Inspired by the symbolic cempasúchil flower that guides loved ones home, Tequila Don Julio’s latest global Día de Muertos campaign celebrates remembrance and enduring bonds that connect us across generations

ATOTONILCO EL ALTO, JALISCO, Mexico , Oct. 13, 2026 /PRNewswire/ — This Día de Muertos, Tequila Don Julio introduces El Puente Eterno (The Eternal Bridge), the brand’s latest expression of its continued commitment to bringing Mexico’s rich culture and traditions to the world. Inspired by the symbolic pathway of cempasúchil (marigold) flowers, the campaign comes to life through storytelling, cultural celebrations and a limited-edition bottle and boxes that invite audiences around the world to connect with the traditions and spirit of the holiday. Building on two years of celebrating different cherished elements of Día de Muertos, from larger-than-life Ofrendas in 2024 to the beloved tradition of pan de muerto through Panadería Don Julio in partnership with Mexico City’s Panadería Rosetta in 2025, El Puente Eterno marks the next chapter in the brand’s journey, bringing another meaningful expression of the holiday to audiences around the world.

Experience the full interactive Multichannel News Release here: https://www.multivu.com/tequila-don-julio/9424051-en-tequila-don-julio-introduces-el-puente-eterno-in-celebration-of-dia-de-muertos 

Beginning in the agave fields in Tequila Don Julio’s home of Atotonilco, Jalisco, Mexico, El Puente Eterno will travel to cities around the world, including the United States, Colombia, Dominican Republic and India. In each city, the eternal crossing will take on a unique expression, from entryways and doorways to streets and pathways, all connected by the symbolic cempasúchil flower. The experiences will blend meaningful cultural storytelling with the celebratory energy of Tequila Don Julio, featuring opportunities to connect with the holiday and offering signature Día de Muertos-inspired cocktails created in partnership with Bar Mauro, ranked No. 1 in Mexico on The World’s 50 Best Bars list.

“El Puente Eterno captures what makes Día de Muertos so meaningful: the belief that love and connection can transcend time and bring us closer to those who came before us,” said Stephanie Jacoby, Global Category Director of Vodka & Tequila at Diageo.”As a brand proudly born in Mexico, we’re honored to share this tradition with people around the world in a way that remains rooted in the spirit and meaning of the holiday.”

As part of El Puente Eterno, Tequila Don Julio has partnered with renowned Mexican designer Patricio Campillo on the latest Tequila Don Julio 70 Añejo Cristalino Artist Edition Bottle. Campillo’s original artwork depicts two souls reunited through the depth and clarity of Tequila Don Julio 70 Añejo Cristalino, transforming the bottle into a symbol of the enduring bonds that connect us across generations. The world’s first Cristalino Añejo Tequila, Tequila Don Julio 70 Añejo Cristalino is aged for 15-18 months in American white oak barrels before being carefully filtered to bring out its signature clarity and crisp agave flavor. The result is a tequila that combines the rich complexity of an Añejo with the clarity and crisp Agave flavor of a Blanco.

The Artist Edition Bottle will be available in the United States, Guatemala, Dominican Republic and Costa Rica, while select global markets will offer limited-edition boxes of Tequila Don Julio Blanco, Tequila Don Julio Reposado, and Tequila Don Julio Ceniza, featuring Campillo’s El Puente Eterno artwork. These Artist Edition boxes will be available in Canada, Chile, CostaRica, Dominican Republic, Greece, Guatemala, India, Japan, Peru, Spain and the United Kingdom.

Through the campaign, Tequila Don Julio continues its commitment to bringing Mexican culture and traditions to the world, sharing the artistry and heritage at the heart of Día de Muertos with audiences around the globe. This marks the third consecutive year that the brand has celebrated Día de Muertos through a global campaign, with each year building on the last to deepen its cultural relevance and reach.

Follow @DonJulioTequila to learn more about how you can join in on the celebrations this season.

ABOUT TEQUILA DON JULIO

Founded on the pioneering agricultural principles of Don Julio González and his personal pursuit of perfection, Tequila Don Julio revolutionized the tequila industry and set the standard for ultra-premium tequila. The original luxury tequila of choice in Mexico, Tequila Don Julio uses only the highest caliber, fully matured, and ripened Blue Agave that has been hand-selected from the rich, clay soils of the Los Altos region of the state of Jalisco. The Tequila Don Julio portfolio includes Tequila Don Julio Blanco, Tequila Don Julio Reposado, Tequila Don Julio Añejo, Tequila Don Julio 70 Añejo Cristalino, Tequila Don Julio Rosado, Tequila Don Julio 1942, Tequila Don Julio Alma Miel and Tequila Don Julio Ultima Reserva. For more information on Tequila Don Julio, please visit www.DonJulio.com.

ABOUT DIAGEO

Diageo is a global leader in beverage alcohol with an outstanding collection of brands across spirits and beer categories. These brands include Johnnie Walker, Crown Royal, J&B and Buchanan’s whiskies, Smirnoff and Ketel One vodkas, Captain Morgan, Baileys, Don Julio, Tanqueray and Guinness.

Diageo is a global company, and our products are sold in nearly 180 countries around the world. The company is listed on both the London Stock Exchange (DGE) and the New York Stock Exchange (DEO). For more information about Diageo, our people, our brands, and performance, visit us at www.diageo.com. Visit Diageo’s global responsible drinking resource, www.DRINKiQ.com for information, initiatives, and ways to share best practice.
Crafting iconic drinks chosen for life’s moments.

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SOURCE Tequila Don Julio