Diageo has unveiled a bold new chapter in the story of Don Julio Tequila. Called Don Julio Ceniza, the spirit represents the brand’s first dark añejo—a tequila forged in fire, both literally and figuratively. The launch introduces a sweet and smoky expression designed to honor Mexican tradition while pushing into new territory for one of the world’s most recognized tequila houses.
Don Julio Introduces Its First Dark Añejo
At its heart, Ceniza is built on a paradox: refinement through burning. The liquid matures in barrels that have been toasted and charred, an aging process that imparts a distinct smoky character alongside deeper flavors of cacao and roasted agave. Diageo describes the profile as both sweet and smoky, with a balance that lends itself to pairing with intensely flavored Mexican dishes. Imagine cenizas—the ashes of wood and fire—not as an end but as a transformation, a theme the brand explicitly connects to Mexican culture, where fire has long been a symbol of renewal.
“Don Julio has long been a reference point for Mexican innovation and luxury throughout its history,” said Martín Raygoza, head of marketing for Don Julio. “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.”
It is a statement that positions Ceniza as both evolutionary and revolutionary. Don Julio was already enjoying rarefied standing in the industry, recently ranked the world’s strongest spirits brand by Brand Finance in its Spirits 50 report. That honor recognized not only sales and recognition but also cultural cachet—something Ceniza seems engineered to amplify.
A Flavor Profile of Sweet Smoke and Cacao
For tequila purists, the appeal lies in the layering of flavor. The charred-barrel treatment delivers smoke and toasted oak while amplifying the cooked agave sweetness that defines the añejo category. Tasting notes include cacao richness, a subtle earthiness, and the kind of lingering finish that makes the spirit as compelling neat as it is alongside a plate of mole or carne asada. The pairing potential is part of the pitch: Ceniza is meant to stand with Mexico’s boldest dishes, a tequila for the table as much as for the bar.
Availability and Pricing of Don Julio Ceniza
From a market perspective, Don Julio Ceniza lands with a suggested retail price of MXN$1,129 (approximately $60 USD), first rolling out across Mexico before expanding to Colombia later this year. For Diageo, the launch is another move in reinforcing Don Julio as the standard-bearer for high-end tequila innovation. Reposado defined luxury. Don Julio 70 pioneered cristalino. Ceniza now brings fire into the canon.
The name itself—ceniza, meaning “ash”—captures the duality. Out of the flames comes something new, dark, and unexpected, a tequila that insists on being both traditional and modern. It is not merely another expression but a reassertion of Don Julio’s role in shaping what the future of luxury tequila looks like.
For more information, head over to the brand’s official website.
