In the crowded tequila market, Santo Spirits is staking its claim on the quality of its 100% certified additive-free tequilas.

The new packaging and ad underscore the campaign's push: "A Reputation Earned." The new "Reputation" builds on the founders' philosophy: "Go Bold or Go Boring." The initiative means crafting the brand story, while overhauling its visual identity.

Santo Tequila is the product of rock musician and spirits entrepreneur Sammy Hagar and partner-chef Guy Fieri. Santo’s agave expressions are handcrafted in small batches sustainably sourced with 100% Blue Weber agave.

Creative is courtesy of Louisville, KY-based Price-Weber, which handles all marketing and advertising efforts beginning this month in the U.S; international efforts kick off later this year. The campaign runs primarily through paid social media ads and on point-of-sale and merchandising assets. A new site is optimized for ecommerce. Throughout 2024, the brand will boost paid search, paid social and pulses of strategic digital ads.

The campaign will be amplified at events led by Sammy Hagar and Guy Fieri, including Hagar's upcoming "The Best of All Worlds"  tour and Fieri's Flavortown Tailgate at the Super Bowl. 

The new packaging was developed by Hagar's creative collaborator Todd Gallopo's design agency Meat and Potatoes of Los Angeles. Santo Spirits credits the contemporary revamp, which began in late fall 2023, with driving a 42% increase in orders for its tequila lineup and Mezquila, a tequila/mezcal blend.

“Our target audience is made up of discerning but down-to-earth tequila fans who are seeking authentic, additive-free tequilas made with tradition in mind. They are hard-working, loyal, natural entertainers, and a little mischievous. We also have an incredible base of millions of consumers who are longtime fans of Sammy and Guy. The thing that unites them and the brand is that we all believe that life is better when it's lived out loud,” Ana Kornegay, vice president of marketing at Santo Spirits, told Agency Daily.

Santo Spirits was founded in 2017. The tequila is made at the El Viejito Distillery, founded in the Highlands of Jalisco, Mexico in 1937 and helmed by a third-generation distiller.

The Santo portfolio also includes Santo Tequila Blanco, Santo Tequila Reposado, Santo Tequila Añejo and Santo Tequila Blanco 100.

Distilled Spirits Council of the United States reported that tequila/mezcal sales were up 17.2%, totaling $6 billion in 2022.