There’s much more to Penn State Behrend’s faculty and staff members than what you see on campus. In this occasional series, we’ll take a look at some of the interesting, unconventional, and inspiring things that members of our Behrend community do in their free time.
By Heather Cass, Publications Manager at Penn State Behrend
At Penn State Behrend, Joel Normand, lecturer in business statistics, teaches students how to use statistical methods, like probability theory and hypothesis testing, to make informed decisions and solve business problems. It’s something he is well versed in, having applied it to his own venture, a micro-distilling hobby that has grown into a thriving Erie business.
Normand and his wife, Maria DiSanza, own Luminary Distillery and Eatery on upper Peach Street as well as a bottle shop on North Park Row in downtown Erie, where they sell a variety of small-batch artisan spirits.
Normand began dabbling in home brewing, wine making, and distilling in 2010 while working as a high school math teacher.
“I had always wanted to be involved in the alcohol industry,” he said. “Spirit production, as well as micro distilling, was growing in popularity nationally.”
He spent about seven years perfecting his recipes for brandy, whiskey, rum, gin, vodka, moonshine, and more, and he and Maria opened a small bar and bottle shop in March 2017. Normand knew that selling bottles alone wouldn’t generate enough revenue, so when they outgrew their first location, the couple decided to think bigger.
In 2020, they purchased the former Fuhrman’s Cider market at 8270 Peach Street and blended the two businesses, merging the cider mill and bakery with a restaurant and bar serving their signature Luminary cocktails. Two years later, they opened a bottle shop and bar at 36 North Park Row through a partnership with Erie’s Downtown Development Corporation.
Behrend Blog talked with Normand to learn more about the math-teacher-turned-distiller’s “secret” life.
Is there a story/significance to the name “Luminary”?
Every bottle we produce has a label with the definition of Luminary: “A person who inspires or influences others, especially one prominent in a particular sphere.” It is my hope that I can mesh producing carefully crafted spirits with educating consumers about distillation.
How did you get started in distilling?
Distilling begins with proper fermentation. That’s where my prior experience with making beer and wine came in handy. I had a few family friends that dabbled in distillation, and I attended several workshops with master distillers to acquire the proper knowledge to make great spirits.
How do you and your wife manage your business partnership?
We focus on our strengths. I generally oversee production and day-to-day operations, while Maria deals with scheduling, inventory, employee management, and finances.
What has been your biggest challenge?
The biggest challenge has been maintaining a consistent and well-trained staff, which has been especially difficult during the COVID era. I’ve had to transition from production to managing a diverse group of individuals.
What have you learned the hard way?
Things break down all the time. If you can’t fix it yourself, you’re paying a premium to get someone else to fix it.
The food at Luminary is not typical bar food. Was that important to you and your brand
We always strive to provide something a bit different for our customers. That includes a unique menu that changes quarterly. People can get the usual comfort food anywhere. We aim to provide something more.
What do you wish you knew five years ago?
Not to spread myself too thin with too many projects or facets of the business, and to focus on a few things that I do well.
What did you think would work but did not?
I was hoping to have many more outside sales, as well as a stronger presence in the online market. It’s a bit saturated with other distilleries and spirits.
What was a surprise success?
Our focus on cocktails and event planning for large parties. We have a highly competent staff that can offer a unique experience.
What is your favorite cocktail/liquor at Luminary?
Our best sellers are our Apple Pie Moonshine and our Coffee Liqueur. Personally, I prefer our Summit Gin. If I had to choose a single favorite cocktail, it’d be a Rye Whiskey Old Fashioned.
What is your favorite dish/meal?
Our unique pizzas, such as pear and prosciutto, as well as our Reuben are some of the most popular food options. I prefer our Mediterranean salad.
What is in the future for Luminary?
We plan to consolidate some of the many things we currently do into a more focused approach. We have also toyed around with the idea of a food truck. We’ll see what opportunities present themselves!
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