Don Julio Joins Captain Morgan at Grey

NEW YORK Diageo has expanded its relationship with WPP Group’s Grey Worldwide by awarding the agency global advertising and marketing on its Don Julio tequila brand after a review of undisclosed shops, the client said.

Diageo spent about $2 million on paid media for the brand last year, per Nielsen Monitor-Plus.

Grey already handles Captain Morgan rum brands, Crown Royal, Parrot Bay and Tanqueray tequila. With Don Julio, Grey now handles an estimated $40 million in Diageo business.

In a statement, Diageo svp of global tequilas Rob Warren praised the agency’s work on those other brands, saying “its strategic and creative success in building our brands made it a natural decision for us to assign Don Julio to their team.”

Grey chairman and worldwide CEO Jim Heekin added in a statement, “We are pleased that Diageo, one of our core global clients, has asked us to develop a winning strategic platform for a Don Julio communications campaign. We look forward to helping Diageo make Don Julio a preferred brand in the growing ultra premium tequila category.”

Diageo operates in 200 countries. Its other brands include Johnnie Walker, Guinness, Smirnoff, J&B, Baileys, Cuervo, and Beaulieu Vineyard and Sterling Vineyards wines. The company maintains its U.S. headquarters is in New York.