Chapter 1 - The Idea

Luma's founder, Jesse Sr., has always loved a good martini. When in his native Mexico, he noticed how every time he ordered a martini, the only vodkas ever served were foreign brands. Nearly every other spirits category had some kind of domestic product. No matter how hard he looked at any bar, restaurant, or liquor store, he couldn't find a Mexican vodka. This made no sense to him given Mexico's rich agricultural resources and distilling heritage. So naturally, if he couldn't find a Mexican vodka, he would make it himself.

Pictured: Typical vodka selection in a Mexican liquor store. Not a single domestic vodka in sight.

Chapter 2 - The Philosophy

There were already too many vodkas in the world. For being perhaps the most versatile and well-sold liquor, it was an exceptionally boring category. Luma's founder felt most vodka brands were inauthentic, had the same selling points, and were made of essentially the same ingredients (corn, potatoes, or grains). If he was going to embark on making a vodka, he wanted to create one that represented him in the most authentic way possible and was completely different than anything on the market by highlighting Mexico's unique characteristics.

Pictured: Luma's first logo. The waves in the text represent the beaches of the Mexican Caribbean. The rays of the sun are sugarcanes. The color of the text is the color of cenote water. Credit to Gianluca Nardella!

Chapter 3 - The Jump

For over a year, a team was assembled to research and develop the creation of a Mexican vodka. The team landed on sugarcane as the main raw material for its terroir and environmental benefits. They also decided to use an alkaline cenote water for its unique sweet taste and because it was the best way to represent Yucatan and the Riviera Maya. Countless trials later, the product was finished. They absolutely loved it and shared it with their friends and family. After a lot of positive feedback on the product, the team knew they had to bring it to market. It was about time Mexico had a vodka they could be proud of.

Pictured: Luma Vodka's essence - sugarcane.

Chapter 4 - The Birth

In 2024, Luma Vodka was finally born in Tulum, Mexico. Why Tulum? Tulum's vibrant energy represents Luma, Tulum is near all of our suppliers, and Tulum is a rapidly growing city that captures the future of Mexico. With a bottle in hand, the team set out to bring Luma Vodka to the world. They were going to prove that the vodka status quo can be changed, and also prove that Mexico can make more than just beer and agave spirits.

Pictured: Luma capturing the essence of Tulum

Chapter 5 - In progress...

Who knows what the next chapter will be, all we know is that you're a part of it. Luma Vodka has finally launched in the San Francisco Bay Area and in the Riviera Maya. Buy a bottle, and help us write the next chapter in our journey. Salud!

Pictured: Endless potential...