San Francisco-based Erich & Kallman was recently named agency of record for Astral, a new ultra-premium tequila owned by Davos Brands, beating out a number of New York and LA agencies to win the business. As the brand’s first-ever creative agency, Erich & Kallman will be responsible for launching the new tequila to market. The agency will also head up video, digital, print, social, and OOH components for the brand. Their campaigns will leverage actor Jonathan Goldsmith, best known for his former turn as “The Most Interesting Man in the World” to prompt conversation around Astral Tequila.
"When you're entering a crowded category with a new brand, it's vital that you can cut through the noise with compelling creative. Creative that will get noticed and get people talking,” commented Astral Brands VP Marketing Joen Choe. “After a lengthy pitch process with some of the best agencies on both coasts, it was actually pretty easy to see that Erich & Kallman's creative was head and shoulders above the rest."
Launched just last year, the Erich & Kallman has worked with both established and emerging brands like General Mills, Chick-fil-A, New Belgium Brewery, Gusto, Church’s Chicken, and MTV.
“Astral is a fantastic product in a growing category,” remarks Steven Erich, managing director at Erich & Kallman. “We’re thrilled about the opportunity to launch a product created by Master Sommelier Richard Betts, using the talents of Jonathan Goldsmith to promote its introduction.”
Astral Tequila was founded by master sommelier and NYT bestselling author Richard Betts. With a name meaning “of the heavens, of the stars,” the brand handcrafts its smooth 92 proof tequila using traditional methods.