Dive Brief:
- Tequila Don Julio, a Diageo brand, is gearing up to celebrate the holiday Día de Muertos (Day of the Dead) with a global pop-up activation in partnership with Mexican bakery Panadería Rosetta, according to a press release.
- Panadería Don Julio will operate in 12 cities. During the day, the pop-ups will offer pan de muerto, a type of bread meant to symbolize love and remembrance. At night, the locations will transform 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.
Dive Insight:
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 combines the warmth of a bakery with the excitement of a speakeasy. The effort sees it building on a longstanding positioning around Mexican culture and more recent efforts tied to Día de Muertos.
This year’s pop-ups are an expansion of the brand’s Ofrendas activation last year, which placed altars in eight cities around the world. Ofrendas are an integral part of Día de Muertos celebrations and are places where family and friends can honor loved ones by placing food, candies and other gifts to welcome the spirits of the dead. This year’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 significance of both Día de Muertos and the treat. It also compares the act of sharing pan de muerto with the act of sharing tequila, a central part of gatherings with family and friends.
Tequila has surged in popularity in recent years, 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 place 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%, according to preliminary 2025 fiscal year results. This decline was mostly attributed to disadvantageous foreign exchange.
Tequila consumption is often associated with Cinco de Mayo, a day where Americans consume 126 million liters of the spirit. In 2023, Don Julio gave away $5 vouchers to be used at local bars and restaurants for Cinco de Mayo. In 2022, it honored its founder and Mexican roots with a cinematic ad campaign.
