Colombian musician Maluma is the latest public figure to buy into agave-based spirits, investing in Casa Lumbre’s Contraluz Cristalino Mezcal brand.
The artist, real name Juan Luis Londoño Arias, has become a “partner” in the US$59.99-per-bottle mezcal. More specific details about the transaction were not disclosed.
Mexico-based Casa Lumbre intends to leverage Maluma’s “platform” – his 2021 track Sobrio has garnered almost 384m listens on Spotify – to “bring our … mezcal category to even more people throughout the world”.
Contraluz Cristalino is set to break out beyond Mexico and the US next year, according to the company. As well as its domestic presence, the expression is also available in nine states across the border.
