el Jimador, 100% agave tequila is celebrating Day of the Dead or “Día de los Muertos” in high spirited style. The Day of the Dead holiday is commemorated on Nov. 2 and 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 a unique opportunity to win a Day of the Dead painted coa, the tool used for harvesting agave plants, created by American artist, David Lozeau. Furthermore, el Jimador has launched a microsite that will serve as a one-stop-shop for consumers who want to enhance their celebrations with thematic cocktails, authentic food recipes, and party tips.
8 of These Amazing Works of Coa Art Will Be Awarded
The name el Jimador honors the men who harvest agave with pride and care to make our authentic, 100% agave tequila. The tool of the trade for Jimadors is the coa, which they use to cut the leaves of the agave plants and remove them from their roots.
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Now through Nov. 3, consumers can enter the contest by visiting the website and uploading an original photo that celebrates Day of the Dead. Entries will also be accepted on Instagram by clicking the link their bio and connecting with the brand by tagging 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.”