Lunazul Tequila

What Lunazul Tequila does

Lunazul Tequila is a premium tequila brand marketed around a claimed 250-year, seven-generation Master Tequilero heritage. The brand's five 100% Blue Weber agave expressions are produced at the Beckmann family's Tierra de Agaves distillery in Tequila, Jalisco, Mexico, where more than four million estate-grown agave plants are overseen by Master Agave Grower Jose Fernandez. Corporate, marketing, and US distribution are managed out of Bardstown, Kentucky under Heaven Hill Brands, which is both the US distributor and the brand's parent entity. Marketing is concentrated on organic social (Instagram, Facebook), recipe content, and sustainability storytelling rather than paid acquisition.

The product line comprises Blanco (unaged), Reposado (six months in Kentucky Bourbon barrels), Añejo (12-18 months aged), Primero-Cristalino (Añejo reverse-filtered eight times for a crystal-clear finish), and Primero-Humoso (mesquite wood smoked agave). Production follows an 8-step process — Grow, Harvest, Roast, Mill, Ferment, Distill, Age, Label — using proprietary estate yeast strains, custom cognac stills for double distillation, and Kentucky Bourbon barrels. Sustainability infrastructure is heavily emphasized: over 1,500 solar panels power approximately 90% of operations and a biodigester purifies up to 92% of vinasses into reusable irrigation water.

Revenue is generated through product sales across retail, restaurant, bar, and on-demand delivery channels. The brand does not operate an owned e-commerce storefront; instead it provides a ZIP-code-based store locator and links to delivery services (Uber Eats, DoorDash, Instacart, Minibar Delivery) and online alcohol retailers (ReserveBar, Total Wine). Distribution extends to 17+ countries spanning North America, South America, Europe, Asia Pacific, and the Middle East, with on-premise restaurant and bar presence across the United States. The company's headcount of 1-10 reflects the lean brand/marketing entity; production labor is housed at the family distillery and US sales execution at Heaven Hill Brands.

Name

Lunazul Tequila

Legal name

Lunazul Tequila

Website

https://lunazultequila.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

1–10 employees

Short description

Lunazul Tequila is a family-owned premium tequila brand producing five 100% Blue Weber agave expressions at the Beckmann family's Tierra de Agaves distillery in Jalisco, Mexico. US distribution is handled by Heaven Hill Brands across retail, restaurant, and bar channels in 17+ countries.

Ownership category

akta.pro rank

Product category

Premium Tequila

NAICS

Distilleries (312140)

SIC

Beverages (2080)

akta.pro primary industry

Spirits Distilling & Brands (CRADAIAC)

Keywords

• Premium tequila
• Agave spirits
• 100 percent agave tequila
• Aged tequila
• Mexican tequila

Headquarters

HQ city

Bardstown

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. Tequila Product Sales: Lunazul generates revenue through the sale of five tequila expressions: Blanco, Reposado, Añejo, Primero-Cristalino, and Primero-Humoso. Products are sold through retail stores, restaurants, bars, and direct delivery services. The company is owned by Heaven Hill Brands.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels4 records

Core offering

Lunazul produces and sells five premium 100% Blue Weber Agave tequila expressions (Blanco, Reposado, Añejo, Primero-Cristalino, and Primero-Humoso) at its family-run Tierra de Agaves estate distillery in Tequila, Jalisco, Mexico. Products are hand-harvested, handcrafted, and estate-bottled, then distributed in the United States by Heaven Hill Brands through retail, restaurant, bar, e-commerce, and third-party delivery channels.

Product overview

Lunazul Tequila is a family-run tequila brand offering a portfolio of five premium, 100% Blue Weber Agave tequila expressions. The product line includes Blanco (unaged), Reposado (aged 6 months in Kentucky Bourbon barrels), Añejo (aged 12-18 months), Primero-Cristalino (reverse filtered Añejo), and Primero-Humoso (mesquite wood smoked agave). All tequilas are hand-harvested, handcrafted, and estate-bottled in the heart of Tequila, Jalisco, backed by 250 years of family tradition.

