Diageo is set to promote an upcycling aspect from the distillation of its Astral Tequila brand to US consumers.
‘This Round’s for the House’, which runs from this Saturday [22 April] to 5 May, is a campaign highlighting the use of fibres from the agave plant that once no longer needed in Astral’s production process, go to make ‘adobe bricks’. According to the brand owner, a bottle of Astral helps create around two of the bricks, which are “used to construct buildings in local communities in Mexico”.
Promotion of the initiative will run on the Drizly online sales platform in the country.
The dates for the activity have been chosen with environmentalists and Tequila consumers in mind: 22 April is ‘Earth Day’ while 5 May – Cinco de Mayo – is a Mexican festival that according to IWSR Drinks Market Analysis, is “the holiday when more tequila is consumed in the U.S. than on any other holiday”.
Astral debuted with a blanco in the US two years ago, followed by reposado and añejo extensions, both of which were released this month. Diageo inherited the brand, along with Aviation gin, through its purchase of Davos Brands in August 2020.
