Founder Interview With David Suk, Saint Luna Spirits
Saint Luna Spirits is a pioneering brand redefining the moonshine category by blending tradition with a modern, premium twist. Founded by David, who previously held the position of Chief Operating Officer at aden + anais, Saint Luna was born from a desire to create something unique and meaningful. David's journey from leading a successful startup to founding his brand was fueled by his entrepreneurial spirit and passion for innovation. Saint Luna stands out for its exceptional quality and commitment to authenticity and craftsmanship, offering a versatile and elegant moonshine.
David's vision for Saint Luna goes beyond just producing a spirit; it's about paying homage to American history while creating a product that resonates with today’s discerning consumers. With a unique mashbill of 95% Grade A molasses and 5% rye, Saint Luna delivers a one-of-a-kind flavor profile that has been carefully crafted to stand out in the crowded spirits market. Despite the challenges of competing against much larger brands, David remains focused on expanding Saint Luna’s distribution and growing the brand organically, all while staying true to its roots in the LGBTQ+ community.
This interview offers a glimpse into the heart and soul behind Saint Luna Spirits—a brand breaking new ground in the spirits industry while staying true to its roots in the LGBTQ+ community. Read on to learn more!
Can you share the inspiration behind Saint Luna and how you got started?
I was fortunate to become the Chief Operating Officer of a company called aden + anais in my early twenties. We were a small, scrappy start-up, and the entrepreneurial bug bit me during my time there. I knew I wanted to build something of my own, and about ten years later, the idea of reinventing the moonshine category struck me. Why not pay homage to that part of American history and create something premium? That’s how Saint Luna, a craft moonshine with a cocktail-forward focus and beautiful packaging, came to be.
My business partner, Scott Smith, had actually created the recipe for Saint Luna about 17 years prior in his backyard in Memphis. I met him while he was working as the lead chemist making bar soap for my last company. The universe connected us, and the rest is history!
Photo Credit: Sarah Gardner
What does your creative process look like when considering new products or campaign?
I’d love to say there’s a process, but honestly, some of my best ideas come to me in the shower while rushing to get out the door. I tend to prefer a clean, modern aesthetic, and it’s vital that our creative work feels authentic.
I also rely heavily on my team, who are all extraordinarily talented. About two years into building Saint Luna, I met Aubrey Slater, an incredibly gifted mixologist. We lean on her heavily for our creative muscle. She’s constantly tinkering with new drink ideas and has created every recipe we showcase on our website.
Photo Credit: Sarah Gardner
What is one challenge you faced as the founder of Saint Luna and how did you navigate it?
While we have very little competition in the high-end moonshine space, we’re still up against much bigger brands with hefty marketing and sales budgets. But we are unique and true to ourselves, so we just keep forging forward. Once someone tastes Saint Luna, they realize how exceptional it is.
Saint Luna is the only mashbill of its kind—95% Grade A molasses, 5% rye, and charcoal filtered. It’s a unique experience: grassy, funky rum on the front of your palate, balanced with the pepper and spice of rye, finishing with the beautiful smoky leather from the charred oak stave.
As a small startup, we don’t have the money that other spirits brands have. But we stand behind the quality of Saint Luna, and that’s been one way to navigate our challenges.
What is your long-term vision for Saint Luna Spirits?
I’d love to say we have a five-year plan, but with such a small team, most days we’re focused on getting sales in the door, paying our bills, and most importantly, having fun while we do it.
Expanding our distribution is always a priority. We currently distribute in New York at some iconic places like Little Rascal, Bar Francis, and Bubby’s. We’re also gaining distribution across New Jersey, Pennsylvania, Delaware, and Tennessee. Ideally, we’d continue to expand into other states like Massachusetts and Illinois—anywhere that wants to try a funky, queer moonshine brand.
Photo Credit: Sofia Belhouari
Tell us about one of your values and how you’ve incorporated it into your brand?
I’ve always considered myself a hard worker who isn’t ego-driven. At the end of the day, we work hard to sell and market Saint Luna, but we respect one another and have fun along the way. We embrace our diversity, celebrate our differences, and work together to build something epic.
How do you take care of yourself, especially during this moment in history (a record number of anti-LGBTQ+ bills being passed, an increase in violence against our community, etc.)?
I live in Hoboken, which is relatively progressive. It’s hard to compare my experience as a queer person with that of someone living in a more conservative or violent area. Admittedly, I probably don’t think about my safety as much as, say, a trans person who might constantly be a target. It’s awful and debilitating to think about the level of hate thrown at our community.
That said, at Saint Luna, we are gay-owned and proud of it. We’re small, but three of our four owners are queer and in senior-level positions. We refuse to hide.
If you could give one piece of advice to future LGBTQ+ entrepreneurs, what would it be?
This is always such a tough question. People tend to offer tons of advice, and while you’re in the weeds of building a business, it can be hard to hear.
You need to be your own judge, listen to advice that challenges you to be better, and helps drive your business forward. Not all advice is good advice.
It’s also important to build the right team. Don’t surround yourself with yes-people or egomaniacs. Look for authentic, talented people who add value.
We may be a queer bunch of misfits at Saint Luna, but we are all authentic, talented, and genuine. It makes the day-to-day much more enjoyable.
Photo Credit: Saint Luna Spirits
What LGBTQ+ owned brands are your go-to and why?
We all want to see one another succeed; the support is incredible. We’ve worked closely with the founder of Super Gay Vodka and the local NJ & NY Gay Chamber of Commerce. We also work quite closely with Garden State Equality. They’ve all been tremendous resources in helping us expand distribution.
Who is your favorite LGBTQ+ celebrity, and why?
I absolutely love Elton John’s music. I think Jane Lynch is talented and incredibly funny. I also enjoyed watching Ian McKellen recite a passage from Hamlet at a Trevor Project dinner. It was extraordinary.
Can you share one fun fact about yourself?
I absolutely love animals. I live at home with my two dogs, Bernie and Ed, and a cat named Gato de Cato. Bernie is a 10-year-old pointed wire-haired griffon, Ed is a 16-year-old cockapoo, and Gato is a 1-year-old tabby.
