Nocheluna Sotol enters Europe

Pernod Ricard-backed Nocheluna Sotol, co-founded by musician Lenny Kravitz, has launched in four European markets.

In October last year, Kravitz partnered with Mexican spirits group Casa Lumbre to launch Nocheluna Sotol. Paris-headquartered Pernod Ricard owns a minority stake in the brand.

After ‘successful’ launches in Mexico City and New York, the brand made its European debut in the French capital on 24 May.

The launch was marked with an event featuring Kravitz, Casa Lumbre founder and CEO Moises Guindi, and Pernod Ricard CEO and chairman Alexandre Ricard.

“Sotol is a genuine, authentic product coming from a marvellous terroir,” Ricard said. “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.”

The spirit is harvested from the local sotol (dasylirion) plant native to the Chihuahuan Desert in Mexico. The sotol plant is said to thrive in desert conditions, including hot, dry days and cool nights.

The heads of the plant, called cabezas, are cooked for 72-96 hours, followed by a week-long fermentation process in open air wooden vats. The liquid is then distilled in copper stills.

Kravitz added: “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.”

The Mexican brand is now available to buy in France, the UK, Spain and Italy for RRP €74.90 (US$80).

Last year, SB spoke to Kravitz to find out what attracted him to the project, and his ambitions for the brand.