Lunar

What Lunar does

Lunar is a Brooklyn-based craft hard seltzer company, privately held under Lunar Brands Inc., that produces alcoholic seltzers flavored with real Asian fruit juices — yuzu from Japan, lychee from Thailand, Korean plum, and Taiwanese passion fruit — alongside a Heritage Line of limited edition chef collaborations. Its underlying production approach uses a premium sugar-brew fermentation base that is filtered multiple times and combined with real fruit juice and gentle carbonation, yielding a 4.7% ABV (4.4-4.8% for limited editions) 12oz can with only 4-5 ingredients per SKU and no artificial sweeteners. The company was founded by Sean Ro and Kevin (exact founding year reported as 2019 in firmographic data and 2020 in company history), and operates with a headcount of 1-10 employees from Brooklyn, NY.

Lunar makes money through direct-to-consumer sales on its Shopify storefront at approximately $50 per 16-pack (or $37.79 for the limited edition Makrut Lime 12-pack) with $9.99 flat-rate ground shipping and adult signature verification, plus wholesale distribution through premium national grocers and online platforms. Retail distribution spans Whole Foods, Trader Joe's, Target, Total Wine, H Mart, GoPuff, FreshDirect, and Curiada, with geographic concentration in CA, NY, and MA markets. The company has raised approximately $266,185 in disclosed funding as of March 2023 and remains founder-controlled with no disclosed institutional investors. Marketing is brand-storytelling-led via Instagram, a 'Nightcap' editorial blog, and earned press coverage in Fortune, Vinepair, Brewbound, and NASDAQ, supplemented by collaborations with Asian-American restaurants (Bonnie's, Jeju Noodle Bar, Win Son, 886, Di An Di) and corporate gifting programs for Employee Resource Groups.

Name

Lunar

Legal name

Lunar Brands Inc.

Website

https://drinklunar.com

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

1–10 employees

Short description

Lunar is a Brooklyn-based craft hard seltzer brand producing Asian-fruit-flavored seltzers (yuzu, lychee, Korean plum, passion fruit) and limited-edition chef collaborations, sold via DTC Shopify storefront and through national retailers like Whole Foods, Target, Trader Joe's, and H Mart.

Ownership category

akta.pro rank

Product category

Craft Hard Seltzer / Ready-to-Drink Alcoholic Beverages

NAICS

Food Manufacturing (311)

SIC

Food And Kindred Products (2000)

akta.pro primary industry

Sake, Soju & Other Asian Alcoholic Beverages Producers & Brands (CRADAIAF)

Keywords

• Craft hard seltzer
• Asian fruit beverages
• Ready-to-drink alcohol
• Premium alcoholic seltzer
• Heritage flavor beverages

Headquarters

HQ city

Brooklyn

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D

Revenue model

1. Direct Product Sales: Hard seltzer sales through e-commerce website and retail partners. Products sold in 12-pack and 16-pack formats with per-unit pricing.

Pricing tiers

Go-to-market motion3 records

Distribution channels8 records

Marketing channels4 records

Core offering

Lunar manufactures and sells craft hard seltzers brewed with a multi-filtered sugar base and flavored with real Asian fruit juices (yuzu from Japan, lychee from Thailand, Korean plum, Taiwanese passion fruit). The company offers four core 16-pack SKUs at 4.7% ABV alongside a rotating Heritage Line of limited-edition restaurant collaborations, sold direct-to-consumer online and through national retailers and delivery platforms.

Product overview

Lunar is a Brooklyn-born hard seltzer company that produces craft hard seltzers featuring real Asian fruits and authentic heritage flavors. The core product line consists of four flagship hard seltzer flavors (Yuzu, Lychee, Korean Plum, and Passion Fruit), all at 4.7% ABV in 12oz cans with no artificial sweeteners. The company also operates a Heritage Line of limited edition collaborations featuring Asian culinary flavors like Pineapple Cake, Tamarind & Rice Paddy Herb, Mango & Chili Salt, and specialty collaborations with restaurants like Bonnie’s, Jeju Noodle Bar, and Win Son. Products are available direct-to-consumer online and through major retailers including Whole Foods, Target, Gopuff, FreshDirect, Total Wine, and H-Mart. The company ships from CT and NY with $9.99 flat rate ground shipping within the US.

