Spring 2024 saw Don Julio take its “Por Amor” spirit to new heights – literally. In the Swiss Alps of Verbier, the brand staged an unforgettable two-part celebration that fused music, community and tequila culture. The day opened with the Don Julio 1942 × Mixmag LAB Session, a mountainside party complete with a DJ booth carved from ice and a headline set by Grammy Award-winner Purple Disco Machine framed by breathtaking alpine views. As night fell, the celebrations shifted to Taratata Club, where Purple Disco Machine, Dam Swindle and local favorite Adam Nova delivered an electric, sold-out experience. The event not only created standout cultural buzz but also perfectly embodied Don Julio’s ethos of living Por Amor.