Whether the idea of drinking tequila has you licking your (salty) lips or brings you out in a cold sweat based on previous misadventures, be sure to check out Diageo’s ‘El Rancho’ activation at MAD//Fest London on 2 and 3 July in the Upper Level (T-Block) next to the DigiAds, Creator Economy, and Brand Innovation stages.

Yes, we’re serving tequila from 4pm. But more importantly, El Rancho’ is Diageo’s digital innovation ecosystem designed to address "a range of unmet desires" and elevate the experience across the Don Julio consumer journey.

The Don Julio team will be brave (or foolish?) enough to attempt live demos of some brand-new experiences that leverage emerging technologies ranging from AI, VR, and AR. 

Meanwhile, don’t miss Sophie Kelly, Diageo’s global Tequila Leader, on the Kantar Marketplace Hexagon Stage 12:25 on 2 July. Sophie will share how her team drives growth and global relevance for Don Julio and showcase examples of how creative excellence, product innovation, culture partnerships and digital activations are helping the brand to connect with consumers at scale. The session will focus on how Diageo’s strategy for Don Julio spreads appreciation for the categories’ craft, culture, and vibrancy around the world.