The auction for five new Tequila Don Julio 1942 Cask Finish expressions is now live exclusively in partnership with BlockBar

NEW YORK, USA  - 4 June 2024 - Tequila Don Julio, the leader in the luxury tequila category, is making history with its inaugural global cask sale, offering spirits collectors around the world the opportunity to own a limited-edition release of the iconic Don Julio 1942 with a special cask finish. To bring modern Mexico and tequila culture to fans around the world, this is the first-ever release of limited-edition Don Julio 1942 expressions globally.

Bottled as new-to-world editions of Tequila Don Julio 1942, five expressions will be masterfully crafted through an extended finishing process utilizing casks which previously held Bourbon, Ruby Port, Orange Wine, Madeira Wine and Cr�mant. With only one cask of each finish released, owners will experience tasting notes that have never before been featured from this ultra-premium a�ejo tequila. The five, extremely rare and new Tequila Don Julio 1942 expressions are available through an exclusive online auction on BlockBar.com, closing at 10 a.m. EST on June 20, 2024. Following the auction, the owners of each of the new expressions will be invited to a special event at the brand's private distillery in Mexico forming a cask owner community.

"The culture surrounding agave-based spirits is exciting, constantly evolving, and this inaugural Tequila Don Julio 1942 global cask sale demonstrates our commitment to continue to push the boundaries of what a luxury tequila experience can be," said Sophie Kelly, Senior Vice President of Global Tequila and Mezcal Categories at DIAGEO. "We recognize that for many, luxury tequilas are considered an extension of one's lifestyle, so we're meeting the demand for prospective buyers and tastemakers to not only own an extremely rare, super luxe-tequila, but to own a piece of the Tequila Don Julio history and legacy."

The five limited-edition Tequila Don Julio 1942 expressions were carefully selected to best complement the Don Julio 1942 tasting notes, while enhancing certain intricacies of its flavor profile. The Cr�mant Cask Finish introduces floral and citrus notes, while the Orange Wine Cask Finish imparts tea and sweet spices. The Ruby Port Cask Finish offers a combination of cinnamon and dark chocolate, the Madeira Wine Cask Finish brings the opulence of toffee and spices and the Ex-Bourbon Double Charred Cask Finish deepens the warmth of Tequila Don Julio 1942 with toasted oak and caramelized banana notes.

Crafted at La Primavera Distillery in the highlands of Jalisco, Mexico by an expert team of tequileros, each step of the process from harvesting the agave to finishing each unique expression involved meticulous coordination and craft, using the same traditional standards of production that brand founder Don Julio Gonz�lez set when he first followed his heart and revolutionized the tequila category, resulting in only the highest quality tequilas.

Striking, bold and as unique as the tequila within, limited-edition bottles have been specifically created for the Tequila Don Julio 1942 Cask Finish release and will be individually numbered, featuring a gold-embossed icon that is emblematic of the origins for the five special cask finishes. These icons will be displayed on a vibrant, blue-colored Tequila Don Julio 1942 bottle which maintains the variant's iconic architecture, a shape chosen by Don Julio Gonz�lez himself to pay homage to the leaves of the agave plant.

"We are excited to announce the partnership between Tequila Don Julio and BlockBar for the release of its inaugural limited-edition global cask sale. Tequila Don Julio is synonymous with quality and innovation, and this collaboration is testament to that. With one full cask each of five, bespoke 1942 finishes, we are excited to showcase the exceptional craftsmanship and innovative spirit that define both Tequila Don Julio and BlockBar. We invite tequila enthusiasts worldwide to participate in our online auction to become one of the world's first owners of a Tequila Don Julio 1942 cask finish expression," said BlockBar's Jamie Ritchie.

The Tequila Don Julio 1942 Cask Finish Release - 2024 auction is now live on BlockBar, with each finish representing its own lot. The starting bid for each cask is $35,000 and individuals who are of legal purchase age for beverage alcohol in the country in which they reside, and in any case aged 18 or older, can participate by creating a BlockBar account before the auction closes at 10 a.m. EST on June 20, 2024.

Tequila Don Julio will store all five casks at its Mexico distillery until bottling which will occur between December 2024 and March 2025. The BlockBar global platform, powered by blockchain technology, offers owners a unique opportunity to sell or gift their special cask finishes of Tequila Don Julio 1942 to anyone of legal drinking age worldwide. Owners can sell or gift each cask NFT, representing the equivalent of the full cask of the tequila they purchased. At bottling, the cask NFTs will each convert to 40 NFTs that can also be gifted or sold, representing ownership of 40 cases of six 750ml bottles. These bottles will be stored by BlockBar and will be available for redemption globally by June 2025.

The issuer is solely responsible for the content of this announcement.