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NEW YORK, Nov. 3, 2025 – DELEÓN Tequila, aiming to solidify its position within the cultural landscape, orchestrated a high-profile helipad performance during AfroTech Conference 2025 in Houston, Texas. The event, touted as a celebration of “Bold Spirits, Rise,” featured a headlining set by the South African DJ duo, Major League DJz, known for their influence in the Amapiano genre and their dedication to mentoring emerging talent.
The performance also included sets from Houston-based DJ Maiya Papaya, Los Angeles’ Gianni Carter, and Shay Latukolan, a choreographer now showcasing his DJ skills. Adding to the collaborative spirit, Sibby Liv, winner of the DELEÓN Tequila’s “Opening Acts Pledge” contest, also performed. This initiative reportedly provides mentorship, resources, and performance opportunities for up-and-coming DJs.
Ari Anderman, Brand Director for DELEÓN Tequila, emphasized the brand’s commitment to boldness, citing its unconventional aging process – which leverages both American and French Oak casks – and the “Bold Spirits, Rise” campaign as examples. “We’re not just crafting tequila; we’re curating experiences and platforms for creatives to thrive,” Anderman stated.
Beyond the helipad spectacle, DELEÓN Tequila activated at several AfroTech affiliated events throughout the week, including Jerk x Jollof and Blavity House Party events. Industry analysts note that DELEÓN’s strategy aligns with a broader trend of luxury brands seeking authentic connections with diverse audiences by embedding themselves within culturally relevant events. This approach can be seen as a direct response to shifting consumer demographics and the growing demand for brands to demonstrate social responsibility and cultural awareness.
The activation at AfroTech serves as a proof-of-concept for DELEÓN, with plans to expand the “Bold Spirits, Rise” platform to other major cities, including Los Angeles, Atlanta, and Chicago. These future events signal a long-term investment in fostering emerging talent and building brand equity beyond traditional marketing channels. Furthermore, By aligning with music and tech, DELEÓN aims to resonate not just with traditional tequila consumers but also with a new generation of innovators and cultural trendsetters. This broader approach is particularly important in a competitive spirits market.
About DELEÓN Tequila:
DELEÓN Tequila distinguishes itself through a meticulous production process, starting with 100% blue Weber agave. Its unique aging method incorporates both American and French Oak casks to achieve a balance of flavors. This process contributes to a smoother, complex character, setting it apart from competitors who primarily rely on American Oak.
For more information about DELEÓN Tequila, visit www.deleontequila.com and www.instagram.com/deleontequila.
About Diageo:
Diageo is a global leader in beverage alcohol with an outstanding collection of brands across spirits and beer categories. These brands include Johnnie Walker, Crown Royal, J&B and Buchanan’s whiskies, Smirnoff and Ketel One vodkas, Captain Morgan, Baileys, Don Julio, Tanqueray and Guinness.
Diageo is a global company, and our products are sold in nearly 180 countries around the world. The company is listed on both the London Stock Exchange (DGE) and the New York Stock Exchange (DEO).
For more information about Diageo, our people, our brands, and performance, visit us at www.diageo.com. Visit Diageo’s global responsible drinking resource, www.DRINKiQ.com for information, initiatives, and ways to share best practice.
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