Differentiator

Problem solved

Functional benefit

Brands

• Heritage Line: Limited edition flavor collaborations featuring Asian culinary partners including Night Market Edition and Sunset Edition varieties.

Products and services

• Yuzu Hard Seltzer (16-Pack) Core 16-pack hard seltzer featuring real Japanese yuzu juice from Shimane Prefecture, with floral aromas and tartness inspired by honey citron tea. 12oz cans at 4.7% ABV.
• Lychee Hard Seltzer (16-Pack) Core 16-pack hard seltzer made with premium lychee nectar from Thailand, with sweet aromatic flavor inspired by childhood lychee jelly cups. 12oz cans at 4.7% ABV.
• Korean Plum Hard Seltzer (16-Pack) Core 16-pack hard seltzer featuring real Korean plum syrup fermented into a sweet, woody, fragrant syrup, inspired by maesil-cha. 12oz cans at 4.7% ABV; priced at $50.39.
• Passion Fruit Hard Seltzer (16-Pack) Core 16-pack hard seltzer featuring real Taiwanese passion fruit puree, with tart and juicy tropical flavor. 12oz cans at 4.7% ABV; priced at $50.39.
• Lunar Variety 16-Pack 16-pack variety box containing 4 cans each of Yuzu, Lychee, Korean Plum, and Passion Fruit flavors; all made with real Asian fruits and no artificial sweeteners.
• Makrut Lime Hard Seltzer (12-Pack) Limited edition 12-pack hard seltzer featuring real Makrut Lime extract, offering grassy aromatics with a tart finish. 12oz cans at 4.8% ABV with only 5 ingredients; priced at $37.79.
• Lunar x VN Mango & Chili Salt Hard Seltzer Limited edition hard seltzer collaboration with Vietnamese flavors, made with organic mango puree, Thai chili peppers, and salt. Tributes the classic Vietnamese street vendor snack. 4.4% ABV.
• Lunar x 886 Pineapple Cake Hard Seltzer Limited edition Heritage Line collaboration with Taiwanese brand 886, reinventing the famous Taiwanese pineapple cake pastry using organic pineapple juice, sea salt, and a pinch of MSG. 4.6% ABV.
• Lunar x Di An Di Tamarind & Rice Paddy Herb Hard Seltzer Limited edition Heritage Line collaboration with Vietnamese restaurant Di An Di, combining locally-sourced Vietnamese rice paddy herb and natural tamarind paste from India. Inspired by canh chua. 4.4% ABV.
• Lunar Heritage Line: Night Market Edition Variety Pack Heritage Line variety pack featuring Pineapple Cake (with 886), Tamarind & Rice Paddy Herb (with Di An Di), and Mango & Chili Salt flavors. Real organic fruit juice, gluten-free, vegan, brewed in USA.
• Lunar Heritage Line: Sunset Edition Variety Pack Heritage Line variety pack featuring three limited-edition flavors: Salted Kumquat (with Bonnie's), Mint Omija (with Jeju Noodle Bar), and Teresa Teng (with Win Son). 4.7% ABV.
• Stinky Tofu Hard Seltzer Limited edition hard seltzer featuring bold stinky tofu flavors, part of Lunar's Heritage Line of cultural collaboration SKUs.

Named customers7 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Six partnerships are on record, tiered minor.

