Patrón Tequila brings authentic Día de Muertos celebrations to Europe


This November, Patrón Tequila invites consumers to join extra-ordinary experiences and embrace the authentic spirit of the Día de Muertos celebration. From immersive exhibitions featuring the presence of some major Mexican artists, to bar takeovers, a series of vibrant activations will take place across the globe, from the US to Australia, through Europe with key events in cities like London, Paris and Madrid. In London, the festivities will take place over three days at the six-storey 19 Greek St building in Soho from 1st to 3rd November 2019, with an immersive journey into art, a tequila education experience and cocktails.

Kicking the festivities off in London, a theatrical performance will career through the streets of Soho on the evening of November 1st. Complete with the iconic characters from the traditional celebration such as La Calavera Catrina, Monarch butterflies and sugar skulls, the act will culminate at 19 Greek Street. There, guests will be presented with an eye-captivating façade covered in Día de Muertos Marigold flowers, before entering and delving into the festival journey with Patrón Tequila.

The event will feature artworks commissioned by Patrón Tequila and created by Mexican artists; Lourdes Villagomez, Lola Argemi, Sofia Castellanos, Francesco Pinzon and Cocolvu. Lourdes and Lola will fly to London to exhibit their acclaimed art and will also present the artworks created by their fellows to ensure guests attending the event can learn from each artist’s distinctive style and narrative.

Beyond this event, consumers will  continue their journey through the colours of the festival across some of London’s best bars. Patrón will take over outlets such as Swift bar, Chotto Matte, Soho Residence, Raffles, Novikov and many more, to offer visitors signature cocktails in a captivating Día de Muertos setting.

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 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 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. What makes Patrón so unique as an ultra-premium product is the craftsmanship, passion and attention to detail that is poured into every bottle. That is why when we celebrate cultural moments that matter like Día de Muertos we do so in partnership with fellow artisans from Mexico – individuals that represent the very best in our home country’s contemporary artistic scene. We couldn’t be prouder to showcase the talents of Lourdes and Lola on a global scale, and what they have created truly reflects the vibrancy of the burgeoning international celebration that is Día de Muertos.”

Jo Botwood, Marketing Director, Europe for Patrón, said: “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.”

Mexican artist, Lourdes Villagomez, who will be flying over to London to bring the celebrations to life, said: “I am incredibly pleased and excited to team up with Patrón to celebrate Día de Muertos in London and Europe. Mexico’s cultural heritage is so rich and full of symbolism that it needs engaging ways, such as Patrón’s initiative, to be properly communicated to the international public. I can’t wait to guide visitors through the beautiful stories hidden behind my pieces.”

Día de Muertos by Patrón Tequila – London

Friday 1st November (7:30-11pm); Saturday 2nd November (12:00pm-11:00pm; Sunday 3rd November (12:00pm-5:00pm)

19 Greek Street, Soho, London, W1D 4DT

Tickets on sale now priced at £15 for a two-hour daytime slot which includes entry and two cocktails and £30 for entry and two cocktails at the VIP launch party: