Legendary guitarist and Rock & Roll Hall of Famer Carlos Santana is joining the board and has become part owner of Casa Noble Tequila, the brand announced yesterday.
"We have come together because I love the Tequila," said Santana. "Passion, dedication and integrity is what attracted me to Casa Noble Tequila. I feel at home with my new family at Casa Noble. They strive for excellence and don’t take shortcuts. Just like the music of Santana, one note or one drop … they are the same thing. You have to feel each note from your heart. Casa Noble and my family have the same origin -- Jalisco, Mexico. My family roots date back to the 1700’s in Jalisco. My father is a Huichol Indian. When I visited the distillery, I immediately felt spiritually connected to the Hermosillo family and Casa Noble. Together we celebrate the gift of life and all of the blessing that come with it. Together we can all make a difference in the world."
"Santana’s love for the spirit of Casa Noble and his commitment to this new partnership is exciting for everyone involved with our brand," said Casa Noble CEO Jose Hermosillo. "Santana’s personal philosophy of quality and integrity in the pursuit of perfection is synonymous with the Casa Noble brand of fine ultra premium Tequilas.”
Casa Noble Tequila is well-regarded both within the industry and amongst tequila enthusiasts. It was the second tequila brand to receive organic certification: No chemicals are used in the cultivation of its blue agave or in its distilling process. An on-site treatment plant allows the distillery to transform waste liquids and solids into useful compost or ph balanced liquid that won't ruin the soil. The brand has garnered praise in spirit competitions and in the food/spirits press; most recently listed by GQ (Mexico) as one of the top 7 tequilas, alongside well-established premium brands Patron and Don Julio.
While details of the deal were not made public, Santana will share ownership in the company and, according to the Casa Noble press release, "is invested in a long-term commitment to the continued growth of the brand."
“We anticipate Santana’s fans all over the world will share not only his passion for music but also his passion for Casa Noble Tequila,” said Hermosillo.
Santana is not the first musician to back a tequila brand. Other brands aligned with famous music industry luminaries include Cabo Wabo (Sammy Hagar), 901 Silver (Justin Timberlake), Pura Vida (Billy Gibbons), and Tres Rios (Vince Neil).
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