- Tequila Don Julio, a Diageo brand, is gearing as much as rejoice the vacation Día de Muertos (Day of the Dead) with a global pop-up activation in partnership with Mexican bakery Panadería Rosetta, in line with a press release.
- Panadería Don Julio will operate in 12 cities. During the day, the pop-ups will offer pan de muerto, a style of bread meant to symbolize love and remembrance. At night, the locations will transform right into a tequila bar serving cocktails crafted by Mexico City’s Handshake Speakeasy.
- A 50-second film featuring Panadería Rosetta founder Elena Reygadas and photographer Carlos Eric Lopez will expand the reach of the activation. The video, which was posted to Instagram, celebrates the traditions and customs associated with Día de Muertos.
Don Julio is connecting its brand to Día de Muertos, which takes place from Nov. 1 through Nov. 2, to drive awareness globally with a marketing activation that mixes the heat of a bakery with the joy of a speakeasy. The effort sees it constructing on a longstanding positioning around Mexican culture and more moderen efforts tied to Día de Muertos.
This yr’s pop-ups are an expansion of the brand’s Ofrendas activation last yr, which placed altars in eight cities world wide. Ofrendas are an integral a part of Día de Muertos celebrations and are places where family and friends can honor family members by placing food, candies and other gifts to welcome the spirits of the dead. This yr’s activation also includes pan de muerto, a sweet bread often placed on an Ofrenda. Pop-ups will span cities including: Bogotá, Colombia, Caracas, Venezuela, Santo Domingo, Dominican Republic, Delhi and Mumbai, India, Johannesburg, Los Angeles and London.
A Spanish-language video explains the importance of each Día de Muertos and the treat. It also compares the act of sharing pan de muerto with the act of sharing tequila, a central a part of gatherings with family and friends.
Tequila has surged in popularity lately, passing vodka in popularity at bars and restaurants in 2024. With global tequila sales climbing steadily since 2004, brands have sought to carve out a spot in an increasingly crowded market. However, tariffs on Mexico could negatively impact the tequila industry.
Diageo saw organic net sales of $20.2 billion, a decline of 0.1%, in line with preliminary 2025 fiscal yr results. This decline was mostly attributed to disadvantageous foreign exchange.
Tequila consumption is usually associated with Cinco de Mayo, a day where Americans devour 126 million liters of the spirit. In 2023, Don Julio gave away $5 vouchers for use at local bars and restaurants for Cinco de Mayo. In 2022, it honored its founder and Mexican roots with a cinematic ad campaign.
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