Amigos Tequila Beer is gearing up to celebrate the traditional Mexican Day of the Dead (Dia de los Muertos) holiday, with a raft of activity to include a series of parties.

To support the Day of the Dead parties, Amigo has launched a special edition four pack into the off-trade channels. The pack gives consumers the chance to wine a crate of Amigos to celebrate the festival, with 30 winners to be chosen in total.

The Amigos Day of the Dead campaign uses the same sugar skull and marigold, or ‘flor de muerte’ artwork, which can be found on pack, posters and across social media channels. These are all traditional Mexican symbols used to honour the dead.

Alongside this on-pack competition, Amigos will be carrying out guerilla style marketing in student areas.

Meanwhile the three ‘ultimate late night parties’ will be held in Manchester, Sheffield and Bristol. The events run across 28 and 29 October.

Senior brand manager Christian Sarginson said: “We’re really excited to be hosting Day of the Dead parties in three separate cities. We’ve handpicked these venues to provide an unforgettable experience and to celebrate the UKs underground party scene. Through our #streetcerveza campaign we seek to support street culture and Gett Off, Fiesta Bombarda and Inside Out are three brilliant promoters who play a great part in shaping the culture of their respective cities”.  
“Amigos Tequila Beer is the perfect drink for these events and we’ll be giving the first 100 people through the door a free bottle to really start off an unforgettable night”.