Pernod Partners With Casa Lumbre, Lenny Kravitz On New Sotol Brand
Pernod Ricard has actually partnered with Casa Lumbre and artist Lenny Kravitz on a brand-new Mexican spirits brand name, Nocheluna. Nocheluna sotol is presenting now in choose markets in the U.S. as part of a larger worldwide launch. The brand name is at first presenting in Texas, California, New York, Florida, Arizona, Colorado, Illinois, and New Mexico for a recommended cost of $80. Casa Lumbre is the maker of mezcals Ojo de Tigre and Montelobos, along with liqueurAncho Reyes With Tequila rising in the U.S. and mezcal continuing to make inroads, online marketers are considering more of Mexico’s conventional spirits as development chances, with sotol being an essential prospect.
“Here’s something that’s brand-new that fits within that world that you may understand from Tequila and mezcal. But it is entirely distinct and it’s advanced,” Kravitz stated in an interview with SND. “The spirit promotes itself. And I believe that individuals are constantly searching for something that is brand-new.” The 43% abv spirit is distilled from the Dasylirion plant (aka the sotol plant) grown in Mexico’s Chihuahua area. The plants are prepared for 3 to 4 days prior to a weeklong al fresco fermentation ahead of distillation.
The brand name was born after Kravitz attempted the spirit and discovered more about sotol, ultimately travelling to Chihuahua to consult with the Casa Lumbre group. The name– a mix of the Spanish words for night and moon– came throughout a later conference in between the group in theBahamas It is available in a green-tinted clear bottle with the branding revealed on a black and white label, along with embossed on the bottle. “It looks fresh and tidy, however it looks vintage,” statedKravitz “I took it around to many bars. I put it up there beside the very best developed bottles and it stood there and commanded attention.”
Kravitz stated his function as a partner in the brand name is to utilize his platform to assist bring customers into sotol and the Nocheluna brand name. He highlighted Casa Lumbre’s focus on sustainability and the group they have actually put together as crucial reasons they were an enticing partner for the spirits endeavor.
This is not Pernod Ricard’s very first collaboration with Casa Lumbre, having actually formerly taken an interest in Ojo de Tigre, along with Mexican corn whiskyAbasolo “Nocheluna brings with it brand-new chances for development, imagination and expedition,” stated Alexandre Ricard, chairman and CEO, in a declaration today. “We are exceptionally thrilled to present sotol to brand-new customers who are searching for a genuine and deeply rooted spirit with an unique taste profile.”
Subscribe to Shanken News Daily’s Email Newsletter, delivered to your inbox each morning.
