What do you get when you cross rockers Sammy Hagar and Adam Levine? You get Mez-Quila. Santo Mezquila is a new agave based alcohol made up of 50% Blue Agave and 50% Espadin Agave. It’s kind of a jam session between two distillates – 100% Blue Agave – commonly known as Tequila, and Espadin Agave, used to produce Mezcal though technically neither tequila nor mezcal appear on the bottles label.
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Santo Mezquila was born from a creative revelation that Sammy and Adam shared one night in Cabo San Lucas, Mexico and honed over two years. Santo represents the first quality blend of different agave distillates to hit the market.
“When Adam and I started tasting the different blends, I knew we had something special that people would love,” said Hagar. “It was only right to get the team back together and share Santo with the world.”
Sammy Hagar, Rock & Roll Hall of Fame inductee and no stranger to the tequila world, joined forces with his The Voice co-star and tequila aficionado Adam Levine, and reunited the group behind the brand Cabo Wabo which Hagar started and later sold to Gruppo Campari. The two also partnered with Jack Daniels (the person, not the Tennessee whiskey brand) and Marco Monroy, to build Santo Mezquila. Creative and tech agency Narrative_ came up with the branding and advertising, while Infinium Spirits is managing the sales and marketing of the unique spirit that joins the two beverages.
Third Generation Master Distiller
Santo is crafted by third generation master distiller, Juan Eduardo Nunez, from the famed distillery El Viejito in Jalisco, Mexico.
“With Santo you get that smooth, full agave, rich tequila flavor with a touch of smoky-sweetness that you can only find with Mezcal – perfect for sipping,” said Levine.
The company says Santo’s intense agave aroma mixes with an earthy, light smokiness with a hint of herbs. The initial bite is mellow and fades gently, while the full taste and finish elicits the intricate agave flavor and herbal complexity layered with gentle smoke, slight floral fruitiness and low saltiness. It has a particular sweetness to its finish.
Their edgy creative let’s you know this ain’t no sippin’ whiskey, it’s a youth forward millennial audience they are looking for. Here’s how the creative agency has positioned the brand.
Challenge – Santo is the world’s first mezquila (mezcal & tequila). How do you launch an innovative new spirit, targeted at millennials who are constantly bombarded by superficial innovations?
Solution – When two great spirits, mezcal and tequila, come together, A Higher Spirit is born. ”A Higher Spirit” is a platform idea that positions the brand as superior, premium and with a transcendent taste that leverages the mystique inherent in mezcal—creating a world even jaded, adventure-seeking millennials will be thirsty to experience and covet. It also reflects and reinforces the brand name, Santo, which means, spirit.
Santo Mezquila – A Higher Spirit is Born Video
“When two great spirits, mezcal and tequila, come together, a Higher Spirit is born. It’s for those tired of the usual, yearning for something different: a higher taste…a higher quality…a higher experience.”
Santo Mezquila is being distributed in select markets nationwide, launching in Las Vegas, California, New York, Texas and Florida in the first quarter of 2017.
Santo Mezquila Front Label
Santo Mezquila Back Label