Espolòn Tequila Launches Limited Edition DEATH Magazine and Pop-Up for Día de Los Muertos (Day of the Dead)

Heard print was dead? Sounds delightful.

Yesterday, Espolòn Tequila launches DEATH, a magazine that pays homage to a creative (and wonderfully morbid) Día de Los Muertos (Day of the Dead) art form — the writing of literary calaveras. Simply put, these are illustrated poems — but with a deadly twist.

The rise of this style of poetry is intrinsically linked to the brilliant and striking work of Jose Guadalupe Posada, whose iconic drawings during the Mexican revolution would become the country’s beloved, quintessential representations of death. It is his artwork that inspires the striking design of Espolòn Tequila bottles.

Literary calaveras, which began as satirical obituaries of Mexico’s elite in the 19th century, evolved into a longstanding tradition that is still alive today. Every year, at the end of October, people of Mexico take to newspapers, radio and even television to share witty (and often biting) poems poking fun at their (still living) loved ones’ shortcomings, ultimately culminating in their comical demise. They are a sign of Mexican creativity and irreverence – and a friendly reminder of our own mortality.

In this spirit, Espolòn Tequila honors Posada and all who’ve crossed over with DEATH, a custom publication featuring modern calaveras penned by some of today’s rising literary stars and pop culture personalities, many of whom come from Mexican-American and LatinX communities. Notable contributors include:

Miguel, Grammy-winning R&B superstar.

- Cover illustration done by Scott Campbell, world-renowned tattoo artist.
Mishel Prada, Activist and star of Starz’s ground-breaking drama series, Vida.
Valentina, Star of RuPaul’s Drag Race.
Suzy Exposito, Latin Music editor at Rolling Stone.
Bricia Lopez, World famous restaurateur.
Caitlin Doughty, Mortician and New York times best-selling author.
E.R Pulgar, Acclaimed LatinX poet and music critic.
Valeria The Mexican Witch, Celebrity Tarot reader, author and founding priestess of the Feminist Church of La Santa Muerte.

Click HERE for the digital copy!

DEATH Newsstand Pop-Up

Espolòn Tequila will celebrate the launch of DEATH at a pop-up “newsstand from the other side” in the heart of SoHo on October 31st and November 1st. But like all things Espolòn, there’s more to this newsstand than meets the eye. Step through the fridge full of Espolòn Bottles to discover a gallery-inspired space filled with copies of DEATH, unique pieces of art, collaborative merchandise and displays that illuminate Espolòn Tequila’s inherent association with Day of the Dead. Lucky attendees who stop by might even be invited to “cross over” into a once-in-an-afterlife immersive Day of the Dead celebration hidden even deeper within the space.

The pop-up space highlights the cultural importance of art in Mexico, especially during Day of the Dead. In honor of the holiday, Espolòn Tequila is donating $25,000 to PAOS GDL, a non-profit focused on dissemination and promotion of art from Guadalajara, Mexico (the home of Espolòn Tequila) to the rest of the world. Learn more at paosgdl.org.

I had the opportunity to check out the pop-up before the official launch and might I say, I was very impressed! The completely immersive events transports you to this dark, but pink illuminated space that pays major homage to Día de Los Muertos. The walls were adorned with massive drawings from by Posado. I won’t spoil it for you, but there are some tricks and treats. One will give you a look into your future!

The brand, with the help of Team Epiphany Agency, did an amazing job at celebrating the holiday without making it kitschy. Make sure to check it out:

Pop-Up Details

Dates: Thursday, October 31 and Friday, November 1
Times: Open to the public (ages 21+) 1 p.m.-5 p.m.
Location: 499 Broadway New York, NY 10012 (SoHo, between Broome & Spring Street)

And there is also merch…really dope merch!