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Heaven Hill Backs Rising Lunazul Tequila With Brand Revamp

June 26, 2015

Tequila’s high end has been fueling much of the category’s growth in recent years, but some accessibly-priced 100%-agave brands are also achieving impressive gains. Among them, Heaven Hill Brands’ Lunazul Tequila ($20-$25 a 750-ml.) grew to 94,000 nine-liter cases in the U.S. on a 10.6% increase last year, according to Impact Databank. Now, Heaven Hill is seeking to capitalize on that momentum with new “premium” packaging and a fresh marketing campaign behind Lunazul.

Lunazul’s makeover includes “a cleaner look, cork closure and blown-in elements,” according to Heaven Hill. The refreshed brand is rolling out backed by a campaign—running across digital, social and trade media—intended to position Lunazul as a straightforward, no-nonsense premium option with the tagline “Let’s not complicate things.”

Lunazul’s range includes Blanco, Reposado and Añejo Tequilas, as well as Primero ($24.99 a 750-ml.), a 100%-agave Añejo aged for 18 months then filtered eight times, which has recently been released into wider distribution.

Known as a strong off-premise brand, Lunazul has shifted in the past two years into more on-premise accounts, with the latter now accounting for around 45% of its business. Senior brand manager Reid Hafer tells SND that the Tequila’s consumer base is evenly divided between men and women between the ages of 25-35 years.

“Tequila category growth is coming from the 100%-agave segment, which is now showcasing offerings at various price points with interesting finishes and innovations,” Hafer adds.

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