Patrón celebrates Day of the Dead with month-long campaign

Bacardi-owned Patrón Tequila is rolling out a month-long initiative to mark Mexican holiday Day of the Dead on 2 November, which will see the brand take over more than 200 UK venues.

To celebrate Day of the Dead (Día de Muertos in Spanish), Patrón will debut “one of its largest ever campaigns” across the globe.

The initiative will include hundreds of bar takeovers, immersive art exhibitors and a series of activations in markets such as the US and Australia. Patrón will also hold ‘hero’ events in London, Paris and Madrid from 1-3 November.

The platform aims to “engage and educate trade and consumers on the authentic and colourful culture of the brand’s home country”.

In London, artwork showcasing the meaning of the Mexican celebration will be on display at 19 Greek Street in Soho, along with a Tequila education experience and bespoke cocktails.

The Tequila brand has teamed up with more than 200 venues in the UK, including London bars 100 Wardour Street, Swift, and Oriole, to offer visitors signature cocktails in a “vibrant” setting.

Day of the Dead-inspired window displays will also be installed at retailers such as Selfridges, Harvey Nichols and Amathus in London.

A limited edition Patrón Tequila bottle design, hand-painted by Mexican artist Lourdes Villagomez, will also be available exclusively from Selfridges.

Matthew Sykes, senior director of international marketing for Patrón Spirits International, said: “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 1 and 2 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.”

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