Mexican spirit Nocheluna Sotol has entered the European market and is available in France, the United Kingdom, Spain, and Italy.
To mark the occasion, Lenny Kravitz, Casa Lumbre founder and CEO Moises Guindi, and Pernod Ricard chair and CEO Alexandre Ricard shared the stage to present their partnership and introduce the spirit in more parts of the world.
Alexandre Ricard, chairman and CEO of Pernod Ricard, stated, "Sotol is a genuine, authentic product coming from a marvelous terroir.
"It has existed for more than 800 years but now it's time for Pernod Ricard to introduce it to the world, thanks to our unique route to market and our expertise in amplifying brands."
Harvested from the sotol (Dasylirion) plant, native to Chihuahua in Mexico, Nocheluna Sotol is rooted in North Mexican heritage and the region’s natural elements.
The spirit has been cultivated for generations but has been relatively unknown.
Ivan Saldaña, chief innovation officer and partner at Casa Lumbre said, "We are excited to expand the reach of this category globally in a way that showcases sustainable best practices while also incorporating the traditional craft that our partner Don Lalo inherited over generations.
"We are conscious that Nocheluna can make a positive difference to bring recognition and excitement to this undiscovered but important region of Mexico."
Layered Taste Profile
The sotol (Dasylirion) plant thrives in the Chihuahuan desert, which is characterised by hot and dry days and cool nights.
These environmental factors allow the plant to yield a liquid with a layered taste profile.
The spirit balances various flavours including wild herbs, dried stone fruit, caramel and honey, among others.
Lenny Kravitz said, "Nocheluna is sophisticated, smooth and balanced but also wild, with an elegant smoke, which I love. It is a very organic experience. Everything I do is about creativity first, that’s how I work with my music and my art.
"I value how this spirit stays true to the traditional ways of making sotol, exemplifying a deep understanding of this craft. I’m honoured to be here as an ambassador for this fantastic region and the great people who have been doing this for hundreds of years."