Don Julio Tequila, the world’s leading tequila brand, has teamed up with global music and fashion icon Peggy Gou for an electrifying new creative partnership. Their collaboration, Don Julio 194구, reimagines the legendary Don Julio 1942 bottle through Peggy’s signature lens — a fearless fusion of luxury street style and cutting-edge fashion. Available now in limited quantities at select retailers worldwide, Don Julio 194구 marks the brand’s first-ever global creative collaboration, pushing the boundaries of artistry, culture, and craftsmanship.
Peggy Gou — DJ, producer, style maven, and culture-shifter — is a singular force redefining global nightlife and fashion scenes. From underground clubs to the world’s biggest festival stages, her influence is magnetic and unmistakable. Known for blending hypnotic beats with next-level style, Peggy is now bringing her visionary aesthetic to an iconic tequila brand.
Designed in close collaboration with Peggy, the Don Julio 194구 bottle is a collector’s dream — a bold statement piece that blends heritage and modernity. The mint-green and deep purple colorways, a nod to Peggy’s distinct palette, set the stage for the bottle’s futuristic flair. A sleek chrome cap crowns the design, while the holographic “194구” label brilliantly merges Peggy’s artistic signature with Don Julio’s timeless iconography. Inside, fans will find the ultra-smooth, luxuriously rich Don Julio 1942 tequila — celebrated for its warm notes of caramel, oak, and lingering sweetness.
Adding to the collectible allure, each carton box features a hand-drawn illustration inspired by Peggy’s street style, complete with a shimmering effect on her jewelry and nails. Open the box to discover a personal message from Peggy herself, sharing her passion and excitement for this one-of-a-kind collaboration.
“When it comes to design, balance is so important,” says Peggy Gou. “Sometimes less is more. Sometimes more is more. I wanted a bottle that stops you in your tracks the moment you see it. Collaborating with Tequila Don Julio 1942 gave me the chance to fuse superior tequila with my personal aesthetic — all wrapped up in a stunning package I was lucky enough to create.”
“Peggy’s genuine love for Don Julio 1942 made this partnership feel incredibly natural,” adds Jamie Hakim, Global Director of Culture for Tequila Don Julio. “Both Peggy and Don Julio 1942 are about celebration — from intimate clubs in Seoul to huge festival stages in Mexico City. This collaboration is about unforgettable moments, impeccable style, and global influence.”
The visual campaign supporting Don Julio 194구 is as bold as the bottle itself. Directed by acclaimed filmmaker Nabil Elderkin, the digital film blurs the line between dream and nightlife reality, reflecting the sleek, modern vibe of the collaboration while honoring Don Julio’s legacy. Legendary Korean photographer Hong Jang Hyun, a longtime Peggy collaborator, shot the stunning stills that anchor the campaign, which will be featured across digital, social, and outdoor channels in cities like New York, London, and Seoul.
After weeks of building anticipation — with mysterious “194구” sightings at major global hotspots and Peggy herself wearing the logo at her shows — the official launch event kicks off April 2nd in New York City, cleverly nodding to the year Don Julio González founded the brand (1942). The launch will feature a “194구” pop-up with exclusive merch and an immersive party experience. From there, the global takeover continues with stops in London, Milan, Seoul, and Hong Kong.
The limited-edition Don Julio 194구 bottle will be available in 750ml or 700ml formats depending on the market, while supplies last, in countries including the U.S., U.K., Italy, Spain, South Korea, Japan, Mexico, and beyond.
As always, Don Julio reminds consumers to enjoy responsibly.
