Cinco de Mayo celebrations in the US had turned the holiday into a commercial festivity, distanced from its true substance and meaning. While Cinco is one of tequila’s biggest commercial tent poles, it’s also a

battle of giants during which bigger brands with deeper media pockets

flood the market and in which sales tend to favor cheaper tequila brands

used as cocktail mixers.

Winning the holiday would require defining a different approach, tapping into its unmatched depth of authenticity.

Celebrate the true spirit of Cinco: the Mexican-American hospitality whose devotion to their craft embodies Cinco's true meaning.

We established The Tequila Don Julio Fund: a $1MM commitment designed to fund charities whose missions support the community.

We launched a national OLV that looked past Cinco conventions by honoring the real Mexican-American hospitality workers that kept the industry alive over last year.

We created “Don Julio Cincos” , a $5 drink voucher, designed by Mexican artist Claudio-Limon that was distributed through our Automatic Tequila Machine (“ATM”) to encourage consumers to spend at their favorite establishments to celebrate Cinco.

We then launched our NFTequila: Diageo’s first-ever NFT as an auction with net proceeds donated to the Don Julio Fund.

And lastly, extended our efforts to Hispanic-Heritage-Month by harnessing our Don Julio Fund to grant $20,000 to Hispanic entrepreneurs devoted to their craft to support the next generation and their businesses.

Cinco de Mayo celebrations in the US had turned the holiday into a commercial festivity, distanced from its true substance. However, Cinco’s true story honors the triumph of the battle of Puebla, in which Mexican communities devoted themselves to protecting their heritage against a towering enemy of the era: The French empire.

This meaning was best embodied today by Mexican-American hospitality workers whose devotion to their craft held their industry together during the most challenging year in its history. With many finally reopening that summer, Cinco de Mayo would represent a real victory for the trade, especially those who made it through. This devoted and resilient spirit was embodied by Don Julio. Don Julio, the man, embodied a lifelong devotion to his craft and to the community around it, overcoming great adversity along the way.

Cinco de Mayo celebrations in the US had turned the holiday into a commercial festivity, distanced from its true substance. This meaning was best embodied today by Mexican-American hospitality workers whose devotion to their craft held their industry together during the most challenging year in its history. Cinco de Mayo would represent a real victory for the trade, especially those who made it through. This devoted and resilient spirit was embodied by Don Julio. Don Julio, the man, embodied a lifelong devotion to his craft and to the community around it, overcoming great adversity along the way.

Don Julio Cinco: a celebration of the Mexican-American hospitality community whose devotion to their craft kept our bars and restaurants alive.

We achieved +1.6% YOY penetration in Q1F22. And when comparing results to Q1F19, a time more similar to Q1F21 given pre-covid status(2) we delivered a +136.7% gain.

Achieved outpaced gains vs category leader Q1F22 YOY %(2)

-Spontaneous awareness +23.30%

-Aided awareness +5.30%

-Trial +6.80%

-L4W Claimed Consumption +40.60%

Achieved outpaced gains across all key metrics vs category leader Q1F22 YOY %(2)

-Perception Metrics Q1F22 YOY % change among Total Market

-Emotional Engagement +9.40%

-Distinctiveness +3.40%

-Dynamism +6.00%