‘Mexico’s biggest secret’ is ready for the limelight and musician, actor, and all around artist Lenny Kravitz is lending his name to make it happen. We’re referring to sotol, the rich and flavorful spirit that is little known outside certain Mexican regions.
Now Kravitz has partnered with the global spirits team of Casa Lumbre to launch Nocheluna Sotol. We enjoyed the spirit at the launch event in Brooklyn where we spoke exclusively to the fashion trailblazer as he explained why sotol is special, and how his involvement with the brand developed.

At the core of Nocheluna Sotol lies a passionate group of Chihuahuan ranchers and entrepreneurs who believe that sotol deserves a voice in the world. The sotol plant, a relative to the agave plant, is native to the desert and is extremely resilient. Led by Maestro Vinatero Don Lalo, the process of making the liquid is largely carried out by nature itself, which makes the desert the lead craftsman

This is perfect timing for Kravitz to become involved with the project as he has been in the news quite often lately. He recently inducted Lionel Ritchie into the Rock and Roll Hall of Fame, and was honored himself at the Council of Fashion Designers with the CFDA Fashion Icon Award.

Kravitz’s musical style incorporates elements of rock, blues, soul, R&B, funk, jazz, reggae, hard rock, psychedelic, pop and folk.
He has won the Grammy Award for Best Male Rock Vocal Performance four years in a row from 1999 to 2002, breaking the record for most wins in that category and setting the record for most consecutive wins in one category by a male.

Lenny Kravitz costars along Jennifer Lopez and Josh Duhamel

The multi-instrumentalist was ranked at No. 93 on VH1’s “100 Greatest Artists of Hard Rock.” Acting wise he has played ‘Cinna’ in the “Hunger Games” film series and will co-star along with Jennifer Lopez in the upcoming feature “Shotgun Wedding.”
In his career, Kravitz has sold over 40 million albums worldwide.

Now in addition to this impressive resume, the renowned musician, and designer becomes a partner in Nocheluna Sotol upon discovering the spirit, the team, and the land behind this rare spirit.

HOMBRE: How did you become involved in this venture?
Lenny Kravitz: I was introduced to this creativity, to this culture in Mexico. In Chihuahua, a place that I’ve grown to love and made many friends.
I was sent a bottle of this spirit a couple of years ago. It was a bottle with no label, just a sticker on it. Somebody thought I would be interested in this as I am interested in creativity in general in so many facets of my life.

H: We know you’ve had experience in spirits  before.
LK: I’ve been lucky enough to travel the world and work with people who cultivate wine, champagne. So when I was sent this bottle and I tasted it I was immediately intrigued by the flavor, by the elegance.

H: Were you familiar with this category?
LK: I didn’t know what it was. I had never heard of sotol. I didn’t know about the plant. I knew that it was in the family of mezcal  and tequila. but I didn’t know much about it because this is the best kept secret in Mexico.

Lenny

H: What was the process to secure your participation?
LK: I ended up going down to Chihuahua because if I’m going to be involved with this I’m going to have to speak with the masters, the people that make this, whose families have been making this for generations.
My eyes were opened and I learned a lot. After being there for a while I partnered with these wonderful people.

Lenny Kravitz Debuts Latest Venture – Nocheluna Sotol in Brooklyn

H: How do you feel about the brand?
LK: It’s not about me by any stretch of the imagination. This is about the Mexican culture,  the people of Chihuahua.
I’m here to stand next to these beautiful people and introduce this beautiful magic from the Mexican desert to the world.  It begins right here, in Brooklyn.

H: What is your message about the brand?
LK: As an artist myself, I respect the journey and am inspired by every intricate step of how this team crafts Nocheluna Sotol. I appreciate how this spirit stays true to the traditional ways of making sotol, exemplifying a true understanding of this familial craft. I am honored to bring more awareness to this incredible spirit and region.

CFDA Fashion Icon Award Winner Lenny Kravitz

As Kravitz said at the acceptance of his CFDA award, “What I’ve learned along the way is that being yourself is the most important thing you can do. We all have something inside of us to share and by sharing it we can understand one another, support one another, and love one another.”

Lenny Kravitz with HOMBRE Magazine’s Francisco Romeo at the launch of Nocheluna Sotol