• by Teresa Buyikian , October 31, 2025

Tequila Don Julio continues its yearly Dia de Muertos celebration this year with Panadería Don Julio, a series of global pop-ups that focus on sharing pan de muerto, a traditional sweet bread symbolizing love and remembrance.

Pop-ups include oversized marigold-filled ofrendas (decoratively adorned altars), where attendees can leave offerings for loved ones,  in multiple cities around the world including Bogotá,Columbia; Johannesburg, South Africa; Los Angeles, London, Mumbai and Delhi.

The pop-ups each blend together a traditional Mexican bakery with a tequila bar experience.  A hero video, seen here, brings the look and feel of the pop-ups to social media.

Salvador Padrón, the brand’s global vice president of marketing, explains why the brand continues to go all-in on Dia de Muertos.

Marketing Daily: What was the inspiration behind Panadería Don Julio?

Padrón: Panadería Don Julio was born from our continued commitment to share Mexico with the world, not only through our tequila, but through the traditions, artistry and stories that define our culture.

Last year, we introduced Día de Muertos to many cities around the globe, unveiling larger-than-life ofrendas to celebrate the holiday’s profound place in Mexican heritage.

This year, we continue that storytelling by reimagining another ritual: the sharing of pan de muerto, a sweet, fragrant bread enjoyed with loved ones as a tribute to those who came before us. Rich with symbolism, its circular shape represents the eternal cycle of life and death, while the crossbones-shaped dough on top reminds us of the connection between generations, love and remembrance.

We partnered with Mexico City’s celebrated Panadería Rosetta and its founder, Michelin-starred Chef Elena Reygadas, to share one of Mexico’s most meaningful traditions with audiences around the world.

And to complete the experience, we’ve also collaborated with Handshake Speakeasy, ranked the #1 bar in North America and #2 in the world, to craft festive, seasonally inspired cocktails, including a special Orange Wine cocktail that captures the bright citrus essence of traditional pan de muerto.

Marketing Daily: How did you select locations?

Padrón: The cities hosting Panadería Don Julio are vibrant cultural hubs, places with a growing love for tequila and a curiosity for authentic cultural experiences.

Plus, each experience is truly designed to feel both personalized and true to Mexico, blending the universal values of Día de Muertos love, legacy and connection, with local touches that make every celebration unique. In London, for example, guests will take part in holiday-inspired workshops like papel picado (traditional cut-paper art) and sugar skull decorating. 

Marketing Daily: Why does Don Julio honor Día de Muertos every year?

Padrón: For Tequila Don Julio, Día de Muertos is more than a holiday; it’s a living expression of who we are as a brand. It’s a moment to honor our founder, Don Julio González, and his life’s work in introducing luxury tequila to the world. The celebration embodies the same values that define our brand: heritage, craftsmanship and respect for those who came before us, values instilled by Don Julio himself, whose relentless dedication and passion continue to inspire everything we do today.

Marketing Daily: How do the Panadería Don Julio pop-ups reflect the brand?

Padrón: These pop-ups are part of Don Julio’s ongoing mission to redefine modern Mexican luxury, one that seamlessly blends timeless heritage with contemporary artistry and innovation. Through experiences like Panadería Don Julio, we’re presenting a new expression of Mexico to the world: rooted in tradition yet boldly modern, a true celebration of Mexico's evolving cultural spirit.