A New Tequila Rising

Our story starts in Jalisco, the birthplace of tequila, under the darkness of la Luna Nueva. It was on one of these nights, in the sanctity of the mountains, that the dream of Luna Nueva was born.

Our tequila master, 18th generation Jalisco native Luis Cruz, had been struck by a startling realization he had while visiting the states, in a local Chicago bar. Tequila today no longer reminisced the memories of his home in Jalisco––tequila today had lost its flavors. Instead, they were full of sugars, artificial flavorings, and colorings.

He started thinking of the Aztec legends of ancient Mexico, how they tell a story of a goddess who was killed by the sun god. However, her death became rebirth, when she was transformed into the moon goddess as she ascended the heavens.

Luis took inspiration from this, and he decided to harness the regenerative power of the New Moon through Mexico's most ancient tonic. A return to the light, an ascent from darkness, into a new birth for tequila. He wanted to create a spirit that paid tribute to tequila's beginnings, one that honored the agave plant, the place that it comes from, and the people who grow it.

He set his intention on making a superior clean product without sacrificing taste or tradition, with no added sugars, colors or flavors, using only a blend
of highland and lowland agave. He used a special (heavily guarded secret) yeast, and American oak bourbon barrels, to achieve an elevated flavor and exceptional smoothness, one that encapsulates all the flavors of Jalisco.

Living intentionally means acting with purpose. At Luna Nueva, we believe that life is better lived intentionally, especially when it comes to what we put in our bodies, and the impact we have on the world and others. Every bottle of Luna Nueva is a rededication of our intentions of purity, sustainability, of honoring our past, and to continually strive for excellence.

Under La Luna Nueva we manifested our dream into reality.

We invite you to do the same.

The Luna Nueva Team

Rick Selby

Mr. Selby is the CEO of Luna Nueva Tequila, founded R.W. Selby & Company, Inc. in 1975 after graduating from the University of Southern California in 1972 with a Bachelor of Science Degree. With his partners and associates, Mr. Selby has created an efficient and successful organization with substantial experience in multi-family housing acquisition, development, management, and disposition. A lifelong tequila enthusiast, Mr. Selby is committed to being a champion of Mexico's most ancient tonic.

Luis Cruz

Mr. Cruz is the Founder and creator of Luna Nueva Tequila. He graduated from Universidad de Guadalajara, received his bachelor's and master's degrees in Chemical Engineering,and his MBA from Ashland University. A Tequila connoisseur, 18th Generation Mexican, and the reason why Luna Nueva exists today. Confident in his craftsmanship, Luis only had one mission: to honor his 18-generation heritage––deeply rooted in Jalisco.

Kristina Pechulis

Kristina is the Marketing Manager at Luna Nueva Tequila. After graduating from California State University, Northridge with a Bachelor of Science Degree in Marketing and Business, she started working at a VC firm which inspired her to pursue her dreams in the marketing world. Soon after, she worked at a women-run marketing firm in Santa Monica. With marketing savvy, substantial sales experience, and a passion for premium tequilas, Kristina is driven to expand Luna Nueva's presence in the spirit market.