Don Julio 194구: Peggy Gou Reimagines an Iconic Tequila Bottle in First-Ever Global Collaboration
Source: Tequila Don Julio
Reported By: Caroline Dalal
March 31st, 2025 — When Tequila Don Julio 1942 sets out to make history, it does so with intention. Its first-ever global product collaboration—unveiled this spring—finds the brand stepping boldly into new cultural territory through a creative partnership with none other than Peggy Gou, the globally acclaimed DJ, producer, and tastemaker.
Enter Don Julio 194구 (with “구” pronounced Gou)—a limited-edition redesign of the brand’s most iconic bottle, available in select markets worldwide. More than a bottle, it’s a visual manifesto of the boundary-breaking synergy between heritage spirits and global street-style sensibility.
A Statement Bottle with Seoul & Soul
With her finger firmly on the pulse of music, fashion, and global nightlife, Peggy Gou was a natural collaborator for Don Julio 1942, a tequila brand long associated with moments of celebration—from underground clubs to elevated cocktail bars. The result is a bottle that reflects Gou’s signature aesthetic: sleek, unexpected, and immaculately composed.
Housed in a striking mint-green and deep purple colorway, the 194구 bottle merges Don Julio’s iconic silhouette with high-shine modernity. A holographic “194구” label fuses Gou’s distinctive typography with the brand’s timeless markings, while a chrome-finished cap elevates the bottle from collectible to centerpiece.
The carton tells its own story: a hand-illustrated portrait of Peggy adorned with shimmering accents nods to her ever-evolving style, while a personal note from the artist inside the box invites drinkers into her world—a curated intersection of music, luxury, and design.
“When it comes to design, balance is so important. 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.”
Peggy Gou
Designed to Be Seen, Sipped, and Celebrated
Don Julio 1942 remains the gold standard for sipping tequila—a spirit defined by its silky caramel notes, rich oak finish, and slow-cooked agave depth. The limited-edition bottle doesn’t alter the recipe—it amplifies the experience, offering a tactile and visual complement to the liquid’s velvety sophistication.
The design speaks to a new generation of luxury consumers who value both provenance and presence.
“Peggy’s impeccable sense of style and design, paired with our timeless bottle and award-winning tequila, has resulted in a partnership that embodies refinement and cultural influence.”
Jamie Hakim, Global Director of Culture for Tequila Don Julio
A Global Rollout with Sonic Ambition
In classic Peggy Gou fashion, the campaign’s reveal was preceded by a series of cryptic visual clues. The “194구” insignia began surfacing in major cities, onstage at her shows, and across digital platforms—generating anticipation ahead of the official April 2 launch in New York, a deliberate nod to Don Julio González’s founding year (1942).
The NYC debut was staged behind a souvenir shop façade, which gave way to an immersive celebration—part fashion capsule, part nightlife fantasy. The party kicks off a global activation tour, with stops in London, Milan, Seoul, Hong Kong, and beyond, keeping the momentum alive well after the bottle hits shelves.
Visual storytelling plays a central role in the campaign, with digital spots directed by Nabil Elderkin, known for his high-concept work with icons like Kanye West and Frank Ocean. Shot in hyper-stylized, dreamlike environments, the short film distills the essence of 194구—modern yet timeless, edgy yet polished. Supporting stills by Korean fashion photographer Hong Jang Hyun, a longtime collaborator of Gou’s, cement the campaign’s striking visual identity.
A New Standard for Spirits Collaborations
As the worlds of fashion, music, and luxury beverages continue to converge, Don Julio 194구 raises the bar on what’s possible when two cultural forces meet on equal footing. It’s not just a bottle—it’s a reflection of a global moment where design, identity, and legacy can share the same pour.
The Don Julio 194구 limited-edition bottle is available in 750ml or 700cl formats, depending on market, and will be sold across key global destinations including the U.S., U.K., Italy, Spain, South Korea, Japan, Hong Kong, Mexico, Dubai, and more—while supplies last.
To learn more or locate a bottle near you, visit DonJulio.com. Don Julio encourages all 21+ fans to enjoy responsibly.