From Agave to a Digital Asset: Avión Tequila Enters the NFT Market in New Project

Consumers buying an NFT from the marketplace Blockbar will be backed up by a physical asset – an exclusive extra añejo tequila made by Avión. We chatted with Juan Namur, Digital Director for House of Tequila, to learn more about the project and to get some insights into the future of digital assets in the spirits industry.

How would you describe the new product Avión Lucky Liquid and the creative process behind its creation?

Honestly, it was created from a bet we made nine years ago. We wanted to try to age extra añejo tequila in some wine casks, that had been previously used to age cabernet sauvignon. The plan was to age it for nine years, but it was risky as there were many challenges involved in this process. The liquor could turn overly woody in taste and lose the essence of tequila. But it turned out really good, so that’s why it’s called Lucky Liquid. As a brand, we believe that fortune favours the bold.

What does the Lucky Liquid taste like, and what is the perfect serving for this spirit?

The perfect serve is neat or on the rocks, as it’s the only way to discover the tequila’s true character. It has a very deep red colour that captivates the eye. In terms of taste, it offers sweet notes of cacao and candied red fruits. It also has some tannins and woodiness from the wine aged in the French oak casks we used. You will also find tones of peach, cranberry, and pecans.

In terms of taste, it offers sweet notes of cacao and candied red fruits. It also has some tannins and woodiness from the wine aged in the French oak casks we used

This launch will also include NFTs. Can you elaborate on this initiative and describe how it aligns with the Avión brand’s values and goals?

You can buy the Lucky Liquid as an NFT through the global marketplace Blockbar and redeem the physical tequila bottle from July 2025 onwards. However, you also have the choice to store and resell it via this platform. It’s an initiative that aligns well with the brand’s visions and goals, as we always encourage our target group to fly higher and follow their heart. NFT is more than hype, as blockchain is a technology that will shape asset ownership’s future in tokenization. Also, in a world where tequila is a significant trend, we want to combine those two phenomena in an initiative that offers real value.

Are there any specific groups of people you are targeting for this launch?

We are aiming at three different target groups. The first and foremost group of people is the luxury spirits collectors. Secondly, we look at luxury item collectors, and thirdly, at NFT and crypto enthusiasts. These are the kind of people that value this type of experience and product.

How are you going to promote and market the NFT launch?

The outreach strategy encompasses six touchpoints, utilizing Blockbar as the marketplace and Instagram as the showroom. The website serves as a comprehensive NFT purchase guide. In addition, influencer partnerships
will be leveraged to highlight the value of digital assets, and paid digital media channels such as Google, X, Bing, and Meta will be utilized. Complementing these efforts is a traditional PR plan targeting luxury, trade, and crypto media outlets. The goal is to create a highly impactful marketing campaign that generates significant attention for the product. The official launch is scheduled for May 27th on Blockbar, with the first sale date set for June 3rd. A total of 100 bottles will be available for purchase.

NFT is more than hype, as blockchain is a technology that will shape asset ownership’s future in tokenization

NFTs are on the rise and have been established as a big trend in the marketing and art sphere. How do you think the NFT market will develop in the upcoming years?

Working as a Digital Director and Digital Marketer, I’m really passionate about blockchain technology. I believe the NFT market will continue to grow. A lot of the previous NFT projects have been somewhat of a failure, but I believe that was just the first phase of the Blockchain era. The technology is here to stay. We know that tokenization of assets will be a factor for all industries. Stocks will be tokenized and even real estate. There are also a lot of opportunities for the spirit industry in the NFT sphere. Just the fact that you can resell bottles through blockchain verification creates a boost for the secondary spirit’s market. I am a firm believer that blockchain technology will shape the future of asset ownership.

Check out the BlockBar website or the Avión website to discover more information about this launch and soar to new heights.