Tequila Don Julio and GALE continue their commitment to sharing Mexican culture with the world by celebrating Día de Muertos through a global pop-up experience: Panadería Don Julio. The activation reimagines a cherished ritual of the holiday: the sharing of pan de muerto, a sweet, aromatic bread symbolizing love and remembrance. Created in collaboration with Panadería Rosetta, one of Mexico's most acclaimed bakeries led by world-renowned chef Elena Reygadas, Panadería Don Julio will take place in more than twelve iconic cities, showcasing the beauty and energy of Día de Muertos on a global stage.

Panadería Don Julio will come to life around the world through unique iterations, each designed as a one-of-a-kind journey into the heart of Día de Muertos. While every city will offer its own interpretation, each pop-up will blend the warmth of a traditional Mexican bakery with the vibrancy of a tequila bar. Guests will step inside to enjoy Panadería Rosetta's iconic pan de muerto during the day and, by night, they can celebrate with specialty cocktails crafted by Mexico City's own Handshake Speakeasy, ranked as the #1 bar in North America and #2 in the world. Surrounded by traditional holiday elements such as candlelit ofrendas where offerings can be left for loved ones, cascades of marigolds, and more, Panadería Don Julio pop-ups will bring people together to experience the spirit and high energy of the holiday in a way that feels both authentic and locally inspired.

For those unable to experience Panadería Don Julio in person, Don Julio and GALE bring Día de Muertos to a global audience through a hero film that celebrates both the holiday's rich traditions and its evolution in today's world. The film highlights the symbolism and personal stories that make Día de Muertos a celebration of love, remembrance and connection, featuring Mexican visionaries Chef Reygadas and cultural ambassador Carlos Eric Lopez and inviting audiences everywhere to honor loved ones, experience the artistry of Mexico, and connect with the deeper meaning of the holiday.

Of the campaign, GALE VP of Marketing Strategy Colleen Saporito said, “Panadería Don Julio carries Día de Muertos across the globe, honoring its focus on love and remembrance while celebrating its modern energy–anchored in Mexican voices, craft, and culture. It’s a reflection of how GALE helps brands build meaningful connections and community.”