Don Julio celebrates Halloween with citywide cocktail campaign

Don Julio, a handcrafted tequila brand from Mexico, has brought Mexico’s Día de Muertos (Day of the Dead) to Hong Kong with a citywide cocktail campaign featuring themed installations and limited-edition cocktail menus.

Coinciding with the Halloween season, the campaign invites Hong Kong residents to experience the celebratory spirit of the Day of the Dead, bringing Mexican culture to the forefront.

In collaboration with local bars, including AOAO, DarkSide, The Opposites and Dragonfly, the brand encourages guests of legal drinking age to gather, reflect and celebrate in an expression of love, remembrance and connection.

Each venue will feature hallmark elements of the season: marigold‑laden displays (cempasúchil) whose vibrant hues guide the way; carefully curated ofrendas (altars) adorned with photographs and keepsakes; the gentle glow of candles and copal; and colourful calaveras that honour the departed.

In addition to the installations and limited-time cocktail menus, Tequila Don Julio is bringing Mexican bar HIBOL to Hong Kong for special takeovers at The Opposites on 30 October and Dragonfly on 1 November. HIBOL’s craft is rooted in Mexico’s rich traditions, blending clean, precise flavours with storytelling that captures the vibrant energy of Mexico City’s cocktail culture.

Leading the charge is Marco Porras, an experienced bartender and bar director with over 15 years in Latin America’s hospitality scene, celebrated for combining classic technique with modern creativity and heartfelt authenticity.

Moreover, Dragonfly will exclusively feature a selection of signature cocktails from Handshake Speakeasy, which recently topped the world’s 50 best bars 2024 list. Further activities include a Latin live band and festive face painting, available at the DarkSide venue from 31 October to 2 November.

“This holiday is a celebration of love, legacy and tradition, values that are at the very core of Tequila Don Julio,” said Sophie Kelly, senior vice president of global tequila and mezcal categories at Diageo. “Through our collaboration with world-class partners, we’re thrilled to bring this vibrant holiday to audiences around the globe once again, honouring Mexico’s rich cultural heritage and culinary artistry in a way that is both meaningful and extraordinary.”

MARKETING-INTERACTIVE has reached out to Don Julio Tequila for more information.

Last year, to celebrate Luner New Year, Diageo organised the Johnnie Walker Blue Label’s Mahjong Club in Sydney. Hosted by renowned restaurateur Dan Hong and Crazy Rich Asian star Remy Hii, guests were treated to a trio of curated cocktails inspired by popular Asian flavours while enjoying rounds of fast-paced Mahjong games.

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