Pernod Ricard joins Casa Lumbre and renowned partner to bring Sotol spirits category to the world

Press Release 12/10/2022

Pernod Ricard announces today that it is joining forces with Casa Lumbre, the founders behind Ojo de Tigre Mezcal and Abasolo Ancestral Corn Whisky, and renowned musician, actor, and designer Lenny Kravitz, to develop Nocheluna Sotol, an exciting offer in the newly emerging and highly promising Sotol spirits category.

Bouteille sotol

Distinct from tequila and mezcal, this spirit from Chihuahuan Desert in Mexico has a pronounced yet uniquely versatile flavor profile. This one-of-the-kind liquid, born from the wild Sotol or Dasylirion plant, is harvested, cooked and fermented many years after being planted. The result is a smooth and sophisticated balance of wild herbs, dried stone fruit, caramel, honey, deep minerality and oak firewood – a blend made possible by the distinctive desert soil, and the craftmanship of an expert team.

Nocheluna aims to become the ultra-premium reference of the category. It will be launched globally over the coming months, starting with the US market.

Alexandre Ricard, Chairman and CEO of Pernod Ricard: “Nocheluna brings with it new opportunities for innovation, creativity and exploration. Our Group has a strong history of partnerships with dynamic entrepreneurs who break convention and share our passion for craft and high-quality brands. We are extremely excited to introduce Sotol to new consumers who are looking for an authentic and deeply rooted spirit with a distinctive flavor profile.”

Lenny Kravitz: “As an artist, I respect the journey and am inspired by every intricate step of how this team crafts Nocheluna Sotol. I value how this spirit stays true to the traditional ways of making sotol, exemplifying a true understanding of this craft,” says Kravitz. “I am honored to bring further awareness to this incredible spirit and region.”

Moises Guindi, Co-founder of Casa Lumbre: “I am excited to partner again with Pernod Ricard, who shares with us the same vision and passion for craft premium spirits. Pernod Ricard’s vast experience and nurturing approach, will undoubtedly raise Nocheluna’s profile within the Sotol category and super to ultra-premium traditional Mexican spirits.”

Nocheluna is the third collaboration between Pernod Ricard and Casa Lumbre after successful partnerships around Mexican spirits Abasolo Ancestral Corn Whisky and Ojo De Tigre mezcal.

About Casa Lumbre :

Born and based in Mexico, Casa Lumbre is a global spirits company that develops, produces, and incubates premium, award-winning spirits. Originally known for Mezcals, Liqueurs and Tequilas, Casa Lumbre continues to tap into its global values and perspective to expand beyond Mexican distillates.


On the same topic

  • Pernod Ricard to acquire a majority stake in Código 1530 Ultra Premium and Prestige tequila, strengthening its agave portfolio

    Pernod Ricard announces today the signing of an agreement for the acquisition of a majority shareholding of Código 1530 Tequila, a range of Ultra-Premium and Prestige tequila. This new investment into the fast-growing agave category, mainly driven by the US market, complements the Group’s very comprehensive portfolio across price points and occasions. 

    Read more
  • Pernod Ricard creates a new business unit to lead the Direct-to-Consumer distribution of super premium products and experiences

    As part of its Transform & Accelerate strategy powered by the ‘Conviviality Platform’, Pernod Ricard announces today the creation of a new business unit. Its objective is to scale-up and expand geographically its existing direct-to-consumer and niche B2B businesses as they approach a mature stage of development, and to pioneer new innovative services and products to meet and anticipate consumer demand for exceptional experiences.

    Read more
  • Pernod Ricard to sell Tormore Scotch Whisky brand and distillery to Elixir Distillers
    Read more

About pernod ricard

Pernod Ricard is the No.2 worldwide producer of wines and spirits with consolidated sales amounting to €10,701 million in fiscal year FY22. The Group, which owns 17 of the Top 100 Spirits Brands, holds one of the most prestigious and comprehensive portfolios in the industry with over 240 premium brands distributed across more than 160 markets. Pernod Ricard’s portfolio includes Absolut Vodka, Ricard pastis, Ballantine’s, Chivas Regal, Royal Salute, and The Glenlivet Scotch whiskies, Jameson Irish whiskey, Martell cognac, Havana Club rum, Beefeater gin, Malibu liqueur or Mumm and Perrier-Jouët champagnes. The Group’s mission is to unlock the magic of human connections by bringing “Good Times from a Good Place”, in line with its Sustainability and Responsibility roadmap. Pernod Ricard’s decentralised organisation empowers its 19,480 employees to be on-the-ground ambassadors of its purposeful and inclusive culture of conviviality, bringing people together in meaningful, sustainable and responsible ways to create value over the long term. Executing its strategic plan, Transform & Accelerate, Pernod Ricard now relies on its “Conviviality Platform”, a new growth model based on data and artificial intelligence to meet the ever-changing demand of consumers. Pernod Ricard is listed on Euronext (Ticker: RI; ISIN Code:FR0000120693) and is part of the CAC 40 and Eurostoxx 50 indices.