• Bonnie'sminorStrategic or Co-development PartnerCollaboration with Brooklyn Cantonese-American restaurant Bonnie's and chef Calvin Eng to create Lunar x Bonnie's Salted Kumquat Hard Seltzer. Inspired by traditional Chinese cold remedy, reinvented preserved kumquat tea into seltzer form using kumquats, salt and a pinch of MSG.
• Jeju Noodle BarminorStrategic or Co-development PartnerMichelin-starred restaurant partnership to create Lunar x Jeju Mint Omija Hard Seltzer. Crafted with cold-brewed omija-cha (schisandra berry punch), a Korean summertime delicacy, topped with mint extract.
• Win SonminorStrategic or Co-development PartnerCollaboration with Win Son to develop Lunar x Teresa Teng Hard Seltzer. Created a mix of cranberry juice, cold-steeped cucumber slices, and clove-forward spice mix as homage to Asia's Queen of Pop.
• 886minorStrategic or Co-development PartnerPartnership with Taiwanese brand 886 to create Lunar x 886 Pineapple Cake Hard Seltzer. Reinvented famous Taiwanese pastry using organic pineapple juice, sea salt and a pinch of MSG.
• Di An DiminorStrategic or Co-development PartnerCollaboration with Vietnamese restaurant Di An Di to create Lunar x Di An Di Tamarind & Rice Paddy Herb Hard Seltzer. Combined locally-sourced Vietnamese rice paddy herb and natural tamarind paste from India, inspired by canh chua.
• CuriadaminorChannel Partner/ Reseller/ DistributorOnline spirits and alcohol e-commerce platform focusing on craft and artisan products from small businesses. Offers Lunar products alongside cocktail recipes and drink recommendations.

Scale indicators2 records

Recent moves6 records

Expansion highlights6 records

Emerging players

• De Soi: Premium non-alcoholic aperitif brand with cultural and lifestyle-driven branding; adjacent because of premium positioning, D2C-plus-retail model, and culturally-led storytelling, though non-alcoholic.

Broad incumbents

• Truly Hard Seltzer: Boston Beer Company's hard seltzer line with national distribution in Whole Foods, Target, and Total Wine; comparable product format and retail footprint, with broader flavor variety but less cultural specificity.
• Topo Chico Hard Seltzer: Coca-Cola-backed hard seltzer leveraging a heritage Mexican mineral water brand; comparable cultural-heritage-inspired positioning and mainstream retail distribution.
• High Noon Sun Sips: E&J Gallo's fast-growing hard seltzer made with real vodka and juice; comparable premium hard seltzer positioning with real-fruit ingredient focus and broad retail distribution.
• White Claw Hard Seltzer: Category-defining hard seltzer brand owned by Mark Anthony Brands; directly comparable product format (hard seltzer) and overlapping retail channels, though Lunar competes via cultural/flavor differentiation rather than volume.

Direct peers

• Vizzy Hard Seltzer: Hard seltzer positioned around antioxidant vitamin C and fruit flavors; comparable flavored hard seltzer product format with mainstream retail placement.
• Bon & Viv Spiked Seltzer: Anheuser-Busch's craft-style hard seltzer positioned on premium ingredients and clean taste; comparable positioning on real fruit and minimal ingredients within the hard seltzer category.
• Loverboy Hard Seltzer: Premium celebrity-founded hard seltzer brand positioning on lifestyle and clean ingredients; comparable D2C-plus-retail model and similar scale-stage ambition, though without the Asian flavor specialization.
• Wild Basin Premium Hard Seltzer: Premium craft hard seltzer emphasizing botanical and fruit flavors; comparable premium-ingredient positioning and similar specialty retail distribution strategy.
• PRESS Premium Hard Seltzers: All-natural, low-sugar premium hard seltzer brand focused on clean-label ingredients; directly comparable positioning around real fruit and minimal ingredients, with overlapping specialty retail distribution.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/drinklunar
• Xx.com/drinklunar_
• Facebookfacebook.com/drinklunar
• LinkedInlinkedin.com/company/drinklunar

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds2 records

Investors2 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Lunar