Top 10 celebrity drinks launches of 2017

3. Sammy Hagar and Adam Levine

One of the most innovative of celebrity-based drinks launches this year came from the former Van Halen vocalist Sammy Hagar and Maroon 5 frontman Adam Levine, who teamed up to launch a Tequila-mezcal hybrid Santo Puro Mezquila.

“Sammy Hagar and Adam Levine became friends over their shared love of Tequila,” a statement on the Santo Puro Mezquila website read of the unlikely duo.

“One night on a beach in Cabo, Mexico, their creative juices were flowing and they combined mezcal with Tequila, discovering a taste they could only describe as a revelation. They brought together an expert team to develop the perfect blend, and created, a higher spirit.”

Santo Puro Mezquila is described as an agave blend, combining 100% Blue Variety Tequilana Weber agave and 100% Espadin agave, of the Angustifolia variety.

The liquid was created in collaboration with Juan Eduardo Nuñez, third genera­tion master distiller at El Viejito which is located in Jalisco’s highlands, and is said to have an “intense agave aroma” that reveals an “earthy, light smokiness with a hint of herbs”. On the palate, Santo is “mellow”; the “intricate agave flavor and herbal complexity layered with gentle smoke, slight floral fruitiness and low saltiness”.

Hagar already has already proven his skills in the drinks trade, having founded the Cabo Wabo Tequila brand in 1996. He sold his stake to Gruppo Campari in 2010 for US$11 million, which still owns the brand.

Leave a Reply

Your email address will not be published. Required fields are marked *

Subscribe to our newsletters

UK Commercial Manager (E-Commerce/Online)

Ian Macleod Distillers
United Kingdom

Regional Sales Manager (Midlands)

Ian Macleod Distillers
Field based - regional coverage Midlands

Marketing Manager

Amathus Drinks Plc
London, UK

Partner Manager - Managed On-Trade

Maverick Drinks
London, UK

Events Sales Executive

The Drinks Business Hong Kong
Hong Kong

Brand Manager

Hatch Mansfield
Ascot, Berkshire

Head of Sales

IWSC
London, UK

Logistic and Fullfilment - Whisky (and wine) administrator

Stilnovisti Ltd
London, United Kingdom // Dufftown, Keith, United Kingdom

Account Manager

Harviestoun Brewery
Field Based, UK

IBWSS China

Shanghai,China
5th Nov 2018

Exploring Beaujolais Wines Across The Years & Appellations

Manchester,United Kingdom
6th Nov 2018

Pink Rosé Festival

Cannes,France
7th Feb 2019
Click to view more

Green Awards 2018

Deadline : 26th October 2018

Rioja Masters 2018

Deadline : 26th October 2018

Click to view more

The Global Sparkling Masters 2018

As with all of the drinks business awards, our judging panel is comprised of Masters of Wine, Master Sommeliers and senior buyers making the competition globally renowned.

Champagne Masters 2018

Enter your wines into the Champagne Masters 2018, the only blind competition dedicated to Champagne in the UK.

Click to view more