Discover the eternal spirit of Día de Muertos: Don Julio transforms eight major cities with breathtaking ofrenda installations and countless local celebrations
Día de Muertos is a popular Mexican holiday celebrating and honoring deceased loved ones. This year, Tequila Don Julio, Mexico’s original luxury tequila, invites the world to experience the heart of this vibrant culture. Tequila Don Julio is more than just a brand, it is a revered symbol of Mexican heritage. In honor of the holiday, the brand is introducing beautifully designed ofrendas – decorated altars – in eight dynamic cities: Bogotá, Cape Town, London, Los Angeles, Melbourne, Mexico City, Mumbai and São Paulo. There are also countless celebrations taking place in over thirty markets worldwide. This initiative brings to life the magic of Día de Muertos and invites residents to take part in the celebrations and commemoration of those who have died.
The full interactive multichannel press release can be found here: https://www.multivu.com/tequila-don-julio/9299751-en-dia-de-muertos-global-celebrations
The brand is committed to celebrating and shining a spotlight on inspiring Mexican creatives. That’s why Tequila Don Julio teamed up with renowned Mexican visual artist and historian Betsabeé Romero and Mexican floral designer Juan Rentería to develop the creative concept of ofrendas and support influential local artists in each city. In keeping with the tradition of ancestor veneration, each ofrenda will feature the brand’s visionary founder, Don Julio González, surrounded by vibrant elements and decorations that combine the rich traditions of Mexico with the unique spirit and style of each city.
“As an artist deeply rooted in the traditions of Mexico, ofrendas have deep meaning for me. They are a living dialogue between past and present – a space in which we honor our ancestors while reflecting on contemporary realities,” said Betsabeé Romero. “I have been dedicating myself to reinterpreting these sacred altars, incorporating traditional elements, for over two decades modern perspectives to keep this important cultural practice alive and relevant. I am eternally grateful to Tequila Don Julio for allowing me to contribute to the creative vision of these ofrendas and share the beauty of our Día de Muertos traditions with the world.”
“Día de Muertos is a celebration of life and love – a time in which we connect with our roots and our memories,” said Juan Rentería. “The collaboration with Tequila Don Julio allows us to celebrate this tradition on a global scale Bringing it to life is an honor that fills me with pride and joy. I think it’s great to see how each city takes up and reinterprets our beautiful tradition in its own way.”
These installations, which can be viewed from all angles, are shown during Día de Muertos and transform cities into impressive cultural spectacles. Find our Día de Muertos experiences in these locations around the world:
- Bogotá, Colombia: Zona T Bogotá (Calle 83 #12A, Bogotá, Kolumbien)
- Cape Town, South Africa: Ostrich Ranch (Van Schoorsdrif Rd, Philadelphia, Cape Town, South Africa)
- London, England: Rosewood London (252 High Holborn, London WC1V 7EN, United Kingdom)
- Los Angeles, USA: Venice Beach (1800 Ocean Front Walk, Venice, CA 90291)
- Melbourne, Australia: Beverly Rooftop (627 Chapel Street, Level 24, South Yarra, Victoria, Australia 3141)
- Mexico City, Mexico: Estanquillo Museum (Calle Isabel la Católica 24 Colonia Centro, Alcaldía Cuauhtémoc CP 06000, Mexico City)
- Mumbai, India: Bastian at the Top (48th Floor, Kohinoor Square, N C. Kelkar Marg, Dadar West, Shivaji Park, Mumbai, Maharashtra 400028, India)
- São Paulo, Brasilien: Palacio Dos Cedros (R. Bom Pastor, 800 – Ipiranga, São Paulo – SP, 04203-000, Brasilien)
“We are extremely proud to create a global moment around a unique Mexican holiday that celebrates the lives of those who have passed on,” said Sophie Kelly, global head of agave at Diageo. “Tequila Don Julio brings “Bringing Mexican culture to the forefront through global, authentic and vibrant celebrations that give communities around the world the opportunity to engage with one of Mexico’s most treasured traditions.”
With the Día de Muertos celebration, the brand reaffirms its commitment to promoting Mexican culture and sharing it with the world. By shining a spotlight on Mexican creatives and blending tradition with modernity, Tequila Don Julio honors the past and shapes the future of Mexican culture on the global stage.
Tequila Don Julio encourages consumers of legal age to party responsibly.
INFORMATION ABOUT TEQUILA DON JULIO
Tequila Don Julio González was founded on the groundbreaking agricultural principles of Don Julio González and his personal pursuit of perfection. He revolutionized the tequila industry and set the standard for ultra-premium tequila. Tequila Don Julio is Mexico’s original luxury tequila. Only the highest quality, fully mature and mature blue agaves are used, hand-selected from the rich clay soils of the Los Altos region in the state of Jalisco. Tequila Don Julio’s portfolio includes Tequila Don Julio Blanco, Tequila Don Julio Reposado, Tequila Don Julio Añejo, Tequila Don Julio 70 Cristalino, Tequila Don Julio Rosado, Tequila Don Julio 1942, Tequila Don Julio Alma Miel and Tequila Don Julio Ultima Reserva. For more information about Tequila Don Julio please visit www.DonJulio.com.
INFORMATION ABOUT DIAGEO
Diageo is a global leader in alcoholic beverages with a distinguished collection of brands including Johnnie Walker, Crown Royal, J&B, Buchanan’s, Smirnoff and Cîroc Vodkas, Captain Morgan, Baileys, Don Julio, Tanqueray and Guinness.
Diageo is listed on both the London Stock Exchange (DGE) and the New York Stock Exchange (DEO) and our products are sold in more than 180 countries around the world. For more information about Diageo, our people, our brands and our services, please visit www.diageo.com. Visit Diageo’s global responsible drinking resource at www.DRINKiQ.com. There you will find information, initiatives and opportunities to share best practices.
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