spirits

Cabo Wabo Takes 'Thicker Cut of Life'

Cabo Wabo Tequila has launched a new umbrella brand campaign dubbed “A thicker cut of life,” starting with a grilling-themed summer campaign.  

Cabo, which was founded by rock musician Sammy Hagar, says the umbrella campaign’s theme derives from the tequila’s practice of taking a thicker cut of the distillate during production to achieve a bold, “agave forward” taste.  

The first phase of the new campaign features Myron Mixon (“the winningest man in barbecue”), his son Michael and other grill masters around the country. The message is that grilled food goes perfectly with Cabo Wabo because they both have “unapologetically bold” flavor. 

The grill masters are offering their advice through folksy, humorous  videos. The campaign also includes social media, digital advertising, live events in target markets, and on- and off-premise promotions.

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Myron Mixon leads the Jack’s Old South Competition Bar-B-Que Team, is a three-time world barbecue champion, stars in three shows for Destination America, and authored a New York Times bestselling cookbook. Son Michael Mixon is the youngest professionally-ranked barbecue pitmaster in the world.

The other BBQ masters featured in the campaign are Ray Lampe (“Dr. BBQ”); Jason Day (founder of BBQAddicts.com); and Cincinnati-based chef and restaurant owner Daniel Wright.

Cabo Wabo Tequila is owned by Campari America, which is a wholly owned subsidiary of Davide Campari-Milano S.p.A.

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