Patrón Tequila is rolling out one of its largest ever campaigns to celebrate Día de Muertos, during a month-long initiative in Europe and across the globe. From hundreds of bar takeovers, to immersive art exhibitions, a series of vibrant activations will take place in global markets from the US to Australia and through to Europe where hero events will hit London, Paris and Madrid from 1-3 November.
Spear-heading the global growth of this Mexican occasion, Patrón is creating a platform to engage and educate trade and consumers on the authentic and colourful culture of the brand’s home country. To do so, Patrón has partnered with some of the most influential contemporary Mexican artists to showcase the iconography of Día de Muertos through a first-of-its kind series of immersive exhibitions.
In London, at 19 Greek St, Soho, consumers and trade professionals will be able to discover the meaning of the Día de Muertos festivity thanks to the artworks commissioned to Lourdes Villagomez, Lola Argemi, Sofia Castellanos, Francesco Pinzon and Cocolvu, alongside a tequila education experience and bespoke Día de Muertos cocktails.
Capitalising on the growing opportunity in the on-trade around the trend towards Mexican culture, Patrón Tequila has partnered with more than 200 venues across the UK – 100 Wardour Street, Swift, Raffles, Chotto Matte, Oriole and Tigerlily just to name a few - to offer visitors signature cocktails in vibrant Día de Muertos setting. Cocktail enthusiasts will have the chance to try signature Patrón cocktails such as El Diablo and the bespoke serves created by each one of the participating bars.
Patrón Tequila has also installed Día de Muertos inspired window displays at iconic retailers such as Selfridges, Harvey Nichols and Amathus in London. Limited edition Patrón Tequila bottles hand-painted by renowned Mexican artist, Lourdes Villagomez, are available exclusively at Selfridges.
Speaking of the activity, Matthew Sykes, Senior Director of International Marketing for Patrón Spirits International commented: “We couldn’t be prouder to showcase the talents of our partner artists on a global scale, and what they have created truly reflects the vibrancy of the burgeoning international celebration that is Día de Muertos. We, at Patrón Tequila, think it’s important to celebrate the moments that matter with consumers and professionals around the world and Día de Muertos is a simply perfect example of a celebration woven into the culture and heritage of our homeland in Mexico. With a series of events and trade activations coordinated across key cities on 1st and 2nd November we will bring this authentic, iconic experience to thousands of consumers through the streets and into the bars of hundreds of accounts around the world.”
Jo Botwood, Marketing Director, Europe for Patrón, added: “We are absolutely delighted to run such a vibrant programme across Europe. Authenticity and provenance represent core pillars for our brand and we are confident that through the work of these talented artists we will deliver a truly engaging and culturally relevant Día de Muertos festival in all of the participating countries.”
For those who wish to join the celebrations, here’s a simple serve to toast Día de Muertos:
50ml Patrón Silver tequila
25ml Fresh lime juice
150ml Ginger beer
Top with Crème de Cassis
1. Combine Patrón Silver Tequila and fresh lime juice in a in a cocktail shaker and
shake with ice to chill
2. Strain onto ice in a mug or Collins glass
3. Top with ginger beer and drizzle Cassis over the top
4. Garnish with a lime wedge
For those who want to attend the immersive event in London:
Casa de Día de Muertos by Patrón Tequila – London
Friday 1st November (7:30-11pm); Saturday 2nd November (12:00pm-11:00pm; Sunday 3rd November (12:00pm-5:00pm)
19 Greek Street, Soho, London, W1D 4DT
Tickets on sale now priced at £15 for a two-hour daytime slot which includes entry and two cocktails and £30 for entry and two cocktails at the VIP launch party: