A series of activations will take place in global markets from the US to Australia and through to Europe where events will hit London, Paris and Madrid from 1-3 November.
Patrón is aiming to engage and educate the trade and consumers on Mexico by partnering with Mexican artists to showcase Día de Muertos.
In London, at 19 Greek St, Soho, consumers and trade professionals will be able to discover the meaning of Día de Muertos through a variety of artwork alongside a tequila education experience.
Patrón Tequila has partnered with more than 200 on-trade venues across the UK with limited edition Patrón bottles hand-painted by Mexican artist, Lourdes Villagomez (pictured) available at Selfridges for RRP£69.99.
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Matthew Sykes, senior director of international marketing for Patrón Spirits International said: “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.”
