Lunazul Tequila Launches “Feed the Wolf” Campaign

— February 12, 2019
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BARDSTOWN, Ky. – Lunazul Tequila today launched a new marketing campaign titled “Feed the Wolf.” The fastest-growing 100% agave Tequila will utilize the new positioning to showcase raw, authentic experiences and the independent spirit that embodies the Mexican Wolf.

The new campaign conveys the desire for passion and quality that consumers have come to seek from Lunazul. Campaign materials showcase people with a hunger for life, celebrating their aspirations and feeding off the energy of their own pack. Drawing from the spirit of the wolf, the campaign encourages Lunazul consumers to explore the best of what life has to offer and ignite that drive within others. The Feed the Wolf campaign is brought to life across all programming platforms including an updated website at, social media on Facebook, Instagram and Twitter, digital videos, and point of sale materials. The new Lunazul digital videos will run across social media and can also be viewed here.

“Lunazul has ignited the Tequila category since it launched in 2008 and we are excited to see that energy continue to build as consumers ‘Feed the Wolf,’” said Lunazul Brand Manager MaryCrae Guild. “Backed by the unique heritage, production process and commitment to quality, Lunazul is a standout among the category. We are going back to the roots of where Lunazul started as an homage to the land, distiller and passion that brought this brand to life.”

As 8th generation descendants of the Cuervo family, the Beckmann family has a 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. It is on this land that a symbiotic relationship between the Mexican Wolf and Lunazul Tequila became important. As protectors of the ecosystem in which the blue weber agave is grown, the wolf packs secure the future of the rich soil.

Since announcing the joint venture between Heaven Hill and Tierra de Agaves, Lunazul Tequila has enjoyed tremendous growth and notoriety. In 2018, Lunazul Blanco was awarded the Chairman’s Trophy in the Blanco category of the Ultimate Spirits Challenge, scoring 96 points, the highest score of all category entrants and was also designated as an “Extraordinary, Ultimate Recommendation” and “Great Value.” Crafted using 100% agave and bottled at 40 percent alcohol by volume, Lunazul Blanco was noted as a “benchmark example of what tequila can and should accomplish” according to the Ultimate Spirits Challenge blog.  Lunazul Reposado received “Best of Show” and a Double Gold medal from the 2018 WSWA Tasting Competition and a Gold medal from the 2018 San Francisco Spirits Competition. Lunazul 100% Agave Tequila has been one of the leading new Tequila brands in the 100% Agave sub-category, as both a Beverage Information Group “Rising Star” and Impact “Hot Brand” for volume growth since 2013.

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 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.

About Heaven Hill Brands: 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 Bourbon; Larceny, Elijah Craig and Henry McKenna Bourbons; Rittenhouse Rye Whisky; Burnett’s Vodkas and Gin; Admiral Nelson’s and Blackheart Rums; HPNOTIQ Liqueur; The Christian Brothers Brandies; PAMA Pomegranate Liqueur; Domaine de Canton Ginger Liqueur; Lunazul Tequila and Carolan’s Irish Cream Liqueur.


Lauren Cherry
Heaven Hill Brands
(502) 413-0217

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