5 minute read
SAMMY HAGAR & GUY FIERI: SANTO
Sammy Hagar Sammy Hagar
28
Guy Fieri Guy Fieri
Santo Santo
Tequila, Rum, Tequila, Rum, Rock, and Cans Rock, and Cans
Sammy Hagar brings rock ‘n’ roll spirits
By Debbie Hall
Cover photo by Philip Faraone Photos courtesy of WickedCreative, David Becker and Gabe Ginsberg with Getty Images Rock & Roll Hall of Famer and spirits entrepreneur Sammy Hagar (redrocker.com) rocks his audience, whether performing his music or launching a successful lifestyle brand encompassing successful restaurants, bars, spirits, and retail. His lifelong passion for great food, music, and spirits into as well as continuing to be one of rock music’s most dynamic and prolific artists, demonstrates the legacy of Hagar.
During the 2021 Nightclub & Bar show (renamed Bar & Restaurant Expo) held in Las Vegas, Hagar wowed fans at during his armchair conversation and Q&A. Hagar unveiled plans for Sammy’s Beach Bar Cocktail Co. (his first ready-to-drink product line), Santo Spirits (tequila and Mezquita portfolio with Guy Fieri) (santospirit.com/home), and his award-winning Beach Bar Rum (sammysbeachbarrum.com) with a partnership with Grammy Award-winner Rick Springfield, (who joined him at the convention). In addition, he shared his spirits expertise and story behind his foray into the industry nearly two decades ago with the legendary creation of Cabo Wabo Tequila.
“I had so much fun building Cabo Wabo, and I learned so much from owning that brand for so long,” says Hagar during his conversation. He was very hands-on in every facet in the building of Cabo Wabo, from selecting the bottle to building the barrels. “I want to apply my knowledge to another tequila. Agave is my favorite spirit in the world,” he says.
He then spoke about his longtime friendship with Emmy Award-winning chef and restaurateur Guy Fieri and how they met.
“When Guy opened his first restaurant, he sold the most Cabo Wabo tequila in northern California,” explains Hagar. Fieri won a contest as a vendor to meet Hagar backstage at one of Hagar’s concerts. “I had an autographed guitar to give to him. When he walked in, we immediately became buddies.” After Hagar performed his concert, he walked backstage to see that Fieri had laid out his sushi on the guitar to be served to Hagar.
The two would party in Cabo San Lucas with great food, a lot of tequila, and the search for a taste revelation (a higher spirit). Hagar used his history of making world-renowned tequila combining his talents with Fieri’s world-famous taste buds with Juan Eduardo Nuñez, the third-generation virtuoso master distiller from the famed distillery El Viejito in the highlands of Jalisco, Mexico. Together, they brought to life the portfolio of Santo spirits; Santo’s Tequila Blanco, a sinfully smooth old-world style tequila Blanco, and an oak-aged reposado.
After Hagar sold Cabo Wabo tequila in 2017, Fieri expressed an interest in partnering with Hagar if he ever decided to produce tequila again. Hagar did offer the opportunity to partner in his rum venture, but Fieri was only interested in tequila. In 2017, Hagar created Santo Mezquila, the World’s first tequila and mezcal hybrid blend. Santo Mezquila, the World’s first tequila-mezcal hybrid. In 2019, he joined forces with Fieri to expand the Santo brand with the launch of Santo Tequila Blanco, a premium old-world style tequila.
After the first try with reposado, they replaced the barrels, and they took over a year to perfect the reposado’s flavor profile. Now they are aging their añejo with plans to distribute later this year, depending on its taste. We want to make the best tequila for the right price.”
As his favorites, “If I asked to choose one tequila drink, I would have to say a margarita, although a mojito is a close second. I really see the evolution of tequila now.”
However, Hagar likes to make his margaritas using his white rum, saying that using agave has a bite while sugar cane makes the drink sweeter.
The RTD market has exploded, and Hagar is ready to join with his Sammy’s Beach Bar Cocktail Co. line. “At first, I didn’t like the taste and didn’t want to compete. But it was brought to my attention that this market will expand with spirits, so I have worked on my product line.”
The RTD line offers four different canned sparkling rum cocktails, including Tangerine Dream, Pineapple Splash, Island Pop, and Cherry Kola Chill, which is gluten-free and 5.5 percent alcohol. The product line is scheduled to debut in early fall, and Sammy’s Beach Bar Cocktail Co.’s sparkling rum cocktails will be offered during Hagar’s new residency, Sammy & Friends, at The STRAT Hotel, Casino & SkyPod (tickets.thestrat.com/SammyHagar). His new residency will include performances by Hagar’s Supergroup, The Circle, featuring Michael Anthony (Hagar’s
longtime guitar virtuoso and bandmate), Jason Bonham (Grammy award-winning drummer), and Vic Johnson with special guests. The intimate 800-capacity STRAT Theater will be designed to capture the beach vibe Hagar’s synonymous with, including elements of his famed Cabo Wabo Cantina in Cabo San Lucas, home to his epic annual birthday bash.
At the expo, Hagar was joined by Rick Springfield, his partner in Beach Bar Rum. The rum range from the trio features three Puerto Rican made expressions, including Kola Spiced Rum (a basic white rum) and Red Head Macadamia Nut Rum.
His flagship Cabo Wabo Cantina in Cabo San Lucas, Mexico, launched in 1990 with the growth of several outlets. Hagar’s brand includes Sammy’s Beach Bar and Grill restaurants, Cabo Wabo Tequila (sold in 2017), and Sammy’s Beach Bar Rum.
Hagar broke into the music industry with the seminal hard rock band Montrose. He has enjoyed a multiplatinum solo career, the frontman of Van Halen, Chickenfoot, and his latest group, The Circle, Hagar has amassed 25 platinum albums with sales surpassing 50 million worldwide. His rock anthems include songs “I Can’t Drive 55,” “Right Now,” and “Why Can’t This Be Love.” Hagar is also a dedicated philanthropist, and two-time New York Times best-selling author.
