Astral’s 'This Round's for the House' initiative is part of the Adobe Brick Project — its ongoing upcycling program to build homes and brighten communities in Jalisco.
Astral Tequila has announced that the
construction of 10 homes for families in Jalisco, Mexico is underway through
trusted partners with the brand's ongoing sustainability program, The Adobe
Brick Project. Each bottle of
Astral Tequila produced helps to create approximately two adobe bricks by
upcycling the spent agave from tequila distillation, which are then used to
build homes for those in need.
Astral Tequila launched in April 2021 with its first expression, Blanco;
followed by Reposado and Añejo in April 2023. The brand believes that the more
good energy we put into our world, the more good energy goes around; so, each
bottle produced continues the cycle of giving back to build a better future. To
continue this ongoing effort to build more homes in Mexico and brighten local
communities, Astral invites tequila lovers to join the brand simply by enjoying
a cocktail made with Astral Tequila. From Earth Day (April 22) through
Cinco de Mayo, those of legal drinking age in their respective areas
(especially in the US — where we apparently drink more tequila than any
other
nation)
are encouraged to make every round of drinks 'for the house' by purchasing
Astral Tequila on Drizly or
ordering at a local establishment to help create more bricks to build more homes
for those in need.
Earth Day falls just two weeks before Cinco de Mayo — the holiday when more
tequila is consumed in the
US
than on any other holiday. The brand is calling on those opting for tequila to
choose Astral to continue the cycle with the support of our partners and
organizations local to the communities in Mexico where its tequila is produced.
Image credit: Astral Tequila
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Director of Sustainability and civil engineer Martha Jiménez
Cardoso
oversees The Adobe Brick Project and has been using her engineering expertise to
build bricks for homes in Mexico for those in need since 2017. Cardoso and her
team combine spent agave fibers (bagazo) with earth and liquid runoff from
distillation (vinasa) to create dobe bricks. The wet molds of compost are then
laid out in the sun to dry, yielding a brick that’s then used in construction.
"The Adobe Brick Project was created to help empower and uplift our local
communities and provide homes for families in need," Jiménez Cardoso says. "I'm
incredibly proud to lead this ongoing initiative with Astral Tequila that
provides materials for adobe bricks used to create housing and reduce landfill
waste in our community."
The housing construction is taking place in Gomez Farias, Jalisco in
partnership with local organizations including Habitat para la Humanidad
Mexico, GreenLoop, Grupo Solave and the Mezcal Institute, with the
initial 10 homes being built for local families in need.
"One of America's favorite cocktails wouldn't exist without the communities in
Mexico that dedicate their lives to the production of agave spirits," shares
Christina Choi, SVP of Tequila at
Astral parent company Diageo NA. "We're proud to act as a conduit for people to
be able to support these communities not only during Earth Day when
sustainability is top of mind, but also year-round."
Published Apr 14, 2023 11am EDT / 8am PDT / 4pm BST / 5pm CEST
Sustainable Brands Staff