Sammy Hagar’s passion for tequila runs deep, but his commitment to earning and preserving the trust of his fans runs even deeper. Santo Spirits is where those two worlds meet.

The iconic rock star, best known for his time as the frontman of Van Halen, made his mark on stage. But it’s in the world of consumer packaged goods where he truly built his fortune. Sammy is the mastermind behind Cabo Wabo Tequila, a trailblazer in the celebrity spirit revolution that’s now a staple in the beverage alcohol industry. In 2008, drinks conglomerate Campari Group made a historic move, acquiring Cabo Wabo for a groundbreaking $100 million — an unprecedented deal at the time.

Nine years later, Sammy made a triumphant return to the spirits world with Santo, a tequila-focused brand he co-founded alongside fellow musician Adam Levine of Maroon 5. Building on the success of Santo, the brand grew even stronger in 2019 when celebrity chef Guy Fieri came on board as a co-founder, bringing his flair and influence to the brand.

In this candid conversation, Sammy opens up about his vision for Santo, emphasizing the brand’s dedication to purity and excellence. He shares his insights into the challenges of the celebrity tequila market, why, despite his success with Cabo Wabo, he remains cautious about creating a mass-market brand, and the importance of authentic relationships within the spirits industry. Sammy also discusses his approach to building teams and why, for him, hiring the right people is about finding fresh perspectives, not yes-men.

Show notes:

0:25: Sammy Hagar, Co-Founder, Santo Spirits – Sammy shares his mixed feelings about living in California and draws comparisons between the challenges of the music industry and the complexities of the beverage alcohol sector. He also reveals the origins of Cabo Wabo Tequila and reflects on the simpler days of brand-building, when creating a lasting brand felt more intuitive. He discusses the explosive rise of celebrity-backed tequila brands and their impact on the market, providing insight into the creation of Santo and the groundbreaking launch of its “mezquila”—a fusion of mezcal and tequila. Sammy opens up about his early collaboration with Adam Levine, shedding light on their shared vision and why Guy Fieri stands out as someone who outworks everyone in the business. He also emphasizes the importance of entrepreneurs who challenge the status quo, offering his thoughts on how younger generations are reshaping their relationship with alcohol. He also shares his long-term vision for Santo, and how he is positioning the brand for enduring success in an ever-evolving industry.

Brands in this episode: Santo Spirits, Cabo Wabo Tequila, Casamigos, Ocho Tequila