Carlos Santana has become the latest star to land his own tequila.
Santana has partnered with Casa Noble Tequila and has become a board member and owner of the brand, which is recognized as one of the finest handcrafted spirits in the world.
Casa Noble CEO Jose Hermosillo says, “Santana’s love for the spirit of Casa Noble and his commitment to this new partnership is exciting for everyone involved with our brand. We have been exploring this partnership for some time. This is a natural synergy; Casa Noble Tequila is deeply rooted in the pursuit of quality, craftsmanship and tradition. Santana, through his life and his music, has dedicated himself to those same values which are the key motivators behind this alignment.”
Carlos Santana adds, “We have come together because I love the 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.”
Santana reveals there’s also a connection to the place where he was born: “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.”
Santana joins Justin Timberlake and rocker Sammy Hagar among the stars who own their own tequila brand.