Small Steps Create Big Shifts

Why is it taking so long to get your tequila out?

What seems like an easy process, with so many tequila brands popping up here and there, so what's the problem? Well, before liquid gets put in bottles, the process begins with a trademark. Both the US and Mexico recommend registering a trademark to avoid conflicts. Mexican distilleries take it one step further: before they agree to produce your tequila brand, they require the trademark in both the US and Mexico.

Then, there is the creative process: what is in a name? Finding the name and making it meaningful is key. Thinking up a name may appear easy, but why that name? How does it fit your brand and its story? Everyone involved will want to know the brand story, and some distilleries will want to see if it fits their own. Like someone once told us in the beginning of the process, the master distiller wants to hear the why in your brand name. And when they decide to work with you, it is like a marriage, as their name will be part of your brand as well.

After that, there are the logo, labels, bottle design, etc., etc. Now do you get it? It can take years to perfect that whole brand picture, and then there is the taste of the tequila...that's for another post.

So Adeluna 1907 did not just appear. It started as “Adela”, my grandlother’s name. Then, after trademark rejections, “El Corazon de Adela” was born. But hit a snag with another brand while we wait for approval. So, “Adeluna 1907” came to be. The combination of my Grandmother’s name and the moon (luna). So we wait for approval, but work hard in the background getting other stuff ready, so when we get the green light.