Stories

CAMPAIGNS

Pawspective: LANA Tequila Fall Winter 2024/2025 Campaign

LANA Tequila unveils “Pawspective”, its Fall Winter 2024/2025 campaign, featuring the Afghan Hound, Cherie, as the face of refined elegance and artistry. Captured by celebrated photographer Keith Greenbaum, known for his exceptional attention to detail and striking visual storytelling, the campaign portrays the luxurious essence of LANA Tequila through a playful lens.

Led by Maximilian Arasin, LANA’s founder, CEO, and creative director, “Pawspective” celebrates the harmony of craftsmanship, natural beauty, and timeless charm. This campaign reflects LANA’s signature aesthetic with a fresh and imaginative perspective.

Cherie, an Afghan Hound known for her noble spirit and poise, symbolizes the refined qualities of LANA Añejo, the latest expression in LANA’s collection. Just as Cherie embodies grace and individuality, LANA Añejo represents the pinnacle of craftsmanship and luxury.

LAUNCHES

LANA Añejo: A Symphony of Time and Craftsmanship

Introducing LANA Tequila Añejo, an exquisite expression aged for 12 months in French and American oak barrels. This deep amber tequila reveals a harmonious complexity designed to captivate and inspire.

On the nose, aromas of vanilla, caramel, wet stone, and leather mingle with hints of toasted coconut, peach, and buttered almonds. The flavor unfolds elegantly—from creamy butterscotch and toffee to a medley of dried fruits, arugula, and fresh herbs, with a long, smooth finish of milk chocolate, warming spice, and subtle minerality.

Each bottle is crowned with a one-of-a-kind gemstone cap, featuring exclusive White and Grey Marble, alongside Black Marble, available only for the Añejo expression—reflecting LANA’s artistry and dedication to detail.

Crafted from 100% Blue Weber Agave, LANA Añejo is additive-free, gluten-free, vegan, and kosher-certified. Best enjoyed neat or on the rocks, its full depth of flavor is revealed when rested at 65°F.

Available at fine spirits retailers and select venues, LANA Añejo is a celebration of luxury and craftsmanship—designed to elevate premium cocktails or shine as the ultimate sipping experience.

CAMPAIGNS

LANA Tequila campaign: Dialogue with a Gemstone

LANA Tequila’s campaign, “Dialogue with a Gemstone”, draws inspiration from the natural gemstone caps that adorn each bottle. This campaign orchestrates an intimate conversation between humanity and nature, using these gemstone caps as mediums for expression.

The campaign was conceptualized and directed by Maximilian Arasin, CEO and Creative Director at LANA Tequila, with visual narratives captured by South African photographer Bryce Thompson. The creative team also included talent An.Koval, stylist Arnold Milfort, hair and makeup artist Mariana Bull, and set designer Commercially Viable.

“LANA’s identity is a perspective on things. It goes beyond Tequila,” said Maximilian Arasin. “Dialogue with a Gemstone serves as the opening note to a forthcoming series of conversations, where LANA will invite distinguished individuals and masters of their unique creative realms to ignite spirited dialogues.”

LAUNCHES

LANA Tequila Reposado: Double Gold Win

LANA Tequila proudly unveils its Reposado expression, a masterpiece of time and craftsmanship. Rested five months in American Oak barrels, it dazzles with sunlit hues of hay, amber, and gold.

On the nose, cooked and raw agave mingle with baked apple, herbal tones, and subtle vanilla and coconut, all enriched by seasoned oak. A silky mouthfeel reveals notes of vanilla, caramel, orange peel, and baked apple, culminating in a smooth, sweet, and lingering finish.

Awarded a Double Gold Medal and a 95-point rating at the 2024 San Francisco World Spirits Awards, this ultra-luxury tequila is crafted sustainably from 100% Blue Weber Agave. Gluten-free, vegan, and kosher, it offers an inclusive premium experience.

Each bottle features a unique marble or onyx cap, transforming it into a collectible work of art. Limited-edition caps showcase a spectrum of stunning colors.

Available at fine spirits retailers and select venues, LANA Reposado elevates cocktails or shines on its own—where luxury meets artistry.

CAMPAIGNS

LANA x Delfina Carmona: A Symphony of Balance

In collaboration with visionary photographer and art director Delfina Carmona, LANA Tequila presents a series of evocative visual narratives that intertwine the artistry of tequila craftsmanship with the poetic elegance of everyday moments.

“How to Build a Rainbow” - A vibrant exploration of handcrafted hues, where Delfina’s mastery of light and color brings to life the rich spectrum embodied by LANA Tequila.

“The Search for Constant Equilibrium” - A visual symphony portraying the delicate balance and harmony inherent in both art and spirit, reflecting Delfina’s signature interplay of shadows and forms.

“Pour Me a Glass, Thanks!” - A celebration of simple pleasures, capturing the ritualistic essence of savoring LANA Tequila, infused with Delfina’s distinctive use of natural light and intimate settings.

Delfina Carmona, an Argentine artist now based in Berlin, is renowned for her creative photography that constructs scenes and installations, often incorporating self-portraits and vibrant colors.

AWARDS

LANA Tequila Blanco: Best in Class at the San Francisco Spirits Competition

LANA Tequila Blanco has been awarded Best in Class and a Double Gold Medal at the prestigious 2023 San Francisco World Spirits Competition - the highest accolades a spirit can achieve.

A pure expression of 100% Blue Weber Agave, LANA Blanco Tequila shines with crystalline clarity and uncompromising quality. Notes of poblano and aloe meet the richness of vanilla and limestone, grounded by the bold duo of black pepper and leather. A silky mouthfeel reveals salted lime, fresh herbs, and almond paste, finishing with delicate nuances of milk chocolate and mineral-rich earthiness.

Each bottle is adorned with a one-of-a-kind marble and onyx gemstone cap, reflecting LANA’s dedication to artistry and timeless luxury. Crafted sustainably and certified gluten-free, vegan, additive free and kosher, LANA Blanco Tequila redefines what it means to experience tequila at its finest.