Santo Spirits launches unique brand experience in Cabo

L-r: Musician Sammy Hagar and chef Guy Fieri

TV chef Guy Fieri and former Van Halen vocalist Sammy Hagar have unveiled their first consumer experience for Tequila brand Santo Spirits.

The Santo Spirits visitor centre is located in the ‘heavily trafficked’ marina area of Cabo San Lucas, Mexico, and is described as a ‘vibrant homage to all things Santo’.

“Sammy has a long history with the amazing town of Cabo San Lucas, so when it came time to open our first Santo Spirits consumer experience, we knew it was a natural fit,” said Ana Kornegay, vice-president of marketing for Santo Spirits.

The brand experience offers consumers a tasting experience of the Santo Spirits portfolio, including its blanco, reposado, and añejo Tequilas, as well as mezquila, the brand’s ‘pioneering’ mezcal and Tequila blend, which Hagar initially created in partnership with Maroon 5 frontman, Adam Levine.

Santo Spirits visitor centre
Santo Spirits’ visitor centre in Cabo San Lucas, Mexico

Tasting flights are available for US$30, alongside individual samplings of each product and bottle purchases.

In addition, visitors can learn about the production of Santo Spirits, which are crafted by third-generation distiller Juan Eduardo Nuñez and tequilera Karina Rojo at El Viejito Distillery (Norma Oficial Mexicana 1107) in Atotonilco el Alto, Jalisco.

The spirits are produced using ‘time-honoured methods’ that focus on preserving the heritage of Tequila.

All Santo Spirits products are available nationwide in the US, as well as in Mexico, Canada, Japan, South Africa, the Philippines, and online at

Santo Spirits is represented by Southern Glazer’s Wine and Spirits in 44 markets across the US.

Fieri and Hagar launched Santo Spirits in 2019.

Hagar first made a move into Tequila in 1996 when he founded the Cabo Wabo Tequila brand. He sold his stake in the brand to Campari Group in 2010 for US$11 million.

In addition to his Tequila brands, Hagar is the founder of rum brand Sammy’s Beach Bar Rum, and the Sammy’s Beach Bar & Grill restaurant chain.

Source: The Spirit Business

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