Another Lunazul class action claims tequila falsely labeled as 100% agave

Lunazul class action overview:

• Who: Plaintiffs Mariana Dubreu and Traian Sava filed a class action lawsuit against Heaven Hill Distilleries Inc., doing business as Premium Imports, and Tierra de Agaves S.A. de C.V.
• Why: Dubreu and Sava allege the companies falsely market their Lunazul tequila as being “100% agave.”
• Where: The Lunazul class action was filed in Illinois federal court.

A new Lunazul class action lawsuit alleges that Lunazul tequila is falsely marketed as being “100% agave” when it is not.

Plaintiffs Mariana Dubreu and Traian Sava filed the class action complaint against Heaven Hill Distilleries and Tierra de Agaves on May 7 in Illinois federal court, alleging violations of state and federal consumer laws.

According to the lawsuit, Lunazul tequila is sold with labels claiming it is “100% agave,” but the product does not live up to that promise.

Lunazul tequila is marketed as a premium product, with every bottle sold in the United States bearing the “100% agave” claim, the plaintiffs say. The lawsuit claims the official website prominently advertises the product as “handcrafted with 100% Blue Weber agave and zero additives” under the tagline, “All Agave. No Extras.”

The plaintiffs argue that consumers understand this label to mean that the tequila is made entirely from agave sugars, without any additives or non-agave sugars.

This understanding is consistent with both Mexican regulations and industry standards, which position “100% agave” tequilas as a premium, authentic category, the plaintiffs say.

Lunazul tequila ‘exploits’ consumer expectation, lawsuit alleges

Plaintiffs in the Lunazul class action lawsuit claim that comprehensive laboratory analysis has allegedly shown that Lunazul tequila contains ethanol derived from sources other than agave.

Furthermore, the lawsuit claims that the “100% agave” label was a key factor in consumers’ purchasing decisions, leading them to pay more for the product than they would have for a tequila that honestly disclosed a blended sugar composition.

The plaintiffs argue that consumers have no meaningful recourse through federal channels, as the Alcohol and Tobacco Tax and Trade Bureau’s label approval process does not guarantee the truthfulness of labeling claims.

The lawsuit seeks to represent a class of consumers who purchased Lunazul tequila during the class period.

The plaintiffs are asking the court to award damages and restitution and to require the defendants to accurately label their products in the future.

In February, a consumer filed a class action lawsuit in Florida federal court, alleging that Lunazul tequila is falsely advertised as being made from 100% Blue Weber agave.

What do you think of the allegations made in this Lunazul tequila class action lawsuit? Let us know in the comments.

The plaintiffs are represented by Dragos Butucea-Boscoianu of Access Law Group.

The Lunazul class action lawsuit is Dubreu, et al. v. Heaven Hill Distilleries Inc., et al., Case No. 1:26-cv-05330, in the U.S. District Court for the Northern District of Illinois.

Read About More Class Action Lawsuits & Class Action Settlements:

• Hyundai recalls over 420,000 vehicles due to unexpected brake activation
• Class action claims Amazon’s Ring cameras captured biometric data without consent
• Kidde class action claims smoke alarms fail to detect smoldering fires
• Kroger agrees to $1.25M settlement over bread calorie mislabeling