AWILD SPIRIT forWILD SPIRITS

By Joseph Luparello | Photos by Mark Seliger

Parallel to the lifestyle of Grammy Award winner Lenny Kravitz, Nocheluna Sotol centers around the idea of “a wild spirit for wild spirits.” The one-of-a-kind spirit was born from the Chihuahuan desert, created for drink enthusiasts who find the most value in exploring places off the beaten path. It caters to those who constantly seek out new tastes from less traveled regions, allowing them to share their precious discoveries with others.

“I’ve learned that people, including myself, are always interested in finding something new with a unique story to tell. People are also looking for an experience associated with a feeling. I found that Nocheluna Sotol is just that, with an even deeper story to share. I knew this project was something I needed to be a part of to further educate the world on this hidden gem of a spirit,” shares Kravitz.

The musical sensation is no stranger to the spirits industry, as he has already made his mark within it through Dom Perignon. His inspiration to continue shaking up the category stemmed from the natural connection and common ground he shared with the Casa Lumbre team, makers of Nocheluna Sotol. From the start of their partnership, their team had a crystal clear understanding of Lenny’s vision. They valued the fact that he wanted to do something fresh and exciting yet challenging at the same time.

“Casa Lumbre has always approached innovation in a thoughtful, refined, authentic, and purposeful manner. So it was reassuring to see we shared these qualities when it came to strategizing on how we were going to launch Nocheluna Sotol. After a meeting in the Bahamas with the brand, I knew instantly that these were people I liked, respected, and could work with. I am honored to have the opportunity to bring sotol to a wider audience while paying homage to its Mexican roots,” adds Kravitz.

A joint effort carried out by Chihuahuan-born experts resulted in Nocheluna Sotol, a spirit that honors tradition. Putting their scientific expertise to good use, Maestro Vinatero Don Lalo Arrieta, renowned Sotol expert Ricardo Pico, and Mexico native Master Distiller Iván Saldaña brought to life a spectacular liquid.

From the creators of this sotol to its messengers, each partner represents Nocheluna in all they do, and everywhere they go. Referred to as “The Guardians of The Desert,” they are bold and authentic, strong yet caring. Their complexity rivals that of the Sotol plant, sharp to the point but soft at heart.

“The Sotol or Dasylirion plant is from the Asparagaceae (Asparagus) family and is related to agave, though they are not the same thing,” explains Saldaña. “This plant can grow and thrive in the desert withstanding incredibly extreme conditions. Sotol is created using artisanal methods. It is roasted underground, like agave, to extract, ferment and then distill the sugars. It’s a traditional product that has maintained a spot within culture and all traditions for centuries throughout Mexico. The liquid profile and depth of sotol are also unique. It is smokey with an intense herbal and floral dimension. This comes to life through the unique botanicals and elements trapped during sotol production. These herbal and floral elements are much more intensely present in Nocheluna Sotol than in any other spirit.”

To fully comprehend the magic of the Dasylirion plant, Kravitz traveled to its home, Chihuahua. The stunning and resilient terrain of the desert immediately moved him. “After seeing the fields firsthand, I was immersed in the process and culture, including tasting the liquid and meeting the team who were harvesting the sotol plants. Because of my experience in the Chihuahuan desert, I felt a personal connection to the region and developed an instant love for the sotol spirit. It is an experience I cherish and will remember for the rest of my life.”