Diageo has launched its first global Lunar New Year limited edition for Tequila Don Julio 1942, marking the Year of the Horse. Led by Global Innovation Director Lisa Ronayne, the release blends Mexican heritage with Chinese zodiac symbolism, tying contemporary design to the brand’s origins in 1942.
As Lunar New Year celebrations gather pace around the world, Diageo has chosen the moment to debut a milestone release for one of its most prestigious tequila brands. Tequila Don Julio 1942 Year of the Horse marks the brand’s first-ever global Lunar New Year limited edition, a move that underscores both the growing importance of the occasion beyond Asia and the premium spirits industry’s focus on cultural storytelling.
The limited edition has been led by Lisa Ronayne, Global Innovation Director for Agave at Diageo, who described the project as a rare opportunity to bring together heritage, culture and craft on a global stage. The design draws on the Mexican ikat rebozo tradition, a centuries-old textile practice, and weaves it together with the symbolism of the Chinese Zodiac horse. The result is a bottle intended to resonate across cultures while remaining rooted in the brand’s origins.
For Don Julio 1942, the Year of the Horse is more than a decorative theme. The tequila takes its name from the year Don Julio González began his journey as a tequila maker, a detail that Ronayne says makes the Lunar New Year release feel like a natural extension of the brand’s story rather than a seasonal add-on. In Chinese astrology, the horse symbolises energy, independence and progress, qualities the brand is keen to associate with both its founder and its modern identity.
The release reflects a broader trend in the spirits industry, where Lunar New Year has become an increasingly important moment for premium and luxury brands seeking to connect with consumers in Asia and in global diaspora markets. What sets the Don Julio 1942 Year of the Horse apart, according to Diageo, is its global scope. Rather than producing market-specific packaging, the company opted for a single design and narrative intended to travel across regions while maintaining cultural authenticity.
Ronayne emphasised that authenticity was central to the creative process. The decision to reference the rebozo, a traditional Mexican shawl often associated with craftsmanship, identity and heritage, was aimed at grounding the design firmly in Mexico, even as it engaged with Chinese symbolism. The visual language of the bottle seeks to avoid superficial motifs in favour of a deeper dialogue between cultures, reflecting the increasingly global lives of many of today’s luxury consumers.
Delivering a project of this scale required close collaboration across disciplines and geographies. Ronayne highlighted the work of a global team spanning brand, design, innovation and operations, including Valentina Pardo, Hania Midura, Lesley Shapleigh, Laura Zhang and Ana Victoria Aquino. From concept development to production and market readiness, the team had to align on shared standards while navigating the complexities of a worldwide launch.
Such cross-functional collaboration has become a hallmark of Diageo’s innovation strategy, particularly within its agave portfolio, which includes some of the fastest-growing premium spirits categories. Tequila Don Julio 1942, positioned at the luxury end of the market, plays a key role in that strategy, appealing to consumers who value craftsmanship, provenance and storytelling as much as the liquid itself.
The Year of the Horse edition also reflects how global brands are rethinking the way they approach cultural moments. Rather than simply overlaying festive colours or symbols, Diageo has sought to anchor the release in a meaningful historical connection, using the coincidence of 1942 being a Year of the Horse as a narrative bridge. This approach mirrors a wider shift toward more considered, research-led design in limited editions, particularly those tied to cultural or religious celebrations.
While Diageo has not disclosed production volumes or pricing details, the limited edition nature of the release is expected to appeal to collectors as well as to consumers purchasing the bottle as a gift during Lunar New Year. Gifting remains a central part of Lunar New Year traditions, and premium spirits continue to be a popular choice in many markets, especially when packaging carries symbolic significance.
For Ronayne, the launch is as much about process as it is about the final product. She noted that complex global initiatives like this succeed only through sustained effort, alignment and trust across teams. In an industry where speed to market is often prioritised, the Year of the Horse project stands as an example of what can be achieved when brands invest time in getting cultural details right.
As Lunar New Year continues to gain prominence on the global luxury calendar, Tequila Don Julio 1942 Year of the Horse positions the brand at the intersection of tradition and modernity. By linking its founding year to the symbolism of the horse and expressing that story through a design that spans continents, Diageo is signalling its ambition for Don Julio not just as a premium tequila, but as a global cultural icon.
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