the luneta perspective:
Luneta presents a unique perspective on craft, tradition and culture in the form of agave spirits. Our expressions are made with a variety of wild and semi-cultivated agaves, in various states by different mezcaleros (master mezcal distillers), each with distinct elaboration techniques yielding individual flavor profiles. Luneta invites you on a liquid journey through Mexico. Expand your perception.
The world is developing at an accelerated pace. Automated supply chains and streamlined production make it possible to produce more faster. With technological advancements and industrialization, places and products start becoming homogenized.
Luneta believes that quality, not quantity, is what's worth striving for. We value individuality, the beauty of imperfection that comes with hand made creations and the people that bring unique perspectives to the world.
craftsmanship & tradition:
We make sure to visit and build personal relationships with all mezcaleros we purchase from. The mezcaleros we work with have a history of at least three generations crafting mezcal in their family. They utilize stills with a capacity of 250 liter or less and no two batches are ever the same.
bottles & packaging:
Our appreciation for craft, quality and individuality carry's into our packaging as well. We source handblown recycled glass for our 375 ml bottles from one of Mexico City's last independently owned handmade glass makers. Just like each batch of mezcal, no two bottles are alike.
We also minimize the use of plastic whenever possible. Our labels are made by hand in Oaxaca from agave paper. Tops are secured with natural wood corks and sealed with biodegradable wax. Our boxes are derived from recycled materials. We also use recycled corrugated cardboard, instead of bubble wrap, to secure our bottles for shipping.
To preserve the generations of craft and quality for centuries to come, we must conserve the plants that make Luneta's elixirs possible. The wild and semi-cultivated agaves that go into our 100% agave spirits take between 8 and 16 years before they reach maturity. With increased demand across the industry, it's essential to actively plant agave, especially wild varieties.
We invite you to join us in agave conservation. For each bottle purchased, we will contribute $I to our agave conservation fund. This will supply families with the resources necessary to set up and run agave nurseries. Each year we will collaborate with all families to support a network of agave reforestation in the communities where Luneta is made.
agave spirits vs mezcal:
Mezcal, just like Champagne, has a Denomination of Origin. There are 9 states in Mexico that hold this denomination. In addition to the regional requirements of Denomination of Origin, "mezcal" must be certified by the Consejo Regulador del Mezcal (CRM). The CRM mandates licensing requirements and fees for both producers, brands and wholesalers. Agave spirits can be made with the same materials, elaboration techniques and yield the exact same distillate as mezcal; however, they are not registered with the CRM. While our agave spirits are made in states that hold denomination of origin, we consciously choose to offer agave spirits. This eliminates prohibitively expensive fees for the family owned distilleries we work with and reduces the red tape and paperwork on our end.
Luneta was founded by Jed Wolf (Lobito) after he decided he needed a new perspective on life. Jed got laid off from his job as a game designer in Burbank, CA but continued working remotely as as business writer and media consultant. He took a trip to Mexico and was marveled by the diversity in flavor profiles of the wild agave spirits he was discovering. He just wasn't getting the quality or variety in the U.S. that he was tapping into in Mexico. Jed began visiting distilleries to explore more about this unique nectar known as mezcal. The people and traditions behind this ancestral spirits pulled at Jed's heart strings. He wanted to dive deeper. To feed his love for storytelling and agave spirits, Jed called upon film maker, Perla to create a mini-docuseries called Kiss of Mezcal. When he returned to Los Angeles and shared the videos with his community, he also brought back a few bottles. People enjoyed the shorts but loved the juice. Luneta is the next step on the journey to continue sharing the unique perspective that comes from the cultural history and spirits.