• by Teresa Buyikian , October 28, 2024

What does the star of HBO’s “Eastbound and Down,” a fictional lucha libre (Mexican wrestling) star, and cats have in common? A new tequila, of course!

Recently actor and comedian Danny McBride, who played a continually cursing sports agent in HBO’s “Eastbound and Down,” launched his own spirit, Tequila Don Gato. The tequila was inspired by what the brand refers to as the “Saga of all Sagas” of luchador Don Gato (The Cat).

The brand premiered with an editorial spread and ads in Modern Cat magazine, an unusual media buy for an alcohol brand -- but not for one named after a cat-masked wrestler with his own extensive (fictional) backstory.

The comedic "story" of the development of the tequila, Don Gato’s love of cats and other lore behind the mask are illustrated in a series of videos, directed by David Gordon Green, running on social media. The mockumentary style vids all feature McBride, snarky and f-bomb-dropping as ever, as he and his friend Steve attempt to document the celebrity luchador and feline-lover turned tequila maker at home with his cats, in the ring and in his agave fields.

“While I was filming Don Gato and having cool times, I was introduced to the best additive-free tequila I’ve ever had,” McBride said playfully in the release. “To pay homage to Don Gato…and to help pay for the tab I ran up while drinking his tequila that I assumed was free…I am sharing the news of his tequila with my friends in the states. It’s for people who have big dreams. And for those who have an amazing affinity for cats.”

The tequila is available in select states across the U.S. in two varieties, Blanco for $39.99 and Reposado for $44.99. It is also available online at DonGatoTequila.com and on ReserveBar.com, with plans for future expansion. The video series will continue to roll out over the rest the year on social media and on the brand’s owned channels.