Tequila Don Julio 1942 Honours 'Year of the Horse' with Limited Edition Bottle and Lifestyle Collaboration

Tequila Don Julio has announced a major cross-cultural campaign to celebrate the Lunar New Year, unveiling a limited-edition Year of the Horse Edition bottle for its flagship 1942 expression.

The release is thematically rooted in the brand's origins; founder Don Julio González began his tequila-making journey in 1942, which coincidentally falls under the Year of the Horse in the Chinese Zodiac. To commemorate this alignment, the new bottle design fuses the traditional Mexican ikat rebozo pattern with Chinese equestrian symbolism.

Siegelman Stable & Ross Butler

To extend the campaign into the lifestyle vertical, the brand has partnered with Siegelman Stable, the streetwear brand known for its equestrian heritage. Fronting the campaign is Asian-American actor Ross Butler, chosen for his Chinese-Malaysian roots and status as a "Year of the Horse" native.

The collaboration features a limited-edition unisex capsule collection—including a coaches jacket, tee, and signature hat—available via Siegelman Stable's e-commerce platform.

Philanthropic Component: The project incorporates a charitable element, with 10% of net proceeds from the apparel collection supporting The Asian American Foundation (TAAF) to uplift AAPI communities.

Max Siegelman, Founder of Siegelman Stable, commented:

"Both my father and I were born the Year of the Horse, so celebrating this zodiac together through my collaboration with Tequila Don Julio feels deeply personal and I am proud to support TAAF."

Global On-Trade Activation

Recognising the significance of the holiday in Asian markets, Don Julio has commissioned six signature cocktails from renowned bartenders across Greater China and Southeast Asia. These serves are designed to showcase the versatility of the 1942 expression beyond neat consumption.

The Lunar New Year Menu:

🇨🇳 Dǎ Xiǎo Rén (GuangZhou): Bergamot, ginger, spice, and kombucha. Created by Tong Li, Lotus Lounge.
🇨🇳 Dancing in the Clouds (China): Burnt sage, lavender, muscat grape, and oolong tea. Created by Paul Hsu, Obsidian Bar.
🇭🇰 Golden Horse (Hong Kong): Kumquat and water chestnut. Created by Lok Cheung, COA.
🇸🇬 Golden Moment (Singapore): Pineapple and mandarin, honouring the Lo Hei tradition. Created by Tryson Quek, Sidedoor.
🇹🇭 Orient Ember (Thailand): Tangerine and goji berry with vanilla mist. Created by Thanachot Ong Lohanitmit, #FindTheLockerRoom.
🇵🇭 1942 Crimson Fold (Philippines): Agave, velvety fruit, and aromatic depth. Created by Ralph Allen Santos, The Spirits Library.

Experiential Marketing

In the US market, the brand is hosting a pop-up activation in New York's SoHo district from 23-24 January. The space will retail the exclusive capsule collection and the limited-edition bottle in an immersive environment inspired by the holiday.

Ari Anderman, Brand Director of Tequila Don Julio, stated: "Tequila Don Julio 1942 has long been a symbol of celebration, and Lunar New Year is a perfect moment for us to come together and raise a glass. With our Year of the Horse Edition release, we’re honouring the craftsmanship behind the iconic 1942 while celebrating the traditions, connections and shared moments that define this special holiday."