This week, the world’s #1 tequila brand, Tequila Don Julio, announced its new creative partnership with world-renowned DJ, producer and culture powerhouse Peggy Gou. As part of this global collaboration, the brand is launching Don Julio 194구 (구 pronounced Gou), a limited-edition bottle available at select retailers worldwide while supplies last. Celebrating and sharing the renowned Mexico product around the world, this marks the first-ever global collaboration from Tequila Don Julio 1942. Designed in collaboration with Peggy, the bottle stands as the ultimate statement piece. It perfectly embodies her signature aesthetic (a blend of high-end fashion and bleeding-edge street style) while pushing the boundaries of artistry and craftsmanship. t’s the perfect complement to the ultra-smooth, luxurious taste of Tequila Don Julio 1942, with its exquisite notes of caramel and oak and its lingering sweet warmth.

The bottle is the epitome of a collector’s item and a celebration of luxury. With her distinct take on the bottle, Peggy masterfully fuses heritage with modern touches like its lush mint-green and deep purple colorways. The contrasting holographic “194구” label melds Peggy’s signature branding with Don Julio’s recognizable iconography. With its sleek reflective finish, the elevated chrome cap adds a refined touch that’s befitting of a creative partnership between two titanic tastemakers.

In a nod to Peggy’s eclectic sense of street style, there is a hand-drawn illustration inset on the carton of each box, incorporating an alluring “shimmer” effect on her jewelry and nails to add a welcome touch of glamour and mystery. The inside of the box is emblazoned with a personal message from Peggy, sharing her passion for this one-of-a-kind collaboration.

“When it comes to design, balance is so important,” said Peggy Gou. “Sometimes less is more. Sometimes more is more. I wanted to create a bottle that stops you in your tracks the moment you see it. I’m so grateful for the opportunity to collaborate with Tequila Don Julio 1942, because this collaboration offers supporters a taste of a superior tequila and a taste of my own personal aesthetic, all in one stunning package that I was fortunate enough to design.”

Jamie Hakim, Global Director of Culture for Tequila Don Julio. chimed in by stating, “Peggy’s genuine love for Don Julio 1942 made this collaboration natural and organic. Both Peggy and Don Julio 1942 are arbiters of celebration – from intimate nightclubs in Seoul to massive stages in Mexico City with a hundred thousand people, we both hold the distinct privilege of making those moments unforgettable for our fans. Peggy’s impeccable sense of style and design, paired with our timeless bottle and award-winning tequila, has resulted in a partnership that embodies refinement and cultural influence. We couldn’t be more thrilled to have collaborated with her on this iconic partnership, and we hope fans enjoy this exclusive bottle.”

Tequila Don Julio’s latest offering debuted with digital spots directed by acclaimed filmmaker Nabil Elderkin. Known for merging art, music and culture, Nabil brings a future-forward vision to life in a striking film that captures the essence of Don Julio 194구. Every frame reflects the sleek, modern aesthetic of the collaboration while honoring the brand’s legacy of luxury and craftsmanship. Filmed in high-contrast settings, the campaign blurs the line between reality and a dreamlike nightlife fantasy. Accompanying still imagery by renowned Korean photographer Hong Jang Hyun and longtime partner of Peggy Gou, further elevates the campaign’s refined visual identity. The campaign will be featured in digital, social and OOH globally – from New York to London to Seoul.

After weeks of teasing the campaign through cryptic clues, including sightings of the “194구” logo in several high-traffic areas around the world and Peggy conspicuously wearing the “194구” logo at recent shows, the official global launch activations will kick off in New York City tomorrow, April 2nd. This is a deliberate nod to 19(4/2), the year Don Julio Gonzalez founded the brand. The event will feature a souvenir shop façade with “194구” merch, leading guests into a hidden space where a vibrant party will bring the collaboration to life, immersing attendees in the inspiration behind the bottle redesign. After that, Peggy and Don Julio will pop up in leading cities including London, Milan, Seoul and Hong Kong to keep the global celebration going.

The limited-edition Don Julio 194구 bottle designed in collaboration with Peggy Gou will be available globally in a standard 750ml or 700cl bottle dependent on market, at select retailers until supplies last – including the United States, Great Britain, Italy, Spain, South Korea, Hong Kong, Singapore, Japan, Dubai, Mexico and more. Tequila Don Julio encourages consumers of legal drinking age to celebrate responsibly. Congrats to Tequila Don Julio and Peggy Gou on the collab! Check out some photos and video from the campaign below.