutionized the tequila
industry and set the standard for ultra-premium tequila. A tequila
brand loved by Mexicans, Don Julio uses only the highest calibre,
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 Don Julio portfolio includes
Don Julio Blanco, Don Julio
Reposado, Don Julio Añejo, Don Julio 70 and Don Julio 1942. For
more information on Don Julio, please visit www.DonJulio.com.
ABOUT DIAGEO NA
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, Cîroc 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
(NYSE: DEO) and the London Stock Exchange (LSE: DGE) and their
products are sold in more than 180 countries around the world. For
more information about Diageo, their people, 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
at Twitter and Instagram for news and information about Diageo
North America: @Diageo_NA
ABOUT TRIGGER XR:
Trigger XR is the world's most
experienced XR developer and agency. For over 15 years, we've been
trusted by some of the biggest companies and IPs to strategize,
build and run cutting-edge AR, VR and immersive solutions across
mobile and HMD. We push the limits of emerging technologies in
service of stories Brands want to tell and people want to hear.
Trigger XR has over 8 years of HMD experience, completed over 300+
XR projects and led more than 350,000+ hours of XR development with
clients such as Disney, LEGO, Coca-Cola, the NBA, Nike, Mercedes
AMG Petronas F1, Starbucks, Verizon and Molson Coors, along with premium entertainment
IP including Spider-Man, Star Wars, Avengers, Avatar, Jurassic
World and more. We are also exclusive early development partners
with Unity, Apple, Niantic, Qualcomm, Roblox, Snap, Meta, Adobe and
Google. We offer advisory, creative and development in-house with
expertise at every stage of XR production, from R&D and
prototyping to scalable mobile and HMD development, including live
ops and maintenance. Trigger XR has numerous awards from Clios,
Shortys, Auggies and Webbys and was recognized as one of the
fastest growing companies by Inc. Magazine. As a minority owned
business and a member of the National Minority Supplier Development
Council (NMSDC), we collaborate with a diverse slate of clients and
partners who represent inclusive values. For more information about
Trigger XR, visit us at www.triggerxr.com.
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SOURCE DIAGEO North America