Diageo is upping its efforts in Tequila in the US once again, this time with the relaunch of recently-acquired Astral Blanco.

The brand, which was brought under Diageo’s control through the 2020 purchase of parent Davos Brands, has undergone a recipe revamp as part of the relaunch. Priced at US$34.99 per 75cl bottle, Astral Blanco has been positioned as a “super-premium” candidate by the company.

When contacted by Just Drinks yesterday, a spokesperson for Diageo’s North America division said: “The new recipe results in a liquid with notes of citrus and agave, whereas the past liquid was more vegetal and cinnamon forward. Astral Tequila is now bottled at a more accessible proof of 80 [40% abv], compared to the previous liquid which was 92 proof [46%].”

Diageo, which owns the Don Julio and Casamigos Tequilas, inherited Astral when it bought Davos Brands for “up to” US$610m. The transaction was focused more on Aviation American Gin, in which actor Ryan Reynolds holds a stake and fronts the marketing activity. Astral was initially launched back in 2006 by founder Richard Betts, who divested the Tequila to New York-based Davos 11 years later.

Late last month, the group added yet another Tequila to its footprint, spending an undisclosed fee on flavoured brand 21Seeds.

How well do you really know your competitors?

Access the most comprehensive Company Profiles on the market, powered by GlobalData. Save hours of research. Gain competitive edge.

Company Profile – free sample

Thank you!

Your download email will arrive shortly

Not ready to buy yet? Download a free sample

We are confident about the unique quality of our Company Profiles. However, we want you to make the most beneficial decision for your business, so we offer a free sample that you can download by submitting the below form

By GlobalData

Tick here to opt out of curated industry news, reports, and event updates from Just Drinks.

Visit our Privacy Policy for more information about our services, how we may use, process and share your personal data, including information of your rights in respect of your personal data and how you can unsubscribe from future marketing communications. Our services are intended for corporate subscribers and you warrant that the email address submitted is your corporate email address.

Spirits’ fallout from Russia’s attack on Ukraine – Click here for a Just Drinks comment