Differentiator

Problem solved

Functional benefit

Brands

• Primero-Cristalino: Añejo Tequila, reverse filtered 8 times for a smoother sipping experience with a crystal clear finish.
• Primero-Humoso

Products and services

• Lunazul Blanco Purely unaged, 100% Blue Weber Agave tequila with crystal-clear color, fresh cooked agave with hints of mint eucalyptus and ripe fruit sweetness, and a balanced citrus-crisp finish. Positioned for sipping neat or mixing in cocktails.
• Lunazul Reposado Tequila aged 6 months in Kentucky Bourbon barrels with pale amber color, subtle oak and vanilla notes, tropical fruit and cooked agave character, and an earthy agave finish with a hint of smoke and black pepper.
• Lunazul Añejo Tequila expertly aged 12 to 18 months in charred white oak Bourbon barrels, with medium amber color, vanilla and warm spice flavors, dark fruit and baking spice notes, and a long warm finish with hints of tobacco.
• Lunazul Primero-Cristalino Añejo tequila reverse filtered 8 times to achieve a crystal clear color and smoother sipping experience, with strong vanilla and tropical fruit nose, full body with caramel, oak, citrus, baking spice, and eucalyptus notes, and a long-lasting warm finish.
• Lunazul Primero-Humoso Tequila delivering spice notes and richness from mesquite wood smoked agave, with rich minerality, herbal and citrus notes, cooked agave sweetness balanced with earthy firewood, and a dry finish with citrus and long mineral character.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Feature3 records

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Casamigos Tequila: Premium 100% agave tequila co-founded by George Clooney, now owned by Diageo. Directly comparable to Lunazul as a premium, celebrity/heritage-anchored tequila brand distributed through major US chains and on-premise accounts.
• Clase Azul: Ultra-premium handcrafted tequila known for distinctive decanters and Mexican heritage storytelling. Directly comparable to Lunazul's Primero line on premium sipping positioning and craft narrative.
• Codigo 1530: Premium tequila brand with estate production in Jalisco and a focus on additive-free, heritage-driven production. Closely comparable to Lunazul on craft positioning, age-statement SKUs, and celebrity-athlete distribution ties.
• Milagro Tequila: Premium 100% agave tequila with both single-estate and core expressions distributed through major US retailers. Comparable SKU architecture and price tier to Lunazul.
• DeLeón Tequila: Ultra-premium additive-free tequila positioned for sipping and high-end on-premise placements. Comparable to Lunazul's premium expressions on trade-up positioning and lifestyle-led marketing.

Broad incumbents

• Patrón Tequila: One of the largest premium tequila brands globally, owned by Bacardi. Comparable as a premium 100% agave tequila with broad SKU coverage (Blanco, Reposado, Añejo) and global distribution.
• Don Julio: Premium and super-premium tequila portfolio owned by Diageo. Comparable to Lunazul as a 100% agave, estate-grown brand with a strong sipping proposition and global on-premise presence.
• Jose Cuervo: World's largest tequila producer with a portfolio spanning value to premium (including Reserva de la Familia). Comparable to Lunazul as a Jalisco-based producer competing across the same on-premise and retail channels.
• 1800 Tequila: Mass-premium 100% agave tequila owned by Proximo Spirits. Comparable to Lunazul on retail distribution depth and Blanco/Reposado/Añejo SKU structure, though positioned at a slightly lower price tier.

Emerging players

• Fortaleza Tequila: Traditional, additive-free tequila producer using tahona crushing and family-owned distillery methods. Comparable to Lunazul on estate production, traditional methods, and authenticity-led premium positioning, though with a smaller commercial footprint.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/TequilaLunazulOficial
• Instagraminstagram.com/lunazultequila
• Xx.com/LunazulTequila
• LinkedInlinkedin.com/company/lunazul-tequila

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

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 Lunazul Tequila