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 founder, Luis Cruz, a proud 18th-generation Jalisco native, was struck by a realization while visiting a local bar in Chicago: the tequila being poured no longer echoed the spirit of his homeland. The flavor, the soul—it had been replaced by sugary additives, artificial flavorings, and colorings. The tequila he remembered growing up with was clean, bold, and full of heritage. And that was missing.

Inspired by Aztec mythology, where the death of a goddess by the sun god led to her rebirth as the moon goddess, Luis found meaning in the symbolism of the New Moon—a time for reflection, intention, and renewal. He envisioned a tequila that honored the spirit’s ancient roots, celebrated the agave plant, and gave respect to the land and people who nurture it.

With this vision, Luna Nueva was born—a return to tradition, crafted with intention and integrity. Working alongside expert distillers at Destilería El Ranchito (NOM 1414), we created a clean, elevated tequila using no added sugars, flavors, or colors—just a carefully balanced blend of highland and lowland agave, a proprietary yeast, and aging in American oak bourbon barrels to achieve rich flavor and exceptional smoothness.

At Luna Nueva, we believe life is better lived intentionally—especially when it comes to what we put in our bodies and how we show up in the world. Every bottle is a rededication to purity, sustainability, honoring the past, and striving for excellence.

Under la Luna Nueva, we manifested a dream into reality.

We invite you to do the same.