Malaysia’s luxury spirits market welcomed a new player this month as Augusto Tequila made its grand debut with an exclusive launch party that captivated the country’s discerning drinkers and industry insiders.
The 8 July 2025 launch party at SOL at The Met KL brought together 200 distinguished guests for an evening celebrating the arrival of what the brand positions as an ultra-premium tequila with a distinctive edge. The launch showcased Augusto Reposado, which the company claims is the world’s first exclusively sherry cask-aged tequila.
“Augusto isn’t just a tequila. It’s an attitude. It’s about embracing life with confidence, curiosity, and sophistication.”
Cheryl Xie McCallum, General Manager of Dajin Beverages, the exclusive importer and brand custodian of Augusto in Malaysia
The tequila is distilled in Jalisco, Mexico, using hand-harvested blue agave aged seven years or more, then finished in Spanish Oloroso and PX Sherry casks. This unique aging process aims to create what the brand describes as a luxurious spirit that challenges conventional tequila expectations.
The launch event featured several premium experiences designed to immerse guests in the brand’s world. Celebrated mixologist Shawn Chong debuted the signature Augusto Café-luxe cocktail, while Natural Organica provided an upscale caviar and tequila pairing station. Additional attractions included guided tastings, a live digital tattoo booth, and entertainment from a Latino live band and DJ MIA, balanced by a sophisticated lounge area for quieter appreciation of the spirits.
The evening’s aesthetic reflected the brand’s identity with a striking black and gold colour scheme throughout the venue, emphasising what organisers called Augusto’s “timeless yet edgy” character.
Three co-founders of Augusto Tequila – Christopher Poon, Eddie Li, and Damith Weerakoon – attended the Malaysian launch personally. “This event commemorates our partnership with an amazing ally and believer in the brand, proving both their capability and the impressive luxurious lifestyle available in Malaysia. We look forward to our new friends and customers feeling Augusto and drinking Augusto,” they commented about the evening.
Following the successful launch, Augusto Tequila will be distributed to Malaysia’s premium hospitality venues, including top private clubs, luxury lounges, cigar bars, boutique wine and spirit retailers, and select high-end nightlife establishments.
The brand plans to expand its portfolio beyond the current Reposado expression, with Joven and Café variants scheduled for future release. Augusto positions itself as more than a spirits brand, promoting what it calls “the art of slow living” and transforming casual drinking into a more ritualistic experience.
The Malaysian market represents a strategic expansion for the Mexico-based brand as it seeks to establish itself in Southeast Asia’s growing luxury spirits segment. With Dajin Beverages as its local partner, Augusto aims to capture consumers seeking premium alternatives in the tequila category.
Dajin Beverages, founded in 2015, originally focused on making Japanese sake and premium champagne accessible to Malaysian consumers through partnerships with Japanese breweries and champagne houses. The company has since expanded its portfolio to include premium liquors, maintaining its mission of providing authentic drinking experiences equivalent to those found in the beverages’ countries of origin. The importer works with heritage brands to curate selections that match Malaysian consumer taste profiles.
For more information about Augusto Tequila, visit http://www.drinkaugusto.com or follow @drinkaugusto and @dajinbeverages on Instagram.
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Photo credits: Dajin Beverages and the author’s own using the vivo X200
Published by Tim Chew
