Patrón marks Day of the Dead with limited edition bottle

Tequila maker Patrón has marked Día de Muertos (Day of the Dead) with the launch of a limited edition bottle featuring symbols associated with the festivity.

Falling on 1 and 2 November, Día de Muertos, or Day or the Dead, is a Mexican holiday which sees family and friends come together to remember and pray for those that have died.

Traditionally, homes are decorated with Cempasúchil (Mexican marigolds), sugar skulls and papel picado to mark the occasion. To commemorate the annual holiday, Patrón teamed up with bottle personalisation specialist INKD to create a custom-design, limited-edition bottle featuring monarch butterflies, Mexican marigolds and sugar skulls.

The bottles are available from Harvey Nichols for £59 and from the INKD website, with a personalisation option, from £55.

The distiller honoured the festivity by showing customers how to make special cocktails, including the Ofrenda, via its Patrón Pantry platform on Amazon.

In Mexico, it partnered with a selection of bars, who offered a special ‘buy one, gift one’ deal on a selection of Patrón Día de Muertos themed cocktails.

Commenting on the campaign, Matthew Sykes, senior director of international marketing, said.  “As the home place and heart-beat of Patrón Tequila, Mexico, its people and culture are the core of who we are and what we do. Due to its iconic symbolism and intriguing history, Día de Muertos has gradually gained momentum to become an occasion on the global calendar for many consumers. This year, we continue to raise awareness of this moment that matters by working with our trade partners to provide consumers with traditional elements, inspiration and innovative tools to embrace the festivity in the comfort of their homes and raise a glass with us.”