Marigolds are a special Día de los Muertos symbol, representing the warmth and brightness of the sun and guiding spirits back to their altars with their vibrant petals—and in anticipation of the holiday traditionally celebrated in the fall, Espolòn Tequila Flor de Oro was created. This tequila expression takes the form of a two-month reposado aged in new American oak casks and then infused with natural marigold extract. The result is a golden tint and floral-citrus aromas.
Maestro tequilero Jesús Susunaga Acosta created this meaningful release as a tribute to his predecessor, Cirilo Oropeza, who passed away in 2020.
Espolòn Tequila partnered with event and floral designer Raúl Àvila—the visionary behind the decor and design of the MET Gala—to bring a Living Ofrenda installation to NYC's Vanderbilt Hall in Grand Central Terminal.
What's Driving This Trend
- Floral-infused Spirits
- Infusing tequila with natural marigold extract introduces unique floral-citrus aromas, adding a new sensory experience for spirit enthusiasts.
- Cultural Celebration-inspired Alcohol
- Creating alcoholic beverages that honor cultural festivities, such as Día de los Muertos, adds a distinctive narrative and emotional connection to traditional products.
- Collaboration with Event Designers
- Partnering with renowned event designers for immersive brand experiences, like the Living Ofrenda installation, enhances engagement and brand storytelling.
Who This Affects Most
- Alcoholic Beverages
- Innovations like marigold-infused tequilas are introducing new flavors and cultural significance to spirits, attracting a niche consumer base.
- Event Planning
- Collaborations between spirit brands and high-profile event planners are creating unique, memorable experiences that blend product promotion with cultural artistry.
- Floral Design
- Integrating floral aesthetics and materials into other industries, such as alcohol, exemplifies cross-sector innovation and the expansion of traditional markets.
