Santo Spirits by Sammy Hagar, Guy Fieri inks national distribution deal with Southern Glazer’s
Celebrity-backed tequila to grow nationally
Santo Spirits has partnered with Southern Glazer’s Wine & Spirits for national distribution of its products, including Mezquila. The rising distillery was created by Sammy Hagar, Rock and Roll Hall of Fame inductee and talented musician, and Guy Fieri, chef, restaurateur, best-selling author and Emmy Award-winning television personality.
Mezquila, the world’s first, according to Santo, is a blend of an old-world style tequila Blanco, and a smooth Reposado. Southern Glazer’s involvement is sure to ignite growth as it has for other brands and benefit from the national scale of the beer, wine and spirits distributor.
Santo Tequila Blanco is prepared with 100% Blue Weber Agave from the Highlands of Jalisco, Mexico. Santo Reposado begins as Santo Tequila Blanco, then rests in lightly charred used American oak bourbon barrels for four to five months, imparting a smooth, easy-drinking tequila. Santo Mezquila, a one-of-a-kind tequila and mezcal blend, is made from 100% Blue Weber Agave and 100% Espadin Agave of the Angustifolia variety.
“Sammy and I are longtime buddies who share the love of creating and curating memorable experiences, whether it’s through food, music, or now, tequila,” said Fieri. “We are stoked to be working hand-in-hand with Southern Glazer’s to bring the Santo Spirits experience to more folks around the country so that they can share in our passion and join in on the fun.”
The Santo portfolio will also be propelled by its very own Juan Eduardo Nuñez, a third-generation master distiller in Jalisco, Mexico. His craftsmanship will surely play a role in the expansion of the Hagar-Fieri craft distillery.
“When we talk about winning duos, Sammy Hagar and Guy Fieri are it,” commented Ray Lombard, executive vice president and general manager, Craft Collection Luxury Spirits, Southern Glazer’s Wine & Spirits. “As a company, we’ve worked with Sammy and Guy for decades. Sammy has been a true pioneer of the tequila industry—at the forefront of tequila premiumization worldwide for more than 30 years, helping educate consumers to appreciate and celebrate this national spirit.”
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