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.

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 and tequila at Diageo, in a statement. “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.