Fig. 01
Hacienda 1942 · Wilderness Festival · Cornbury Park · August 2025
The first-ever Don Julio festival activation. A working hacienda built at Wilderness, co-billed with Audi as headline partner. Four days, one immersive brand build — setting a new UK template for luxury tequila in a festival environment.
Don Julio 1942 lives at the celebratory end of the tequila category — bottle service, cocktail bars, awards tables. Festivals had never been part of that architecture.
The category expected sampling tents. Luxury demanded a build with commercial and cultural credibility. The gap was the opportunity.
Kitchen, back-of-house, gathering areas, cocktail counter. The bottle sat inside a lived environment, not on top of a branded stage.
Editorial figures, stylists, DJs and food voices from the category's adjacent worlds. Cast small, verified against the studio's creator history log.
Signature 1942 cocktails, a daylight slushy variant, a slower evening list. Bar training, mise and back-bar produced by Katlist end to end.
Don Julio's craft-and-heritage lane sat alongside Audi's design lane without cross-signalling. Two premium partners, one weekend, no dilution.
The first Don Julio festival activation in the brand's history — and the template the brand has carried into every headline moment since.
Hacienda 1942 delivered Don Julio's first festival production, at scale, alongside Audi as co-headliner. The build set a new UK benchmark for luxury tequila in a festival environment.
The playbook now carries across the brand's dining, awards and travel-retail activations — wherever a headline moment needs to sit inside a real cultural setting.
Frame, positioning, the case for a hacienda over a sampling bar.
Site, kitchen, back-of-house, bar and four-day site management.
Editorial hosting list, briefed and verified against the creator log.
Signature 1942 cocktail menu, bartender training, mise and back-bar.
Photography and film direction on-site, curated for editorial output.
Full wrap report filed, feeding the brand's next quarterly plan.