Diageo launches Astral Tequila: 'Super premium tequila specifically is seeing exponential growth'

Astral Tequila was part of Diageo’s acquisition of Davos in 2020, and Diageo is now reintroducing the product with ‘beautiful and timeless new packaging, a new and unique recipe produced at a new distillery that results in a new liquid, and new marketing initiatives’.

The tequila joins Diageo’s portfolio of Casamigos (acquired in 2015), Don Julio (acquired in 2017), DeLeon (jointly acquired with Sean ‘Diddy’ Combs in 2014) and newly-acquired super-premium flavored tequila brand 21seeds.

Tequila continues to attract more drinkers and options

Diageo enjoyed 79% growth in its global tequila business in 2021, demonstrating the growing popularity of the category.

However, it still only holds a 10% share of the category in the US: seeing the market has having a strong runway for continued growth and consequently promising continued investment in tequila brands.

Astral – which means ‘of the stars’ – uses a production process ‘steeped in tradition’: featuring a unique million process using the tahona, a stone wheel which crushes the juices of the agave fibers. Those crushed fibers, or bagazo, are then used in the fermentation process to make use of more of the agave plant.

This technique ‘embraces the true character and flavor of the agave to create a complex yet smooth tequila with notes of crisp citrus, clover honey, and bright white pepper, with underlying agave and an abundance of tropical fruit’, according to Diageo.

Leftover agave fibers are upcycled into adobe bricks to be used to construct buildings in local communities in Mexico.

The brand launches with a partnership with astrologist Aliza Kelly. Knowing that people are eager to welcome new experiences, Astral is also introducing The House of Astral, a ‘new to world celestial getaway that brings a new perspective to the existing success of experimental activations in spirits’.

Tequila is popular thanks to its ability to appeal to a broad demographic; broad range of occasions and drinks; and a positive association with the natural ingredient agave, notes Diageo.

“Tequila has an extremely rich history and is attracting more ​drinkers (legal drinking age) and ​options to the category as it continues to rapidly expand,”​ Christina Choi, Senior Vice President of Tequila, Diageo North America, told us.

“With consumers constantly educating themselves and acquiring a desire to discover new and unique products, super premium tequila specifically is seeing exponential growth. ​

“​What’s particularly exciting about Astral is that the brand is also connected to cultural moments growing in popularity, like astrology. With Aliza Kelly as a spokesperson, Astral will draw tequila lovers, astrology followers and avid entertainers to build a community of fans that will grow with the brand.” ​