Santo tequila gets first marketing push in seven years - video

Santo Spirits has commenced the first US-wide marketing activation for its namesake tequila brand.

‘A Reputation Earned’ features digital advertising, social media presence and point of sale for both the on- and off-premise channels alongside influencer and public relations. The company, co-founded and -owned by musician Sammy Hagar, has also taken the opportunity to update the seven-year-old brand’s website in line with the campaign.

The activity will also appear in Santo’s export markets of Canada and Japan later in the year.

“Tequila is one hell of a crowded category right now,” admitted Hagar. “You’ve got to find a way to stand out. If we can use the reputation I have tried to build over the last several decades to help people discover Santo tequila, well then, let it rock.”

The brand’s stable, which comprises a blanco, a reposado, an anejo and a blanco 110 proof, is produced at El Viejito Distillery in Jalisco’s Highlands. According to its owner, Santo’s annual sales were up 17% last year at 31,000 cases.

Hagar set up Santo Spirits with partner Guy Fieri in 2017, ten years after selling Cabo Wabo tequila to Campari Group for US$80m.

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