Tequila Don Julio has long served as a vessel for Mexican culture, bridging tradition and contemporary experiences in cities across the globe. This year, the brand is elevating its cultural storytelling through Panadería Don Julio, a Día de Muertos activation that blends culinary ritual and music culture in Bogotá, Johannesburg, Los Angeles, and London and more. The initiative transforms iconic city spaces into immersive hubs celebrating the vibrancy of Mexican heritage.
Central to this cultural mission is Día de Muertos, a holiday that embodies remembrance, love, and communal celebration. Building on the success of last year’s installations, when Don Julio unveiled larger-than-life Ofrendas, intricately adorned altars, in eight cities worldwide, the brand returns with a fresh iteration in 2025. This time, the focus is on one of Mexico’s most beloved culinary traditions: pan de muerto, the sweet, fragrant bread baked to honor the departed and celebrate life itself.
In Bogotá, the pop-up taps into the city’s dynamic street culture and creative energy. Local artists contribute to murals and installations, creating a dialogue between Mexican and Colombian expressions of remembrance. Similarly, in Johannesburg, Panadería Don Julio engages with the city’s thriving design and culinary scenes, offering a platform for cross-cultural collaboration while highlighting the universal themes of family and celebration that resonate across continents.
In Los Angeles, Mexican heritage is deeply woven into the fabric of everyday life, Don Julio’s activation feels both familiar and extraordinary. Visitors are invited to explore the artistry behind pan de muerto while enjoying curated tasting experiences of Don Julio tequila, drawing connections between the ritual of sharing bread and the conviviality of spirits. The pop-up becomes a space where tradition meets innovation, echoing the city’s multicultural rhythm.
By day, Panadería Don Julio honors pan de muerto, the sweet, aromatic bread emblematic of love and remembrance. Created in collaboration with Panadería Rosetta, the cult bakery led by Michelin-starred chef Elena Reygadas, the experience invites guests to witness the baking process, taste the symbolic bread, and engage in hands-on cocktail masterclasses, including the making of a classic Reposado Paloma with Don Julio Tequila. Complementing the culinary experience, a curated bodega by Columbia Road’s Milagros showcases Mexican products and artisanal goods, offering a multisensory journey into Mexico’s culture and craftsmanship.
As night falls, the bakery transforms into a seductive 80-capacity speakeasy, featuring Don Julio cocktails crafted by Handshake Speakeasy, the Mexico City bar regarded as the best in the world. The evening programme amplifies the celebration with a progressive music line-up that spans experimental club, reggaeton, techno, and Latin bass, a reflection of Mexico’s vibrant soundscape. Guests are invited to move from ritual to revelry, experiencing the duality of Día de Muertos, representative of reflection by day, celebration by night.
The host is model, tastemaker, and tequila muse Gabbriette, who shares Mexican heritage, set the tone for the three-day global takeover. Gabbriette also designed a signature cocktail, a modern twist on Don Julio’s iconic Paloma, that features prominently on the Handshake menu throughout the event. Her presence underscores the fusion of heritage and creativity that lies at the heart of Don Julio’s cultural initiatives.
Kandace Williamson, Senior Culture Lead, Don Julio Tequila said “Día de Muertos is a time of deep meaning and joyful celebration in Mexico - a moment to honour legacy through food, music and community. With Panadería Don Julio, we wanted to bring that spirit to London in a way that feels both authentic and modern, spotlighting the Mexican talent redefining culture globally. From Panadería Rosetta’s artistry to Handshake Speakeasy’s world-class cocktails and Gabbriette’s creative energy, this series embodies what Don Julio stands for - the spirit of modern Mexico: bold, creative, and deeply connected to its roots”
Over the course of the weekend (October 31 – November 2), the music programming unfolds across diverse global scenes. The line-up represents a dynamic, cross-continental celebration of Latin and Mexican sound, positioning Don Julio as a curator of culture, featuring N.A.A.F.I 15, Neffa-T, Debit, and Zutzut, CC:DISCO! and Viiaan etc.
Cities like Bogotá, Johannesburg, Los Angeles, and London become active participants in this cultural dialogue. Each Panadería Don Julio pop-up adapts to its local context, combining Mexican tradition with local culinary, nightlife, and music sensibilities, bringing Mexico’s rich traditions to life for new audiences worldwide.
Get access to the Don Julio Tequila x Panadería Rosetta: Cocktail Making Workshop HERE
After Dark Music and Nightlife Series; explore the full line up of DJ sets and Handshake Speakeasy takeover HERE.
