Diageo, Apple Vision Pro Team Up to Create 'Don Julio App'

Diageo, Apple Vision Pro Team Up to Create 'Don Julio App'

News by Roberto Orosa
Published: March 05, 2024

Alcoholic beverage company DIAGEO just announced a new collaboration with Apple's Vision Pro mixed reality headset to redefine consumer engagement with its esteemed brands.

Tequila enthusiasts are witnessing a surge in demand for agave-based spirits, prompting the British brand to pioneer innovative ways for consumers to learn more about it.

Don Julio App Logo l Source: DIAGEO North America

Leveraging Apple Vision Pro technology, the Don Julio app promises an immersive journey through the intricate process of tequila production, echoing the vision and dedication of brand founder Don Julio González since 1942.

Behind the Don Julio Experience

DIAGEO's partnership with Apple Vision Pro represents a significant milestone in the company's journey towards redefining consumer engagement and storytelling in the digital age. 

The app aims to inaugurate immersive experiences, commencing with the spring launch of the flagship brand Tequila Don Julio.

Through the utilization of spatial computing, fans of the drink worldwide can delve into the rich heritage, artisanal craftsmanship and cultural essence behind Tequila Don Julio, all from the comfort of their homes.

'Barrel Room' from the Don Julio App l Source: DIAGEO North America

Users can virtually journey to Mexico, experiencing the four stages of Don Julio's process: agave harvest, piñas baking, distillation and tequila aging. 

The Don Julio app on Apple Vision Pro promises to evolve continuously, with plans for guided tastings, mixology demonstrations and a deeper exploration of modern Mexican cocktail culture.

The app will debut on visionOS, the operating system of Vision Pro.

Where Past and Present Meet

But while the collaboration embraces new technology, it also preserves the authenticity and essence of the brand.

Sophie Kelly, senior VP of Global Tequila and Mezcal Categories at DIAGEO, underscored the significance of this collaboration:

"Apple Vision Pro offers us a new opportunity to bring consumers closer to the vibrant world of modern Mexico and all that goes into making Tequila Don Julio an iconic brand."

'Harvest' in Don Julio App l Source: DIAGEO North America

Guy Middleton, global director of DIAGEO Breakthrough Innovation, emphasized the company's commitment to disrupting the industry and delivering unparalleled experiences to consumers worldwide.

"The technology behind Apple Vision Pro is an exciting new frontier that empowers us at DIAGEO to further our commitments to be cultural disruptors and provide industry-leading experiences for our fans around the world," he shared in a press release.

The initiative also marks the establishment of DIAGEO's Global Breakthrough Innovation team, led by Middleton and Kelly. It is tasked with pushing boundaries and shaping the future of consumer engagement beyond product development.

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