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Southern Glazer’s Signs National Agreement With Santo Spirits

Guy Fieri and Sammy Hagar

Miramar, Florida-based Southern Glazer’s Wine & Spirits has signed a national distribution agreement with Santo Spirits, the brainchild of Sammy Hagar, a Grammy award-winning musician and Rock and Roll Hall of Fame inductee, and Guy Fieri, a chef, restaurateur, best-selling author and Emmy Award-winning television personality.

Santo Spirits’ portfolio consists of the world’s first Mezquila, an old-world style tequila Blanco and a smooth Reposado.

The company plans to benefit not only from Southern Glazer’s proven track record with building brands, but also its national scale, route-to-market capabilities and e-commerce platform to drive efficiencies and growth.

“When Guy and I first came up with the idea of working together in the spirits world, we both agreed that we wanted to do something different than what’s been going on in the celebrity spirits world,” said Hagar. “We are hands-on kind of guys, and we’re not just putting our name on someone else’s product.”

“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,” Fieri said. “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 two were able to bring the Santo Spirits portfolio to life with the award-winning craftsmanship of Juan Eduardo Nuñez, a third-generation master distiller in Jalisco, Mexico. The expert craftsman utilizes traditional methods to create the best tequila, which in turn, results in an exceptional spirit that is free of additives of any kind.

“When we talk about winning duos, Sammy Hagar and Guy Fieri are it,” said Ray Lombard, EVP and general manager of craft collection luxury spirits for 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. You pair that with Guy’s world-famous taste buds, and you have the perfect recipe for success. We are thrilled to take our relationship with Santo to a national level, where we know the portfolio will have every opportunity to expand upon its success.”

Santo Tequila Blanco is made from 100 percent Blue Weber Agave from the highlands of Jalisco, Mexico. Santo Reposado begins as Santo Tequila Blanco, resting in lightly charred, used American oak bourbon barrels for four to five months, imparting a smooth, easy-drinking tequila. Santo Mezquila, the world’s first-ever blend of tequila and mezcal, is made from 100 percent Blue Weber Agave and 100 percent Espadin Agave (Angustifolia variety). The Santo portfolio should be enjoyed neat, on the rocks or in a premium cocktail.

To learn more about Santo Spirits, visit santospirit.com.

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