Tequila Don Julio Brings “Ready Pa’l Show” Energy to Super Bowl Weekend

From unexpected live acts to mobile DJ pop-ups, the tequila house transforms the city into a multi-day celebration.

Tequila Don Julio

Super Bowl Weekend in San Francisco featured numerous branded experiences and late-night events; however, Tequila Don Julio distinguished itself with prominent and culturally significant moments throughout the city, showcasing a two-day series of music, talent, and Latino-led festivities associated with its “Ready Pa’l Show” campaign.

The brand integrated nightlife, street culture, and community tradition to create a sequence of distinctive moments preceding Bad Bunny’s much awaited halftime show performance.

The weekend commenced with a bustling Friday night celebration organised by Young Miko and Druski, focusing on the rituals, sound, and intensity that characterise Latino fans' preparations for significant cultural events. The immersive event showcased Don Julio speciality cocktails and performances by DJs Tay James and Mauro, uniting prominent individuals from sports, music, and entertainment in a single venue. The evening culminated in an unexpected performance by Cardi B, energising the atmosphere and transforming the gathering into a local weekend sensation.

Tequila Don Julio

Attendees included notable figures such as Saquon Barkley, Odell Beckham Jr., Eladio Carrión, AJ Brown, and Zay Flowers, highlighting the moment's cultural significance across various industries. Druski featured a notable sequence with an on-stage toast and a bachata dance that gained significant traction on social media, emphasising the festive "Ready Pa’l Show" atmosphere.

Tequila Don Julio furthered its San Francisco presence on Saturday with a dynamic activation inspired by one of the city's most iconic symbols. Selected guests boarded a branded tram for a live DJ performance by Diplo, traversing the streets of San Francisco and evolving into a mobile music experience. The tour culminated at a taqueria in the Mission District for a pop-up brunch that integrated local culinary traditions with music and hospitality. Guests were provided with tacos and distinctive Don Julio cocktails, such the Don Michelada – a tequila-centric variation of the classic Mexican drink crafted with Don Julio Reposado. Throughout both days, Tequila Don Julio emphasised Latino culture as a significant creative influence via its host selection, musical programming, and comprehensive experience design. The company executed a seamless, culturally-rooted Super Bowl Weekend takeover featuring unexpected performances, mobile DJ sets, and prominent hosts, transcending mere sponsorship to create a comprehensive celebration.