Don Julio invites consumers to a socially-distanced New Year’s Eve party complete with a customized kit to help everyone get into the holiday spirit.
The tequila brand created a social media sweepstakes for fans with singer Big Sean, who’s helping put on the one-of-a-kind New Year’s Eve celebration. The curated holiday kit up for grabs includes bottles of Don Julio 1942, Don Julio Blanco, cocktail mixers, and bottles of coconut water to aid partiers the next day. The holiday assortment also features party decorations, wearable “2021” accessories, a bluetooth speaker, and silk robes with matching eye masks suitable for an at-home soiree. The kits are fit for six people so as to ensure New Year’s Eve revelers keep their festivities small during the ongoing Coronavirus pandemic. Don Julio fans can enter to win a NYE VVIP Party Kit or NYE Curated Cocktail Kit through a specialty microsite or can purchase their own through e-commerce partner Cocktail Courier, though the kits retail for $2,021.
Don Julio promoted its homebound New Year’s Eve campaign on Instagram, where it reunited with singer Big Sean to give followers a glimpse at the specialty swag. The promotion is fully virtual, and using social media to bubble up anticipation could spread awareness and help Don Julio boost its online following. The kit could also help the brand stay top of mind with at-home revelers as many bars and restaurants remain closed, limiting some consumers’ access to the spirits brand. Consumer demand for alcohol continues to rise according to a Gartner report, with take home spirit sales growing 24% this year. As such, Don Julio’s ability to boost its digital presence could in turn also boost bottle sales while allowing the brand to engage consumers in a fun, spirited way.
With yet another holiday fast approaching, reaching consumers at home remains a top priority for all industries. By hosting a limited-time giveaway for the ultimate at-home New Year’s Eve party kit, Don Julio can keep the spirit of the holidays and its sales alive and well into 2021.