Lunazul - Family Legacy - Leap Group Network

Lunazul Tequila

For more than 250 years, eight generations of the Beckmann family have been making exceptional tequila: growing the same botanical species of agave in the same region, then processing and distilling it pretty much the way they did in the 1700s.

So, of course the family wanted to be involved in how their uncompromised, estate-distilled tequila would be marketed and advertised to the world.

The Results

Million

Impressions of Integrated Social Content

0 %

Brand Awareness Increase

0 x

Increase

Consideration Increase Across Meta’s Channels

The Partnership.

Lunazul had a bottle. Leap Group gave them a brand. We started from the bottom, now we are here. This is filler copy to show how much space we need to fill.

Brand Documentary

Brand Essence Videos

Starting with a solid foundation.

At Leap, our relationship with the Beckmann family (through the Heaven Hill brand) was strong from the beginning: our team made multiple trips across the border to Jalisco, Mexico so we could truly understand the legacy and purity of craftsmanship behind this remarkable spirit. Through those first trips to the Beckmann Estate, we produced a stunning micro-documentary that brought the rich history of the Lunazul brand to life in an authentic and engaging way.

Incorporating family feedback in an authentic way.

While we were there, our team also took the time to really get to know the family better, to understand what the brand meant to them, what they felt it stood for, and how they thought it should be represented in the world. Lunazul didn’t have the budget to be everywhere, but it could make a true impact by being strategic and unscripted, appealing specifically to those who were looking for something fresh, new and genuine.

We also knew that by making sure the Beckmanns felt included, we’d not only gain greater insight into the Lunazul heritage and brand, but also facilitate greater ease of communication down the road. As it turns out, it wasn’t long before we were presented with a challenge.

Staying true to brand values in the face of overwhelming success.

Working with Heaven Hill and with the Beckmann’s approval, we launched a revitalized Lunazul brand through a national, omni-channel “Feed the Wolf” campaign (get the whole story here if you’re unfamiliar) — but it was so hugely successful that the estate couldn’t keep up with the agave demand! And the Beckmann family, true to their commitment to uncompromising quality of their spirit, were unwilling to source agave from other farms.

In part because we had already developed such a strong relationship with the family — including getting their feedback on and approval of the creative campaign that was now so popular — it was easy for us to understand and respect their refusal to compromise their brand … not to mention a legacy more than 250 years in the making.

Making a 250-year-old family brand into the celebrated spirit of the digital age.

Around the time our heritage campaign was wrapping up, production was ramping up and our Discovery+ partnership — aptly enough, “A Toast to Tradition” — was ready to launch. Through influencer Josh Gates’ enthusiasm for Lunazul’s unique legacy, we were able to make another huge push for our celebrated spirit — with results that had everyone raising another glass.

From consulting, strategy and media planning to an omni-channel campaign that leveraged micro-influencers, premium partnerships and geotargeting, Leap has helped deliver year after year of record growth for the brand and establish Lunazul as a premium tequila — all on a well-liquor budget. And throughout it all, we’ve maintained a strong relationship with the Beckmann family as well as our clients at Heaven Hill, navigating a 4-tier distribution model in a truly collaborative spirit.