Diageo’s ‘North America’ unit has secured ‘official tequila’ status for its Astral brand with the soon-to-open movie Practical Magic 2.
The marketing arrangement with Warner Bros Pictures has resulted in an “original social microdrama” fronted by reality TV celebrities – and sisters – Brooks and Grace Ann Nader. Comprising five ‘episodes’, each about a minute long, the clips feature the sisters making ‘Midnight Margaritas’ in a nod to a scene in the first Practical Magic movie.
The five episodes – part one is below – have launched this week on Astral’s YouTube channel.
Coinciding with the series will be a four-city tour in the US of the ‘It’s Midnight Somewhere Margarita Tour’, featuring tarot card readings, photo opportunities and giveaways as well as ‘Astral Midnight Margaritas’, all for consumers of legal drinking age and above. The tour kicks off this week at the Tall Ship in Boston and the Salem Witch Fest before heading to Chicago, Brooklyn and central New York.
Practical Magic 2, which stars Sandra Bullock and Nicole Kidman but not the Nader sisters, opens internationally on 9 September and in the US a day later.
Diageo inherited Astral, along with Aviation gin, through its purchase of Davos Brands in August 2020.
In results for the 12 months to the end of June, announced earlier this month, the group flagged a double-digit decline in sales of its collective tequila portfolio, led by Casamigos, which slumped by 25% in value terms versus the corresponding period a year earlier.
