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Meet Miguel Luna of CaliFino Tequila in Carlsbad

Today we’d like to introduce you to Miguel Luna.

So, before we jump into specific questions about the business, why don’t you give us some details about you and your story.
CaliFino Tequila is here by accident, we have never been int he alcohol industry before and this was not a business idea from the beginning.

Around 1975, my grandfather, Don Jose Luna, started visiting the family-owned tequileras of Arandas, Jalisco. He was spoiled and developed a taste for only the finest and purest tequilas one could get. He would go to the tequilera, get a jug of tequila. He would get pure tequila before it was labeled or produced into a brand, he was getting it “moonshine” style. As time went on, these traditions were passed down to my dad and his brother. As I got older, I was introduced to this tequila, much like my grandfather, this spoiled my taste and palate for tequila. I started introducing my friends to this tequila, it quickly became known as “the family tequila”.

In 2009, I signed on to play soccer professionally with the San Diego Sockers, I introduced this family tequila to all my friends in the soccer world. Soon, they were asking me for bottles of the family tequila for their social gatherings. There was a demand but this tequila was not being imported, there was not a brand or formula registered for this. During a conversation with my Sockers friend, Phil Salvagio, in 2014, I made a comment about a lot of our friends wanting the family tequila.

At first, my idea was to import just enough bottles for our friends, we would all split the cost and share the bottles of a batch. Once I started looking into the legal side of things, I realized, this was a big task….. after the conversation with Phil, we decided to import this formula and CaliFino became a project for us. This was the birth of the idea and little did I know the journey was just starting. Several trips to Arandas, Jalisco, Mexico….. many days of tasting and developing our own unique formulas to brand.

At first, it was about getting the right tequila, we only wanted the best quality, the highest of standards for our brand. Then we took several trips to design our own unique bottle, our own style. We decided to create our own bottle, we did not want to use a generic bottle that anyone else could have. I wanted a square bottom with a big glass bottom, Phil wanted a round bottle. Sitting with the bottle designer in Jalisco, he merged both of our ideas and created a square bottom and round top finish bottle.

We later started adding our own design and style to the bottle. We wanted a real wood top, we wanted a real cork, no shortcuts on anything. Then…. the name: We wanted to introduce the Finest Tequila to San Diego, CA. CaliFino (California and a Fine tequila).

Great, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
This has been a learning experience from day one, this is a new adventure for us. We have learned and experimented with this whole process. This has certainly been a lot of work but a lot of fun along the way. I am proud to say we have been a part of creating every single part of CaliFino, we have been involved in every part of the tequila. This is like my little baby, very proud to introduce CaliFino to San Diego.

Now trying to get involved/learning the marketing, sales, liquor industry…. this is the hardest challenge. How do we get the public I, San Diego, to try our product? I believe once you try it, you will be a big fan of CaliFino, this is the biggest challenge now.

Please tell us about CaliFino Tequila.
We have really taken our time introducing the finest of tequilas. We have a quality product one can stand by. We specialize in providing the customer the best tasting tequila, aged much longer than most in each category. we offer a Reposado (aged 12 months), an Añejo (aged 24 to 36 months), and a very rare Extra Añejo aged 7 years and then finished off in a French Oak barrel.

Who else deserves credit – have you had mentors, supporters, cheerleaders, advocates, clients or teammates that have played a big role in your success or the success of the business?  If so –who are they and what role did they plan / how did they help.
My family, I truly do have the best family. The Luna family has shaped me as a person from day one, I feel proud to introduce our tequila, it is pure quality, just like my family.

Contact Info:

  • Website:
  • Phone: 855-698-2590
  • Email:
  • Instagram: califinotequila
  • Facebook: califinotequila
  • Twitter: califinotequila

Getting in touch: SDVoyager is built on recommendations from the community; it’s how we uncover hidden gems, so if you know someone who deserves recognition please let us know here.

1 Comment

  1. Kerry Cooper

    August 11, 2018 at 7:35 am

    i Rented a little beach cottage on south mission bay and had the pleasure of Miguel and his delightful family as next door neighbors a few weeks ago. Miguel introduced himself and warned us there might be allot of family and tequila drinking going on. My friend Annette and I had no idea how fortunate we were until a beautiful woman and very proud cousin of Miguel’s came to our fence with a tray filled with shot glasses and 3 types of tequila. Being a Don Julio 1942 girl I am sort of a tequila snob but most definitely tequila is my drink of choice! With each shot the proud cousin asked “tell me what it is it Don Julio or Patron?” We had to admit we were confused so he proudly pointed to the hat he was wearing with the Califino logo and name and told us it was his cousin and family tequila. We are now definitely Califino Tequila converts ! So smooth So full of a flavor that feels like velvet on your tongue. And the bottle is a work of art. The full square bottom, cork and rope around the neck of the bottle ! Bravo Luna Family! Such a loving fun family dancing singing with children’s laughter and of course sharing their tequila! Let’s say we definitely loved our beach rental and our delightful weekend neighbors! Gracias and Viva Califino!

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