Southern Glazer’s Signs Agreement with Santo Spirits

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

The Santo Spirits portfolio consists of Mezquila, Blanco and Reposado.

“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,” says 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,” says Fieri. “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.”

In addition to Hagar’s history of making tequila and Fieri’s taste for the delicious, the two were able to launch the Santo Spirits portfolio with the help of Juan Eduardo Nuñez, a third-generation master distiller in Jalisco, Mexico.

“When we talk about winning duos, Sammy Hagar and Guy Fieri are it,” says Ray Lombard, Executive Vice President and General Manager, Craft Collection Luxury Spirits, 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% 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. Santo Mezquila, a blend of tequila and mezcal, is made from 100% Blue Weber Agave and 100% Espadin Agave (Angustifolia variety).

“To have a tequila like Santo with uncompromising quality standards and Sammy Hagar and Guy Fieri as majority partners in Santo, combined with our national distribution partner Southern Glazer’s Wine & Spirits, is the perfect formula for success,” says Jack Daniels, partner, Los Santos LLC.


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