☕ Magical thinking
How Astral Tequila’s microdrama homage to “Practical Magic 2” came together.
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Morning Brew promotes Astral Tequila's partnership with Practical Magic 2, a movie sequel. The brand is hosting an "It's Midnight Somewhere" tour and creating a social series to bring the film's magic to a new audience. Astral Tequila is the official tequila sponsor of the film, which hits theaters on September 11.
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591 words · about 2 min to read
September 01, 2026
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Sponsor Logo: PwC
It’s Tuesday. The US Open has begun, so we’ll try to keep it brief, since we can only assume everyone is still physically and emotionally exhausted from watching Novak Djokovic’s late-night, five-set, first-round upset elimination to Mariano Navone on Sunday.
In today’s edition:
Season of the witch 🧙
Just for you 🏈
—Jennimai Nguyen, Alyssa Meyers
SOCIAL & INFLUENCERS
Practically perfect
Grace Ann and Brooks Nader pose with coupes of frozen margaritas in a blue-toned kitchen.
Forget a five-o’clock cocktail—Astral Tequila and Practical Magic 2 are making midnight margaritas for all.
The beverage brand and witchy movie sequel have teamed up to bring the magic of the Halloweentime classic to a new, younger audience. As official tequila sponsor of Practical Magic 2,which hits theaters September 11, Astral Tequila is hosting an “It’s Midnight Somewhere” tour in several cities across the country, holding watch parties for bartenders, and creating a microdrama social series, all alongside an appearance in the film itself.
It’s a milestone partnership for the relatively new tequila brand, which first debuted in 2022, Brand Director Jenn Rapp told us.
“This is a really opportune time for us to have this big moment in culture where we can truly supercharge the awareness that people have,” Rapp said.
In the first Practical Magic, the romantic fantasy turned cult classic released in 1998, sisters Sally and Gillian Owens, played by Sandra Bullock and Nicole Kidman, crawl out of bed to join their aunts for a late evening of rambunctious margaritas and bonding.
That meant that when the Practical Magic 2 opportunity arose from conversations with Warner Bros., Rapp said the film’s cultural power and its natural relationship to tequila made it an obvious fit.
“The answer was pretty much immediately yes, because there really is no more iconic margarita scene in film history than the midnight margarita in Practical Magic,” she said.
Continue reading here.—JN
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Sponsored By PwC
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SPORTS MARKETING
Getting personal
Jake from State Farm and Cam Skattebo standing side by side in a commercial.
The return of football season is right around the corner, which means tailgates, buffalo-chicken dip, the revival of your fantasy group chat…and a whole new slate of ads.
For State Farm, NFL advertising is pretty much down to a science. Though the brand isn’t an official league sponsor, it has made multiple appearances in the Super Bowl (including an Ad Meter win) and has for years been an NFL ad regular, running memorablecampaigns earlier in the seasons, too.
This year, the brand is returning to the NFL with some familiar plays and faces, as well as adding a few newcomers and strategic shifts to its latest campaign.
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