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This month, at New York’s Broadway/Lafayette subway stop, you may have noticed some colorful posters around the station. The bright teal, pink, orange, and yellow works that resemble pairs of cards, are a result of a collaboration between Mexican brand Partida Tequila and artist Alejandro Vigilante. The images are a spin on the centuries-old, traditional Mexican card game Lotería, which matches imagery with riddles in a 54-card deck.
Vigilante, whose Pop Art-leaning works can be found in murals, film sets, and private collections, renders symbols and pictures of Mexican nature, cocktails, and the Mexican Revolution in bright, energetic colors. “The Lotería game is similar to my painting, with its use of very strong icons,” said Vigilante. “Each card has its own feeling, its own power, its own message. Color is also a huge part of the work I do. Color is life. To be associated with Partida is an honor for me, it’s a perfect soulmate.”
Partida Lotería, as the collaboration is called, will be on view in New York—in the subway and an array of media platforms around the city—through October 31, part of a street-level campaign Partida plans to expand to California and Florida next year.
“We’re very excited to bring the life and colors of Mexico to the U.S. with Partida Lotería,” said Gary Shansby, CEO of Partida Tequila. “Partida’s philosophy has always been to promote the energy, authenticity and flavors of Mexico, and with Alejandro’s beautiful artwork we are able to showcase the richness of Mexico to people who love Tequila. Partida Lotería is focused on handcrafted art that directly correlates to the artisanal production process behind each bottle of Partida Tequila, from the agave fields and the double distillation to the aging in our cellars.”
Partida Tequila (www.partidatequila.com) is an authentic, all-natural, ultra-premium Tequila, made from 100% blue agave in the Tequila Valley, the heart of Mexico’s historic Tequila region. From cultivation and harvest to cooking, distillation and aging, Partida Tequila maintains exceptional standards of quality and consistency. F. Paul Pacult, the leading spirits authority in America, recently rated Partida Reposado as the best Tequila in the world, and one of the top five spirits in the world. Noted spirits expert Robert Plotkin calls Partida “sublime” and “one of the finest tequilas ever made.” Tequila Partida produces four distinctive Tequilas: Blanco (not aged), Reposado (aged six months), Añejo (aged 18 months) and Elegante (aged 36 — 40 months). Partida is distributed in Mexico and nationally in the US.