Espolòn Tequila celebrated Día de Muertos with the launch of soulful Death magazine–a collection of calaveras (poems written for Day of the Dead) that feature a piece by Grammy-winning R&B superstar Miguel.
The celebration took place in Soho, at an exhibit turned speakeasy with a newsstand in a front and a party in the back. The provocative question “Did You Die Today?” displayed in front of the event drew a fair share of attention, and stepping into the small storefront filled with rows of DEATH magazines and one black curtain only added to the intrigue.
The second room of the pop-up combined art and history, with a DEATH magazine cover decorating the wall among classic literary calaveras. As described within the displays commemorating the 20th century pastime that started it all,“what began as satirical obituaries aimed at the Mexican high-society of the early 1900’s, quickly evolved into a longstanding Day of the Dead tradition. They are a sign of Mexican creativity and irreverence–and a friendly reminder of our own mortality.” Espolòn’s DEATH magazine took the creativity that made calaveras commonplace and put a modern twist on the artform.
After a crash course on the cultural roots of Día de Muertos, guests at the Espolòn pop-up were then led to a dark, yet inviting party in the dimly lit speakeasy with a special menu of cocktails and appetizers that were to die for. Ceviche, beef empanadas, and cheesy jalapeño poppers kept bellies full and the DJ kept spirits high. Cartoon skeleton drawings on the walls and a bar backdrop of flowers added to the themed decor under red and purple ceiling lights. The drink menu offered three different tequila cocktails. The brand’s namesake, the Espolòma, was a sweet mix of Espolòn Blanco, lime juice, grapefruit soda, and a pinch of sea salt. A traditional mexican mule was also an option, made with Espolòn Reposado, lime juice, and ginger beer. Lastly, there was the Añejo Old Fashioned, which was a mix of Espolòn Añejo, agave nectar, Angostura Bitters, and orange bitters. The Espolòn experience managed to take each visitor to another underworld–one where the drinks, music, and poetry are waiting for you with open arms.
