Santo Spirits is unveiling an all-new look and feel for spirits visionary Sammy Hagar’s and partner Guy Fieri’s additive-free tequila brand. Dubbed “A Reputation Earned,” the creative campaign, developed by Louisville, KY-based PriceWeber, will serve as the foundation across all marketing and advertising efforts beginning this month in the U.S., followed by international markets later this year, the company states.
Santo Spirits’ Refreshed Visual Identity
Santo’s branding evolution began in the fall of 2023, with the complete, contemporary repackaging of the Santo Tequila lineup, as well as the company’s Mezquila. The new packaging, developed by long-time Hagar creative collaborator Todd Gallopo and Meat and Potatoes of Los Angeles, received a “Best in Class” recognition at the TLMI Awards and helped drive a 42% increase in orders, according to the company.
Building on that momentum, the “A Reputation Earned” creative from PriceWeber will herald a new look and feel for the brand that will be seen through a nationwide digital advertising campaign; on-premise/off-premise point of sale and promotional programs; social media; influencer relations; public relations; and a completely revamped Santo web presence, the company states.
“’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,” said Ana Kornegay, Vice President of Marketing at Santo Spirits, in a news release. “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 refreshed visual identity will be incorporated into engaging branded content, including a new website that features advanced ecommerce capabilities, according to the company.