Overview: Astral Tequila has secured an official sponsorship role for Warner Bros.’ upcoming film Practical Magic 2, scheduled for a theatrical release on September 11. The brand is executing a multi-faceted campaign that includes a national tour and a dedicated social media microdrama series to coincide with the supernatural sequel’s launch.
The Full Story
Astral Tequila is hosting an “It’s Midnight Somewhere” tour in several cities across the country, organizing watch parties specifically for bartenders alongside an appearance within the film itself. Brand Director Jenn Rapp noted that the partnership aims to connect with new audiences and Gen Z while leveraging the film’s iconic midnight margarita scene theme. The microdrama social series, titled “It’s Midnight Somewhere,” features reality stars Brooks and Grace Ann Nader navigating magical neighbors and a malfunctioning blender while preparing their own midnight margaritas across five minute-long episodes.
Director Madelaine Turner described the project as centered around sisterhood, utilizing the dynamic of the Nader sisters to bring fun charm to life. Turner noted that the microdrama genre allows for creative experimentation and storytelling built in for a scroll factor. The campaign aligns with the film’s cultural power and its natural relationship to tequila, which Rapp stated made it an obvious fit when conversations with Warner Bros. arose regarding the sequel opportunity.
Brand & Industry History
Astral Tequila first debuted in 2022, marking a milestone partnership for the relatively new tequila brand according to Brand Director Jenn Rapp. The collaboration builds upon the legacy of the original Practical Magic, a romantic fantasy cult classic released in 1998 featuring Sandra Bullock and Nicole Kidman, which established the cultural power of the midnight margarita scene. When the sequel opportunity arose from conversations with Warner Bros., Rapp stated the film’s natural relationship to tequila made it an obvious fit. The campaign aligns with a broader industry trend where brands like Old Navy, Zillow, Diet Coke, and Dior lined up for onscreen placement and cobranded product partnerships when The Devil Wears Prada 2 premiered earlier in the year.
What This Means
For a brand looking to grow awareness, Rapp indicated that the appeal of a sequel partnership lies not only in a built-in dedicated audience but also in younger Gen Z moviegoers who can be hooked. The social series is designed to introduce the spirit to new generations while standing on its own for those unfamiliar with the film. Rapp emphasized the importance of focusing the microdrama campaign around original story elements rather than re-creating perfection or iconic scenes from the first film. As the campaign goes live, the team is monitoring view counts and shares to expose as many people as possible to the brand while maintaining responsibility regarding the Owens witches’ storylines.
Consumer Takeaway
The release offers drinkers access to a branded experience tied to a specific cultural moment through watch parties and a social series featuring reality stars. The partnership provides an opportunity for consumers to discover the brand within a story that is loved and adored, specifically highlighting the spotlight on the midnight margarita theme during the film’s theatrical run in September.
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