Día de Muertos 2025: Bakeries at Dawn, Tequila at Dusk

Building on last year when beautifully crafted Ofrendas were installed across eight cities, this year, Panadería Don Julio pop-ups transformed a traditional Mexican moment into an ever bigger worldwide celebration. By day, guests stepped into the comforting aroma of freshly baked pan de muerto; by night, the same space came alive with celebration as it transformed into a tequila bar. Across twelve cities and four continents, thousands of guests joined in celebration, memory, and connection marking one of Mexico’s most cherished holidays.

At Diageo, we have the ambition to take tequila around the world, and Don Julio wants to take Mexican culture with it too. Beyond the flavours and festivities, each Panadería Don Julio event carried a deeper purpose - to invite the world to experience the essence of Día de Muertos. Guests were encouraged to reflect, to celebrate, and to take part in a ritual that balances joy and remembrance - a true expression of Mexican culture’s emotional richness.

In partnership with acclaimed chef Elena Reygadas of Panadería Rosetta, Mexico City, the pop-ups celebrated one of Mexico’s most meaningful culinary traditions - pan de muerto, the sweet, fragrant bread that symbolises love and remembrance. Paired with cocktails from Mexico City’s award-winning Handshake Speakeasy, guests enjoyed Don Julio signature serves throughout the weekend, showcasing the versatility of the liquid with twists on the traditional Paloma and Margherita and orange wine cocktails. Crafted with Don Julio 1942, the orange wine cocktails evoked the citrus notes of pan de muerto and its orange blossom aroma.

“In London the celebrations really came alive. We took over Toklas Bakery to activate Día de Muertos in a way that felt distinctly London, hosted by Gabriette. It was magnetic, authentic and alive in culture - we had After Dark music sessions with Latinx DJs, Paloma making, drawing and Papel Picado workshops, and authentic cultural details throughout the pop up.” Commented Beth Weston, Head of Tequila, Diageo GB.

“It was our strongest performing brand campaign to date. We had a 55% share of voice in GB across earned media compared to our peers and the pan de muerto sold out daily by 11am.”

As Mexico’s original luxury tequila, Don Julio continues to honour tradition while embracing the contemporary world. Through craftsmanship, creativity, and a deep respect for its roots, the brand captures the unmistakable Mexican spirit - vibrant, passionate, and full of life.