Lunazul Tequila Welcomes Joe Frade As Inaugural Global Brand Educator

JALISCO, Mexico-- Lunazul Tequila, the hand-crafted, 100% Blue Weber agave tequila from Heaven Hill Brands partner Tierra de Agaves distillery is pleased to welcome Joe Frade as their first-ever Lunazul Global Brand Educator. With a distinguished background in Latin spirits, dynamic career in the beverage industry, and passion for community-building, Frade is poised to elevate Lunazul's global presence through consumer and trade engagement, spirits education, recipe development, and more. Frade's much-anticipated appointment coincides with a significant milestone for the brand, as Lunazul celebrates over one million cases sold. 

“The title of ‘Global Brand Educator’ is not something I take lightly, as it is more than just relaying brand information,“ says Frade. “As an ‘Educator,’ I assume the responsibility of representing Mexican culture through this lens, sharing Lunazul’s place in its rich history, and most importantly, committing to a continued pursuit of knowledge in order to leave the drinks industry better than I found it.”

Hailing from Mexico City and now calling Portland, OR home, Frade brings nearly 20 years of experience to his new role as Lunazul Global Brand Educator. Throughout his robust career, Frade has championed the education and appreciation of tequila and mezcal, fostering community engagement through spirits education, beverage program development, and philanthropic initiatives. Notably, his efforts include spearheading agave reforestation projects in Oaxaca, Mexico and leading ongoing sustainability initiatives across the United States. 

Before formally joining the industry, Frade spent six years in the United States Marine Corps, which later informed his mental health and community-focused approach to hospitality. In 2015, he co-founded Liquid Courage Consulting, promoting confidence, wellness, and lifestyle balance in the service industry. Frade's consulting expertise, accolades as an award-winning bartender, and certification as an Agave Institute Mezcal Specialist provide a unique perspective and an acute knowledge of the ever-evolving beverage landscape. Most recently, Frade played a pivotal role in shaping notable beverage programs across Portland, including at Revolution Hall, Hoxton Hotel Portland, Lechon Restaurant & Bar, The Pink Rose, and The Fields Bar & Grill. 

In his role as Lunazul Global Brand Educator, Frade will serve as liaison between the Tierra de Agaves distillery and Lunazul’s dedicated fanbase, as the brand’s primary trade and consumer educator, and master mixologist behind new Lunazul cocktail recipes. Exclusive recipes crafted by Frade using Lunazul’s five unique expressions – Blanco, Reposado, Añeio, Primero-Humoso, and Primero-Cristalino – are available upon request. 

Closely collaborating with Lunazul Master Tequilero Francisco Quijano, Frade looks forward to sharing the story of Lunazul’s distilling heritage, hand-crafted expressions, and family tradition. 

“In working and traveling alongside Joe, I’ve learned that he is the right hand I didn’t have,” says Quijano. “With his bartender trade knowledge, enthusiasm for the category, and deep understanding of culture, he rounds out what Lunazul can offer as a brand.” 

Lunazul grew by almost 40% in 2023, reaching a landmark one-million cases sold. Following this milestone, the brand launched its Primero Collection, comprising three premium expressions and ushering in new, elevated packaging for the full line. The brand continues to grow while retaining its accessibility amongst its core consumers.

About Lunazul

Lunazul Tequila is a hand-harvested tequila made from only the finest 100% Blue Weber agave. Hailing from Tierra de Agaves distillery, which is located in Tequila, Jalisco — the heart of Mexico’s agave country — the brand offers five varieties of tequila to choose from: Blanco, Reposado, Añeio, Primero-Humoso, and Primero-Cristalino, each representing a traditional, authentic preparation method. Born from the unparalleled expertise and determination of the Beckmann Family, who has more than 250 years of experience in agave spirits and tequila making, Lunazul was founded on the premise of creating an exceptional tequila at a price point that is accessible for all to enjoy. Lunazul leaders, President Jorge Beckmann and Master Tequilero Francisco Ouijano, are helping to carry the torch for the deeply revered, authentic spirit, and they each proudly offer a wealth of expert experience in the world of agave.