LUNAZUL ’ S ROOTS IN MEXICO RUN DEEP

By Jeremy Nedelka

Lunazul Tequila is distilled and bottled at the Tierra de Agaves Distillery in Jalisco , Mexico . Founded in 2002 by Francisco Beckmann , whose family counts more than 200 years of experience making tequila , the distillery is now run by his son and 8th generation distiller , Jorge . The brand is available in blanco , reposado , añejo , el humoso ( smoked blanco ) and primero ( cristalino ). We recently spoke to Lunazul Sr . Brand Manager MaryCrae Brotzge about Lunazul ’ s Mexican history and heritage .

Beverage Information Group : What does being from Jalisco mean to Lunazul ? MaryCrae Brotzge : Our tequilas begin in the agave fields . We grow the finest Blue Weber agaves in the Highlands of Jalisco , a land rich in red clay soil , with a cool climate . Our volcanic rock water is sourced from a natural stream that flows directly from the Tequila Volcano under our distillery , which adds natural pH balance from passing over the minerals in the volcanic rock .

BIG : What makes Lunazul stand out from other tequilas that are also from Mexico ? MB : Our tequila is backed by 250 years of tradition . Lunazul is a single-brand estate backed by industry heritage and a flavor profile that ’ s been perfected and maintained by our Master Tequilero Francisco Quijano with no chemicals or additives . The agave is slow cooked and fermented with our proprietary yeast strain dating back 250 years , and we ’ re proud to employ sustainable waste practices throughout the production process .

Our facilities are designed to focus on simple techniques that produce high-quality tequilas , crafted with consistency to create a smooth and pure flavor . Lunazul hosts regular trips to Tierra de Agaves for partners to immerse themselves in the full distillation process , from the agave fields to the hand bottling and labeling . These trips also include a cultural experience into Guadalajara to understand the unique history of the land surrounding our distillery .

BIG : What are some of the brand ’ s latest innovations ? MB : We ’ re set to launch a cohesive on- and off-premise program to support the alignment of Lunazul and the Cantarito cocktail . The Cantarito is one of the most popular tequila cocktails in Mexico . It ’ s a mix of fresh fruit and tequila served in a handmade clay jar , known as a ‘ cántaro ’, or jug . The clay vessel helps keep the cocktail fresh and cold longer in the hot Mexican sun .

Since 2015 , Lunazul has partnered with Casa Hogar to produce the Lunazul Cantarito mugs . Located in the small village of Etla , near one of the poorest regions of Oaxaca , Casa Hogar provides shelter and humanitarian assistance to refugees . A therapeutic program was developed to train refugees to produce Cantarito mugs , teaching skill development in hand-labor and professional job assimilation . Since the first Cantarito came off the production line in January 2016 , nearly 40,000 mugs have been hand-crafted . It ’ s not only a memorable piece , but shows the commitment of Heaven Hill and Tierra de Agaves to assisting the Oaxaca community .

BIG : How does Lunazul complement the other brands in Heaven Hill ’ s portfolio ? MB : Heaven Hill has vast experience in the whiskey space and can translate that to tequila with brands like Lunazul , which has authenticity and high-quality consistency . Tequila is also currently the fastest-growing category , with value outpacing whiskey for the first time , so we are poised to satisfy all the current category trends .

2023 Spirit of Mexico 9