BlockBar continues its release of rare spirits, this time joining forces with Diageo’s Don Julio 1942 for a rare sale of an entire cask.
In this cask sale, five different expressions were created and will be bottled as new-to-world editions of Tequila Don Julio 1942. Each of the five expressions has unique finishings in the form of the Crémant Cask Finish, Orange Wine Cask Finish, Ruby Port Cask Finish, Madeira Wine Cask Finish, and Ex-Bourbon Double Charred Cask Finish.
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“The culture surrounding agave-based spirits is exciting, constantly evolving, and this inaugural Tequila Don Julio 1942 global cask sale demonstrates our commitment to continue to push the boundaries of what a luxury tequila experience can be,” said Sophie Kelly, Senior Vice President of Global Tequila and Mezcal Categories at DIAGEO. “We recognize that for many, luxury tequilas are considered an extension of one’s lifestyle, so we’re meeting the demand for prospective buyers and tastemakers to not only own an extremely rare, super luxe-tequila, but to own a piece of the Tequila Don Julio history and legacy.”
The Tequila Don Julio 1942 Cask Finish Release – 2024 auction is now live on BlockBar, with each finish representing its own lot. The starting bid for each cask is $35,000 where the winning bidder will be the proud owner of the cask and its corresponding cask NFT. At bottling, this cask will be split into 40 NFTs representing the 40 cases of six 750ml bottles. As with all BlockBar-certified sales, the bottles will be stored in their facilities awaiting redemption and can be sold or gifted.
We caught up with Sophie Kelly, SVP of Global Tequila and Mezcal Categories, DIAGEO, and Dov Falic, Co-Founder & CEO of BlockBar, to learn more about the creation of these five expressions, why Don Julio 1942 is partnering up with BlockBar, and how and tequila can benefit from the Web3 approach in cask ownership.
Bourbon, Ruby Port, Orange Wine, Madeira wine, and Crémant, that’s a lot to choose from. If someone is interested in bidding, is there any direction you could give them on which one would be for them?
What’s truly special about the cask finishes selected for this release is that they were carefully chosen by our team of distillers to best complement the tasting notes of Don Julio 1942, while enhancing certain intricacies of its flavor profile. Each cask finish is unique and it depends on personal choice when it comes to flavor and what taste profile stands out the most to determine which one would be the most desirable to them.
To help guide a buyer’s decision, detailed tasting notes for each expression are also conveniently provided on the BlockBar bidding site, allowing them to explore the nuances of flavor before placing their bid.
The bottle looks amazing! What was the inspiration behind that?
We really wanted to create a bottle that looked as exceptional as the liquid it holds within. We wanted each bottle to stand out, just like the tequila itself.
The limited-edition bottles maintain the iconic architecture of the 1942 variant, a shape personally chosen by Don Julio González himself to pay homage to the leaves of the agave plant while offering a fresh visual perspective for consumers who know and love our ultra-premium añejo tequila. Each bottle will also be individually numbered and contain a gold icon that is emblematic of the five special cask finishes, truly personalized and inspired by each of their cask origins.
Could you tell us why Don Julio, a tequila brand with a long-celebrated heritage and history, has decided to embark on an area that is so relatively new?
Tequila Don Julio has always been committed to innovation and delivering unparalleled experiences to our loyal fans worldwide. With the introduction of the limited-edition release, we wanted to continue pushing the boundaries and offer something truly unique to our loyal fans worldwide.
The decision to explore this relatively new territory stems from our dedication to curating best-in-class experiences and making them accessible on a global scale. Partnering with BlockBar allows us to showcase the auction format, providing enthusiasts with an opportunity to acquire a rare and exceptional spirit like never before with friendly competition.
Our collaboration with Blockbar isn’t new; this is a platform we have partnered with in the past for successful innovative product launches, including the sale of a very special Johnnie Walker 48-year-old liquid. We’re hopeful that this innovative approach to bringing our rare and exceptional liquids to the world continues to bring in new buyers interested in our luxury expressions.
