How Joburg celebrated World Tequila Day with cocktails, music and Mexican flair

On a chilly Friday evening in Sandton, one of Johannesburg’s busiest nightlife districts, World Tequila Day was celebrated with cocktails, music and a taste of Mexico.

Observed globally on 24 July, World Tequila Day has become an annual occasion for tequila brands, bars and restaurants host tastings and cocktail experiences. In Johannesburg, this year’s celebrations reflected a growing appetite for premium tequila, particularly among young professionals looking for social experiences that go beyond a typical night out.

Speaking on the sidelines of the festivities, Don Julio’s In-Culture Manager for South, West and Central Africa, Cebisa Luzipho, said the day was an opportunity to celebrate tequila and the people who enjoy it.

“Today is World Tequila Day and, as the number one leading luxury tequila in South Africa, Don Julio had to make a song and dance about a day dedicated to tequila. Today we’re here celebrating World Tequila Day with Don Julio.”

Luzipho says one of the biggest shifts in South Africa’s drinking culture has been the rise of tequila-based cocktails. Drinks such as margaritas and palomas have become popular choices at restaurants and bars, while more people are also learning to make cocktails at home.

“People are loving the Margarita. It’s becoming the drink people start their evening with. They want different versions – passion fruit, watermelon – and we’re seeing more people making cocktails at home. The education is working because people are realising cocktails aren’t as intimidating as they thought.”

She says tequila appreciation has continued to grow over the past five years, with consumers embracing different ways of enjoying it.

According to the brand’s consumer data, much of that growth is being driven by adults between the ages of 25 and 45, with younger consumers leaning towards cocktails while older drinkers increasingly enjoy tequila served neat, much like whisky.

Luzipho also believes South Africa is a natural fit for the brand because of its vibrant social culture and similarities with Mexico.

“South Africans love to have fun. We’re known for our music, our art and our culture, but we’re also known that we can get down. If you’ve travelled to Mexico, you’ll see there are so many similarities between the two countries, and that’s why the brand feels at home here.”

Unlike previous years, where World Tequila Day celebrations were hosted as invitation-only events, this year’s experience was opened up to the public through partnering with restaurants, lounges and nightlife venues.

“This year we’re bringing it to the people. Instead of having a private party, we’re meeting consumers where they already enjoy Don Julio. We wanted to celebrate the people who have helped grow the brand by creating an experience they could be part of.”

Written by: Lebohang Ndashe