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This November, PATRÓN tequila invites consumers to discover andembrace the essence of Día de Muertos, a cultural moment that is increasingly gaining momentum on a global scale. From pushing innovation through e-commerce for consumers to shop and learn how to make signature Día de Muertos cocktails; to providing authentic recipes crafted by one of the most prominent female chefs in Mexico; as well as launching a bespoke limited edition design, PATRÓN is sure to offer all that is needed to make this Mexican date a very special occasion at home.

Falling on 1st and 2nd November, Día de Muertos (Day of the Dead) truly represents the rich heritage of Mexico and a cultural milestone. Originated in the Aztec era in the 16th Century, it stems from the belief that during Día de Muertos, our deceased loved ones have the divine permission to visit friends and families on earth and spend time together to honour life. Mexicans treat the deceased ones as honoured guests, preparing offerings and dressing their homes with Cempasúchil (Mexican Marigolds), sugar skulls, papelpicado and put up true food feasts for the occasion. It can’t be questioned that Tequila plays a central role in the gastronomic heritage of Día de Muertos. Below ishow PATRÓN is inviting consumers to embrace and toast to this beautiful occasion.

PATRÓN X INKD Día de Muertos Limited Edition – PATRÓN Silver Tequila

PATRÓN, together with bottle personalisation store INKD, has created a custom design limited edition for Día de Muertos featuring the iconic symbols of the festivity; monarch butterflies, colourful marigolds and the sugar skull. Using innovative design tools, this is a truly unique limited-edition bottle of PATRÓN Silver that can be shipped to shoppers all over the world.

– Available from Harvey Nichols, £59

– Available from INKD website with personalisation option too – starting £55

PATRÓN Pantry x Día de Muertos

Launched in May, the PATRÓN Pantry is a first-of-its-kind platform offering the tools to inspire consumers and help them to quickly shop cocktail ingredients that let them create simple, delicious drinks at home with the help of the world’s best bartenders. Hosted on the UK PATRÓN Amazon Brand Store, the PATRÓN Pantry features cocktails ingredients bundles, recipes cards and “how to make” videos. The PATRÓN Pantry will receive a Día de Muertos make-over to honour the occasion and to help consumers re-create themed cocktails such as the Ofrenda at home.


50ml PATRÓN Silver

150ml Ginger Beer

Top with Crème de Cassis

Cubed ice

Lime wedge for garnish

Add PATRÓN Silver over ice. Top with ginger beer. Pour over a touch of Crème de Cassis and garnish with lime wedge.

PATRÓN’S Día de Muertos Pantry on Amazon

Celebrate Mexican gastronomy with acclaimed chef Ana Martorell’s signature recipe

On Día de Muertos, Mexicans not only honour their ancestors and traditional customs but also their gastronomy. Food is central to local celebrations, so PATRÓN has partnered with a world-class ambassador of Mexican culture and cuisine to help consumers re-create a taste of Día de Muertos. Acclaimed chef of Aromas restaurant, Mexico City, renowned cooking teacher and creator of gastronomic experiences, Ana Martorell is one of the most prominent chefs on the Mexican scene, famous for her love of food and Mexico.

For Día de Muertos, Ana has created a signature recipe that pairs perfectly with the PATRÓN Ofrenda cocktail: a delicious Cempasúchil aguachile tostadas.

Cempasúchil aguachile (shrimp cocktail) tostadas by Ana Martorell

Serves 4

24 shrimp (medium, big size)
150g pickled red onion
4 Cempasúchil flowers (or dry Marigolds or alternatively Chamomile flowers)
90 g lemon
90 g tangerine
90 g orange
1 chipotle
100 g black raddish
150 ml olive oil
300 g de avocado
1 green tomato
3 tsp. tortilla powder
3 tsp. Chili pepper powder
100 g pumpkin puree
Salt to season to taste


Peel and clean the shrimps. Split in the middle.
Chop the green tomatoes, the coriander and black raddish.
Press the lemons, 3 cempasuchil flowers and the orange. Mix all the juice with olive oil. Blend with the pumpkin puree and the chipotle.
Add the juice to the shrimp.
Add the green tomato, the coriander and black raddish. Mix well and season with salt.
Peel the avocado and mush into a puree. Season with salt.
Mount the shrimp on top of the tostadas, add the avocado puree and decorate with cempasúchil petals and sliced pickled red onion.
Sprinkle some tortilla and chili pepper powder

Speaking of the activities, Matthew Sykes, Senior Director, International Marketing for PATRÓN Tequila, commented: “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 providing consumers with traditional elements, inspiration and innovative tools to embrace the festivity in the comfort of their homes and raise a glass with us”.

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