Industry awards, critical acclaim, remarkable sales numbers demonstrate timeliness of price-competitive 100% Agave bottlings
BARDSTOWN KY—Lunazul 100% Agave Tequilas, launched one year ago through a joint venture between Heaven Hill Distilleries, Inc. and Tierra de Agaves S.A. de C.V., has turned in a remarkable first year sales performance. After only 11 months in the market, it was just named a “Rising Star” Growth Brands award winner by the Beverage Information Group, awarded to brands “less than five full years of age that have exhibited notable growth”. Also, this past spring, Lunazul was awarded a Gold Medal for the Reposado variety and a Silver Medal for the Blanco by the San Francisco World Spirits Competition, the foremost spirits competition held in the United States, besting other 100% agave bottlings costing two to three times as much.
“With depletions totaling over 20,000 nine liter cases in less than one year on the market, it is clear that Lunazul Tequila is the right product at the right time,” asserted Heaven Hill Senior Brand Manager Reid Hafer. “The combination of an award winning 100% agave taste profile and the incredible price point have made Lunazul’s launch an unprecedented success in the Tequila category. At a time when consumers still seek quality and heritage, but are financially squeezed, Lunazul’s incredible first year track record is not at all surprising to us.”
Lunazul is a super-premium 100% agave Tequila offered in both Blanco and Reposado bottlings. While its pedigree and taste profile are top-tier, at $21.99 for a 750ml bottle, Lunazul is actually priced at parity with premium “mixto” Tequilas—those that use only 51% agave in their recipe and replicate the golden hue of barrel-aging through the use of coloring agents. Produced at Tierra de Agaves, the Mexican spirits company founded by Francisco Beckmann and sons, former co-owner of Jose Cuervo, Lunazul gives consumers an affordable means to enjoy a top quality 100% agave Tequila, a great selling point given today’s economic climate and its negative effect on ultra-premium spirits sales.
Lunazul is also available in the 1.75L, 1.0L and 50ml sizes. It is supported by retail and on-premise point of sale that leverages the meaning of Lunazul (“blue moon”) and the wolf imagery with the tag line, “When the night calls.” Lunazul will be increasing marketing activities in the coming year to support the expanded distribution and sales success of the brand.
Founded in 1934, Bardstown, KY-based Heaven Hill Distilleries, Inc. (www.heaven-hill.com) is the nation’s largest independent, family-owned spirits producer and marketer and the world’s second largest holders of Kentucky Bourbon. Heaven Hill’s diversified portfolio of brands includes The Christian Brothers Brandies; Evan Williams Kentucky Straight Bourbon Whiskey; HPNOTIQ Liqueur; Whaler’s Rum; Burnett’s Gin and Vodkas; Dubonnet Aperitif; PAMA Pomegranate Liqueur; and Água Luca Brazilian Rum Cachaça.
Heaven Hill reminds you to “Think Wisely. Drink Wisely.”
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CONTACT:
Josh Hafer
Corporate Communications Manager
Heaven Hill Distilleries
(502) 413-0219
jhafer@heaven-hill.com