The Dubai Chocolate Craze Has Inevitably Found Its Way to Tequila
(Photo: Casa Maestri)
The Dubai chocolate craze kicked off in the annals of TikTok in 2024, inspiring a pistachio tsunami of products that touched down at candy stores and airport duty-free shops across the globe. Nearly two years later, the fad has all but cemented itself in the zeitgeist. Consumers have their pick of the litter from Dubai chocolate perfume, handwash, press-on nails, jackets, hair dye… and now, tequila cream liqueur.
On Tuesday, Casa Maestri toasted Cinco de Mayo with the unveiling of a Pistachio Chocolate Cream liqueur, which promises to blend the vegetal bite of tequila with the trendy indulgence of pistachio and chocolate flavors. Bottled at 15% ABV, the product has already begun popping up on virtual retailers for around $30 per bottle.
Though the brand may not be a household name, the Casa Maestri distillery is a prolific figure within the tequila industry. The facility produces well over 300 private-label imprints under the same roof, among them Michael Jordan’s Cincoro Tequila and the Diageo-owned 21Seeds. The distillery was founded in 2008 by Michael and Celia Maestri, who also own its namesake brand.
“This product represents where the spirits industry is heading,” CEO Celia Maestri said in a news release. “Consumers are no longer just buying alcohol, they are buying experiences, flavors, and stories. With Dubai Chocolate Pistachio Cream, we are delivering all three in one bottle.”
Casa Maestri says it’s the first scaled tequila producer to bring the Dubai chocolate trend to the agave spirits space. Though that does appear to be the case, Maestri is far from the first brand blending booze with a splash of chocolate, pistachio and kataifi inspiration. Competitors include Palmé Dubai Style Chocolate (made with a rum base), Sahara Pistachio Cream (brandy-based) and Borgota Dubai Style Chocolate Liqueur (which, according to the label, is made with “sugar beet neutral spirits”).
Similar to all of the above, Casa Maestri’s latest is technically not a Dubai chocolate liqueur, but rather a Dubai-style chocolate liqueur.
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