We spoke with Kravitz about his new sotol.
, and I like to do things that are new and innovative and challenging. The real truth is that… I had no idea about sotol, as most people don’t, and I fell in love with it. I love the taste, the complexity and learning about something I didn’t know about.”
The Casa Lumbre team flew down to Kravitz’s Bahamas residence to talk over the plan, and after a few days he realized these were people he liked, respected and could work with. Maestro vinatero Don Eduardo Arrieta , sotol expert Ricardo Pico and master distiller Ivan Saldana are the technical forces behind Nocheluna, which is made from wild Dasylirion grown in fields in the Chihuahuan desert with a focus on sustainability. Kravitz traveled there too to immerse himself in the process and culture.
The challenge now is to introduce sotol to the American market and beyond and hope it takes off in the way thathave in recent years, which Kravitz said he’s feeling bullish about. “People are always interested in finding something that’s new, a story that’s new, an association with a feeling,” he said. “I remember 20 years ago being in Europe and having a hard time finding good tequila. People were not into it. Over the years, you’ve seen what that’s turned into.
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