Don Julio's Surreal Disco Encourages Day Drinking With Pink Tequila

The campaign for Rosado includes a disco video and partnership with delivery platform Drizly

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With temperatures warming, Tequila Don Julio is looking to compete with rosé and spritzes as the beverage of choice for day drinkers.

In its first permanent portfolio addition in more than 10 years, the brand has unveiled Tequila Don Julio Rosado, a reposado tequila aged in ruby port casks for four months to give it a pink hue. Accompanying the launch is a campaign from agency The Community that kicked off with a 2-minute film from Ukrainian director Tanu Muiño.

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