Don Julio debuts ‘sweet-smoky’ Tequila

Diageo has released a new Don Julio Tequila innovation for the Mexican market – a sweet and smoky añejo called Ceniza.

Ceniza is described as the brand’s first dark añejo Tequila. The Tequila was toasted and charred in specially selected barrels, where fire is said to impart notes that elevate the expression’s flavour with a distinct smoky character. In Mexican culture, Diageo noted fire is a symbol of renewal and transformation. Martín Raygoza, the brand's marketing head, said: “Don Julio has long been a reference point for Mexican innovation and luxury throughout its history. “Just as we created the world’s first luxury Tequila with Don Julio Reposado, and the first cristalino añejo with 70, now with Don Julio Ceniza, our first dark añejo, we once again reaffirm the importance of elevating and respecting our traditions while maintaining a disruptive and modern outlook; because just as Mexico reinvents itself, Don Julio Ceniza does as well.” Ceniza has a sweet-smoky profile from its time being charred and toasted in barrels, plus deeper notes of cacao and cooked agave. Due to its balance of sweet and smoky notes, the expression is said to pair ‘exceptionally’ with Mexican dishes of intense flavours. The product is available across a range of retailers in Mexico with an RRP of MXN$1,129 (US$60). It will also be available in Colombia by the end of the year. Don Julio Tequila was named the world’s strongest spirit by Brand Finance in the research consultant firm's Brand Finance Spirits 50 rankings. This year, Diageo has been battling a lawsuit against allegations that both Don Julio and its other leading Tequila brand, Casamigos, are falsely labelled as ‘100% agave'. Don Julio has been a positive for Diageo in what the spirits giant has described as a ‘challenging year', seeing net sales growth of 41.9% for the year ending 30 June 2025. It is the second-biggest selling Tequila brand in the world according to data from The Brand Champions 2025 report.