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Sammy Hagar and Guy Fieri's Santo Spirits unveils Santo Reposado Tequila - Tequila and Mezcal in the US data

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Rock star Sammy Hagar and celebrity chef Guy Fieri have launched a Reposado Tequila.

Sammy Hagar and Guy Fieris Santo Spirits unveilsed Santo Reposado Tequila on Tuesday

Sammy Hagar and Guy Fieri's Santo Spirits unveilsed Santo Reposado Tequila on Tuesday

Santo Reposado, launched yesterday, is the latest offering from the pair's joint venture in the category, Santo Spirits. The expression is made from 100% Blue Weber agave sourced from Jalisco.

The release is the third in the company's Tequila portfolio, joining a Blanco iteration as well as a 'Mezquila'; a blend of Blue Weber and Espadin agave that Santo claims to be a world-first.

"I have been in this business for over 30 years and if anyone knows good Tequila, it's me," said Hagar, Santo Spirits' co-founder. "We are using premium ingredients and traditional processes that have given us a product that is going to shake up the tequila world." 

Santo Reposado is available in the US and Canada at an SRP of US$40 (CAD50.40) per 75cl bottle.

In 2007, Campari Group acquired an 80% stake in Hagar's Cabo Wabo Tequila brand for $80m. Seven years later, the rocker signed a North American distribution deal for his Sammy's Beach Bar rum brand with Belvedere's Imperial Brands.

Tequila and Mezcal in the US - Volume Trends 2015-2024

Source: GlobalData

Tequila and Mezcal volumes have grown consistently in the US during recent years. According to GlobalData figures, the combined category expanded at a compound annual growth rate (CAGR) of 7.4% between 2015 and 2019. Despite a forecast 11% volumes decline in 2020, GlobalData predicts the category will continue to grow to 2024, albeit at a slightly stunted CAGR of 5.9%.

Why Diageo is winning the slow-and-steady Tequila race - click here for a just-drinks comment


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