Lunazul 100% Agave Tequila Launches National Consumer Advertising Campaign

April 4, 2011

“Sacrifice Nothing” Tag Line Underscores Quality and Value of Rapidly Growing Tequila Brand

BARDSTOWN, KY — Heaven Hill Distilleries, Inc., the nation’s largest independent family-owned and operated spirits producer and marketer, along with joint venture partner Tierra de Agaves, are launching a new marketing and print advertising campaign in top consumer magazines for Lunazul 100% Agave Tequila. Utilizing a message of “Totally Agave…Totally Smooth. Sacrifice Nothing.”, the advertising and point of sale underscores the fact that enjoying the quality of Lunazul involves no compromise.

While its pedigree and taste profile are top-tier, Lunazul revolutionized the Tequila category upon its launch in 2008 by offering high quality 100% agave Blanco and Reposado Tequila at a price point just above the mixto category leader. Today, Lunazul has created a new sub-segment of high quality/high value 100% agave Tequilas. Since its release, Lunazul has garnered 3 consecutive “Rising Star” Growth Brand Awards from the Beverage Information Group. Lunazul Tequilas have also received broad critical acclaim and top awards at the San Francisco World Spirits Competition and the New York Spirits Awards.

After 2+ years of record-setting sales growth through trade education and distribution efforts, the new “Sacrifice Nothing” campaign represents the first major consumer advertising effort for Lunazul, and will deliver the desired Tequila demographic through placements in top men’s publications such as Maxim, Rolling Stone, Sports Illustrated and Playboy. The campaign will run from April through September, generating over 330,000,000 gross impressions, and will also be supported by an array of attention-getting retail and on-premise point of sale that all reflect the new campaign theme and graphics.

Lunazul is estate-grown, small-batch Tequila distilled and bottled at Tierra de Agaves’ state-of-the-art facilities in Jalisco, Mexico. The vertical integration of source materials, distillation and bottling ensures consistence of taste and quality, backed by the legacy of eight generations of the Beckmann family, former co-owners of Cuervo Tequila. Tierra de Agaves is one of the few Tequila distilleries that actually own the land on which the agave is grown and harvested, carefully selected from the 4,000 acres of Weber Blue Agave plants that the Beckmann family and their past generations have controlled since 1758.

The new marketing and print advertising campaign comes on the heels of the release of Lunazul Añejo, launching at retail in April. The Añejo is aged for 18 months in charred white oak barrels and will sell for an average retail price of $21.99, just two dollars above the price of the Blanco and Reposado varieties. The Tequila category continues to grow and by adding Añejo to the existing Blanco and Reposado varieties, the truly full line allows Lunazul to play in the most connoisseur-driven segment of the 100% agave Tequila market.

“The new consumer campaign, we believe, speaks in a relevant and believable way to our core target audience of discerning yet practical Tequila consumers,” contends Heaven Hill senior brand manager Reid Hafer. “The message of 100% Agave and smooth taste, combined with the remarkable price point, truly means the Lunazul buyer will sacrifice nothing for the best. Lunazul has succeeded so quickly and so notably without a strong direct-to-consumer voice, so we feel consistent and impactful advertising in the top men’s publications should really have an exponential effect on sales. And with the Añejo just launching, it promises to be a great spring and summer for Lunazul.”

Founded in 1934, Bardstown, KY-based Heaven Hill Distilleries, Inc. ( 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 The Christian Brothers Brandies; Evan Williams and Elijah Craig Kentucky Straight Bourbon Whiskeys; Burnett’s Vodkas and Gin; Hpnotiq Liqueur; PAMA Pomegranate Liqueur; Lunazul and Two Fingers Tequilas, and Dubonnet Aperitif.


Larry Kass
Director of Corporate Communications
Heaven Hill Distilleries, Inc.
[email protected]

Enjoy Like a True Kentuckian: Responsibly