In Spring 2024, Don Julio took its “Por Amor” mindset to the next level — literally. High up in the Swiss Alps of Verbier, the brand hosted a two-part experience that blended music, community and tequila culture into one unforgettable moment.

The day kicked off with the Don Julio 1942 × Mixmag LAB Session, a mountainside party set against epic alpine views. A DJ booth carved entirely from ice set the tone, while Grammy Award–winner Purple Disco Machine delivered a headline set that turned the snowy peaks into a high-altitude dancefloor.

As the sun went down, the energy shifted to Taratata Club, where Purple Disco Machine returned alongside Dam Swindle and local favorite Adam Nova for a packed, sold-out night. The vibe was electric, bringing together music lovers, tastemakers and the global Don Julio community.