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Sammy Hagar and Guy Fieri relaunch ‘Mezquila’ spirit

Santo Spirits has relaunched its Santo Mezquila, the brand’s Tequila/mezcal blend. Originally launched in 2017 to limited markets, the Mezquila has been rebranded to match the brand’s new look, and will receive its own digital advertising campaign. Santo Mezquila is now available in all 50 US states, as well as Canada, Japan, and Puerto Rico.
‘A Reputation Earned’, the brand’s marketing campaign, was launched earlier this year along with new look now featured on the Mezquila. The rebrand aimed to give a contemporary feel to the Santo Spirits portfolio, and the accompanying creative campaign highlights the products’ additive-free credentials. 
Santo Spirits is led by business partners Sammy Hagar, Rock and Roll Hall of Fame inductee and former Van Halen vocalist and chef and television host Guy Fieri. Hagar’s previous Tequila brand, Cabo Wabo, sold to the Campari Group in 2007. 
Santo Mezquila is made from a Jovan mezcal made in Oaxaca, blended with Santo Spirits’ Blanco Highland Tequila. Both spirits are made using traditional methods, and are free from additives. 
Hagar commented: “I launched Santo Mezquila as my long-awaited return to agave spirits after the sale of Cabo Wabo to Campari Group. My vision was to create something that was totally different, packed with personality, but still created using very traditional techniques that let the agave and a light smoke essence shine through. I like to say, ‘Where there is the right amount of smoke, there is flavour.’”
Santo Mezquila is available via the brand’s website and at specialist retailers. 

4 April 2024 - Lucy Schofield