Lunazul Tequila Launches 2022 Spring Campaign with Discovery Featuring Josh Gates

— March 16, 2022

Award-winning tequila debuts social and digital ad spots with Discovery GO and Discovery+

Lunazul Tequila embarks on its latest adventure this spring with a new marketing campaign featuring Josh Gates, host of Discovery’s Expedition Unknown. In a four-part series across Discovery GO and Discovery+, Gates will ‘Toast to Tradition’ as he discovers the history and heritage of Lunazul in Jalisco, Mexico.

The national media program will debut new social and digital ads featuring Gates venturing through the agave fields and Family Estate to uncover the eight generations of family heritage. Known for his unique brand of humor and deep-rooted passion for off-the-map adventures, Gates will showcase the hand-crafted quality of the Lunazul distillery from the field to the bottle. Fans can also follow along in the adventure through Gate’s social media platforms on Facebook, Instagram, and Twitter. Additionally, Lunazul will sponsor one week of Expedition Unknown to bring fans limited commercial interruption. The video series will be seen on connected TV ads across Discovery+ and Discovery GO, and on the Discovery Channel website here. Throughout the series, Lunazul is expected to garner 27 million impressions from January through April 2022.

“Lunazul Tequila has a rich history of cultivating a family legacy built on quality and craftsmanship,” said MaryCrae Brotzge, Senior Brand Manager, Heaven Hill Brands. “We are excited for fans to see Josh Gates uncover the stories and traditions behind Lunazul and discover the authentic culture and passion that bring this brand to life.”

Lunazul will support the Discovery series at retail with point-of-sale displays featuring a QR code directing to the Discovery microsite. Fans can follow Lunazul on Facebook and Instagram, as well as

For eight generations the Beckmann family has carried on the desire to create the highest-quality Tequila from using only the best ingredients and classic techniques. Born between the foothills of the Tequila Volcano and the deep valley of the Rio Grande River in Jalisco, Mexico, the Tierra de Agaves estate, where Lunazul is crafted, is home to the oldest dynasty of tequila producers. Since announcing the joint venture between Heaven Hill and Tierra de Agaves, Lunazul Tequila has enjoyed tremendous growth and notoriety. Across the portfolio, Lunazul has received a Chairman’s Trophy at the Ultimate Spirits Challenge; Best in Class, Platinum and Consumers’ Choice at the SIP Awards, Double Platinum and Best Blanco Tequila at the ASCOT Awards, and Best Blanco from the World Tequila Awards.

Lunazul Tequilas (SRP $19.99-29.99) are available in five varieties, Blanco, Reposado, Añejo, Primero and El Humoso.  Blanco and Reposado are available in 1.75 liter, 1.0 liter, 1.0 bar liter, 750 ml, 375ml and 50 ml sizes, while the Añejo, Primero, and El Humoso are available in the 750ml size only.  All are bottled at 40% alcohol by volume.

Founded in 1935, Bardstown, KY -based Heaven Hill Brands ( is the nation’s largest independent, family-owned and operated spirits producer and marketer and the world’s second-largest holder of Kentucky Bourbon. Heaven Hill’s diversified portfolio of brands includes Evan Williams, Elijah Craig, Larceny, and Henry McKenna Bourbons; Rittenhouse Rye Whisky; Deep Eddy and Burnett’s Vodkas; Admiral Nelson’s and Blackheart Rums; Black Velvet Canadian Whisky; Lunazul Tequila; The Christian Brothers Brandies; HPNOTIQ Liqueur; Carolans Irish Cream Liqueur; PAMA Pomegranate Liqueur; Domaine de Canton Ginger Liqueur.

< back to press releases