The Tasting Panel magazine

August 2017

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august 2017  /  the tasting panel  /  63 a rich floral spice that is equally attuned to serving neat or for upgrading any number of tequila-centric cocktails. Small wonder that noted New York-based spirits importer and marketer Davos Brands recently snapped up the worldwide rights and a controlling interest in Astral. "At first, we thought the world needed another tequila brand like a fish needs a bicycle," says Joen Choe, Vice President of Marketing for Davos Brands. "But when we tried Astral tequila, it was clear that this was something truly special. Astral has a uniquely agave-forward character, with a certain salinity and flavor that evokes both the rugged and refined personality of Mexico. And there's a clear reason for that character: Richard Betts brought a winemaker's sense of discipline and terroir to making agave spirits, and it shows in every sip." And like a dedicated parent watching over one of his favored offspring, Betts will remain with the brand, not only continuing his active role in the company but also serv- ing as a global Brand Ambassador. In addition, signaling the expanded scope and marketing of Astral that is being planned by Davos, their new award-winning tequila is being assisted by another brand ambassador, none other than iconic actor Jonathan Goldsmith, a bon vivant who has kept company with notables that range from Leonardo DiCaprio to Barack Obama. However, without a doubt, Goldsmith was best known as "The Most Interesting Man in the World" for Dos Equis beer, although he admits, "I don't drink just beer." "I love tequila, and a good friend, a real expert in all matters of taste, had me try Astral," says Goldsmith. "I fell in love with it and I'm thrilled to be a part of the business now, as an equity partner and an owner in the brand. I'm no longer involved with Dos Equis and I wish them all the best. But I have a diverse palate and I do know that many scotch drinkers are now drinking super-premium tequilas like Astral; they have that same sense of character and complex- ity of flavor." It is the uniqueness and diversity of Astral, something that becomes apparent with the very first sip, that separates it from the myriad of brands already out there. "Astral sneaks up on bar managers and beverage direc- tors," says Travis Tober, National Director of Education and Advocacy at Davos Brands. "The most common reaction I get when I taste someone on the product is, 'Wow, that's different.' It takes everyone by surprise. There is a slight salinity to the juice that is a natural fit for cocktail bartenders. It helps balance and 'pop' the flavors of their cocktails. Astral is the weekday tequila for bartenders." So while Jonathan Goldsmith's amazing life garnered him the former title of Most Interesting Man in the World, he's into other-worldly realms now that he's a partner in Astral Tequila, a heavenly spirit. PHOTO: JASON HOWARD

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