Don Julio’s Increasing Popularity: How The Iconic Tequila Is Surpassing Casamigos And Gaining Cultural Clout

The tequila market has witnessed a recognizable shift in customer preferences.  While Casamigos once reigned over consumers’ taste buds as the go-to beverage for celebrities and party-goers, another brand has silently stepped back into the conversation to take over the demand.  As Casamigos’ appeal has begun to drift off, Don Julio has been gaining attention not just as a premium beverage but also as a cultural staple.

Co-founded by George Clooney, Casamigos quickly became a household name following its 2013 launch.  The beverage shot up in popularity with its smooth taste and impressive marketing.  However, just like any other trend, the initial appeal surrounding Casamigos has started to fade away.  Many experts believe the decline could be due to the saturation of Casamigos in the market, in addition to its association with high-profile celebrities.

To add, after Diageo acquired Casamigos in 2017, others believe the perception of the brand changed.  Many consumers sense that Casamigos has become more commercialized and less authentic, leading them to seek out other brands to regain that feeling.

On the other hand, Don Julio has been a staple in the liquor industry long before the celebrity endorsements.  Founded by Don Julio González-Frausto Estrada in 1942, the beverage has always been synonymous with luxury and class.  However, in recent years, Don Julio has experienced a resurgence in its popularity, particularly amongst the younger crowd.  One of the most significant contributors to Don Julio’s success is rapper Monaleo.  In her track, “Don Who Leo,” the Houston rapper references Don Julio as her choice of drink over other spirits, serving as a powerful marketing tool for the brand.  With her creative wordplay, she brought a new wave of people to Don Julio by including alcohol in her song, which is now a tequila drinker’s anthem.

As Don Julio continues to gain traction, it’s currently showing no signs of slowing down.  The brand’s ability to balance its smooth taste with modern appeal to resonate with consumers sets the beverage apart from competitors.  While Casamigos has served its purpose for a while, Don Julio is proving it’s here to stay with its longstanding success.