‘A Reputation Earned’: Sammy Hagar and Guy Fieri reveal creative campaign for Santo Spirits

Sammy Hagar and partner Guy Fieri have unveiled a new look and feel for their tequila brand Santo Spirits. The rebrand aims to give a contemporary feel to Santo Spirits’ tequila and Mezquila (a blend of tequila and mezcal). Developed by Todd Gallopo and Meat and Potatoes of Los Angeles, the new packaging has been followed up by the ‘A Reputation Earned’ creative campaign by PriceWeber.

Ana Kornegay, vice president of marketing at Santo Spirits comments: “’A Reputation Earned’ speaks first and foremost to the integrity and quality of our 100% certified additive-free tequilas and our innovative Mezquila and echoes the values of our discerning, hard-working consumers. This core creative idea was born from the fact that Sammy Hagar has been making authentic tequila, respecting time-honored production methods, since he started in this business nearly 30 years ago.

“Sammy and Guy Fieri have built their entire careers intrinsically linked to quality, doing things the right way and not taking any short cuts, and that shows in everything we do at Santo.”

The rebrand initiative redefined the brand values and promise, a visual identity overhaul, development of brand guidelines and creation of branded video content and photography, developed from series of shoots within the PriceWeber beverage studios and on-location with Hagar and Fieri. The creative campaign highlights the new bottle design and the company’s additive-free credentials.

Reflecting on the rebrand, Sammy Hagar shares: “Look, tequila is one hell of a crowded category right now, so you’ve got to find a way to stand out.

“I have always tried to do that by staying authentic and true to who I am as a performer and a tequila maker. If we can use the reputation I have tried to build over the last several decades to help people discover Santo Tequila, well then, let it rock.”

19 January 2024 - Lucy Schofield