Patrón celebrates Day of the Dead globally with vibrant activations


Patrón Day of the Dead Sweetcorn Old Fashioned cocktail

Patrón Tequila is rolling out a global celebration of Mexico’s Day of the Dead (Dia de Muertos) across the on and off-trade.

This year represents Patrón’s most comprehensive Day of the Dead campaign to date, marked by a coordinated series of on-trade activations, in-store visibility, consumer engagement and VIP and influencer events across five different continents.

The brand will activate Day of the Dead-themed proprietary celebrations in key global cities such as New York, Mexico City, London and Sydney.

In London, Art of Patrón x Day of the Dead takes place at Mayfair’s UNIT London gallery on 2 November. At the event, the brand aims to bring to life the most iconic and colourful elements of the Mexican celebration, adding a layer of contemporary art and mixology to demonstrate how to embrace the festivity’s authentic character with Patrón.

The activation will play host to Day of the Dead-inspired Patrón cocktails and masterclasses, alongside live art performances from Mexican artist Pablo Angel Lugo Martinez. Make-up artists, The Gypsy Shrine, will transform guests into the iconic La Catrina skull and a top DJ with Mexican heritage, DJ Tasty Lopez, will be on decks.

Day of the Dead cocktails on offer include the likes of El Diablo (pictured below), made with Patrón Silver tequila, lime, ginger beer and Crème de Cassis, Boxcart, combining Patrón Reposado tequila, Patrón Citrónge Orange liqueur and lemon, and the Sweetcorn Old Fashioned (pictured above), a blend of Patrón Añejo tequila, caramel sweetcorn syrup, and bitters. All cocktails will be paired with Day of the Dead Mexican canapés.

Patrón will also be celebrating Day of the Dead in a number of key on-trade accounts across the UK – from a bottle service club celebration at Boneca, and Day of the Dead brunch at Bluebird Café in London, to guest shifts at Hedonist in Leeds and menu specials at bars such as Maya in Liverpool.

Lee Applbaum, global chief marketing officer for Patrón Spirits International, said: “This year Patrón is reinforcing its focus on Day of the Dead by coordinating a series of global activations around this traditional holiday.

“Tequila is one of the most significant gifts Mexico has given to the world, and a key part of an authentic Dia de Muertos celebration.

“We collaborated closely with our local team in Mexico to bring the festivity’s iconic elements to life in a culturally appropriate way that resonates globally.

“It’s great to see how our global partners have embraced the spirit of Day of the Dead and are using it to engage trade and consumers with our authentic brand story.”

Patrón’s mixologists will be on hand to host Day of the Dead experiential masterclasses highlighting the craft behind Patrón Tequila with a hands-on demonstration of how to replicate Patrón’s special Day of the Dead cocktails.

Patrón Day of the Dead El Diablo cocktail

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