What was the reason behind producing these 5 different finishes? Do you foresee certain finishes appealing to certain markets specifically?
The decision to produce five different cask finishes for Tequila Don Julio 1942 stems from our commitment to excellence and our desire to offer our global audience a truly exceptional tasting experience. As the best-selling and top-trending tequila globally, this marks the first time we’ve ventured into releasing expressions of 1942, making it an exciting milestone for Tequila Don Julio.
While certain finishes may indeed resonate more strongly with specific markets based on regional preferences or the origins of the original casks, our primary focus remains on crafting the best tequila for a global audience. Each cask finish has been meticulously chosen to enhance the liquid of 1942, elevating its tasting notes to new heights and delivering a flavor profile that has never before been experienced.
Why have you decided to partner with BlockBar for this launch?
By partnering with BlockBar, we’re able to extend this historic opportunity to a global audience, connecting with luxury buyers in the digital marketplace and offering an exclusive and unparalleled experience all around the world. The BlockBar platform also adds an exciting and competitive element to the auction sale, enhancing the overall experience for enthusiasts seeking rare and exceptional spirits.
The integration of blockchain technology ensures the authenticity and provenance of our products, providing buyers with peace of mind beyond the initial purchase cycle. BlockBar provides owners access to exclusive bottles, storage, insurance, and global shipping, as well as the opportunity to gift or resell their NFT-backed spirits on the platform. This level of transparency and trust is paramount, especially in the realm of high-end luxury spirits.
From a product offering perspective, this launch represents a groundbreaking moment, offering a liquid experience that is truly unique and has never been created before in the realm of high-end luxury spirits. Each bottle becomes a collectible in both the digital and physical worlds, embodying the legacy and craftsmanship of Tequila Don Julio.
Having worked with wine and whiskey, was it natural to move towards tequila?
Yes, it was a natural progression for us to move into tequila as our business has expanded. As a global marketplace focused on premium and collectible spirits and wines, we recognise that the tequila market has been experiencing significant growth and increasing consumer interest, especially from a producer such as Tequila Don Julio. Tequila has a rich heritage and a diverse range of flavours that make it an exciting category for collectors and enthusiasts. Our release with Tequila BloackBar Don Julio is very significant because it is the producer’s first global cask sale, offering spirits collectors around the world the opportunity to be the first to own a limited-edition release of Don Julio 1942 with a special cask finish.
Are there any increased challenges when doing a full cask versus a run of bottles?
Blockchain has actually revolutionised the cask ownership model by enabling full cask ownership, fractionalisation of a cask into bottles and cases, and the purchase of fractionalised portions of a cask with other owners.
Blockchain also facilitates easier trading. On BlockBar, you can gift or sell a cask before it’s bottled, and once bottled, you don’t need to worry about how you will store the cask output of bottles (which could be more than 500), because we can store them on your behalf, allowing you to store, gift, sell or redeem a portion of the bottles to enjoy.
Blockchain also offers a transparent and immutable ledger, from producer to consumer. This trading history of each cask and the cask output of bottles are easily traceable.
What have you learned since starting BlockBar, and has the crypto market dictated the company’s decision-making?
Since starting BlockBar, we have transformed the traditional premium spirits and wine industry by creating a global marketplace backed by innovative blockchain technology, facilitating direct transactions from producer to consumer. Our primary focus has been providing authenticity, transparency, and a secure platform for collectors to purchase rare, limited edition, and innovative releases directly from producers.
We have never been driven by the crypto market; instead, we cater to a diverse clientele, ranging from crypto enthusiasts to traditional collectors. Although our releases are priced in USD, we offer flexible payment options, including cryptocurrency. Our commitment to offering high-quality releases is very important and we remain agile and responsive to the evolving landscapes of both the spirits and wine industries, ensuring that we adapt and innovate while staying true to our mission.
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Written by
Ambrose Leung
Editor-in-Chief, Lifestyle Asia Hong Kong
Always on a journey to expand his knowledge, Ambrose is a blend of old-school charm and modern curiosity.
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