Tequila Don Julio Takes Over Super Bowl Weekend in San Francisco
Presenting its “Ready Pa’l Show” campaign with surprise performances, mobile DJ moments, and high-profile hosts.
Super Bowl Weekend in San Francisco delivered no shortage of branded experiences and late-night events, but Tequila Don Julio carved out the most visible and culturally driven moments across the city with a two-day run of music, talent, and Latino-led celebrations tied to its “Ready Pa’l Show” campaign.
Blending nightlife, street culture, and community ritual, the brand crafted a series of moments that stood out ahead of Bad Bunny’s highly-anticipated halftime show performance.
The weekend opened with a packed Friday night celebration hosted by Young Miko and Druski, centered on the rituals, sound, and energy that define how Latino fans get ready for major cultural moments. The immersive event featured Don Julio specialty cocktails and music by DJ Tay James and Mauro, bringing together impactful sports, music, and entertainment figures under one roof. The night peaked with a surprise performance by Cardi B that shifted the room into high gear, turning the party into a local weekend phenomenon.
Guests in attendance included names such as Saquon Barkley, Odell Beckham Jr., Eladio Carrión, AJ Brown, and Zay Flowers, reflecting the cultural reach of the moment across industries. Druski added a standout scene with an on-stage toast and a bachata dance that circulated widely across social platforms, reinforcing the celebratory “Ready Pa’l Show” spirit.
Tequila Don Julio continued its San Francisco takeover on Saturday with an energetic activation inspired by one of the city’s most recognizable icons. Select guests boarded a branded trolley for a live DJ set by Diplo, which moved through San Francisco streets and transformed into a mobile music experience. The route concluded at a Mission District taqueria for a pop-up brunch that blended neighborhood food culture with music and hospitality. Guests were served tacos and signature Don Julio cocktails, including the Don Michelada — a tequila-forward twist on the traditional Mexican beverage made with Don Julio Reposado.
Across both days, Tequila Don Julio positioned Latino culture as a central creative force through its host lineup, music programming, and overall experience design. With surprise performances, mobile DJ sets, and high-profile hosts, the brand delivered a cohesive, culturally-grounded Super Bowl Weekend takeover that extended beyond sponsorship into full-scale celebration.
