el Jimador, the #1 selling 100% agave tequila in Mexico, kicks off one of the biggest celebrations among bicultural consumers in the United States, Day of the Dead or “Día de los Muertos.” This holiday, commemorated on Nov. 2, honors those who have passed away and celebrates them through altars, music, food and art. To make this year memorable, el Jimador is launching a national contest giving adults 21 and older the unique opportunity to win a Day of the Dead painted coa (tool used for harvesting agave plants) created by American artist, David Lozeau. Furthermore, el Jimador is launching a microsite that will serve as a one-stop-shop for consumers 21+ who want to enhance their celebrations with thematic cocktails, authentic food recipes, and party tips.
Now through Nov. 3, consumers can enter the contest by visiting the microsite and uploading an original photo that celebrates Day of the Dead. Entries will also be accepted on Instagram by clicking the link in the bio and connecting with the brand; then tag el Jimador Tequila @eljimadortequila and use the hashtag #DOTDcontest. Eight winners will be selected based on pre-determined criteria, which includes relevance to holiday and theme, creativity and responsibility. Winners will be notified on Nov. 16.
“Bicultural consumers have the ability to pull cues from their American lifestyle and Hispanic heritage to create their own traditions or celebrate holidays in a unique way,” said Ed Carias, senior brand manager. “Day of the Dead is the perfect opportunity for them to honor their loved ones by expressing their individuality and diversity through altars, catrina (skeleton) make up, music and food to name a few. We hope el Jimador will serve as a resource and inspiration for a responsible celebration that is enjoyed to the fullest.”
