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.

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