Santo Spirits is unveiling an all-new look and feel for spirits visionary Sammy Hagar’s and partner Guy Fieri’s popular additive-free tequila brand, in partnership with PriceWeber. Dubbed “A Reputation Earned,” the bold creative, will serve as the foundation across all marketing and advertising efforts beginning this month in the U.S., followed by international markets later this year.

To build upon the brand’s contemporary new package design in the fall of 2023, Santo turned to PriceWeber to help accelerate its momentum. The revitalized brand campaign is inspired by a new brand promise and marked by the debut of a dynamic website, a refreshed visual identity, and engaging branded content, all designed to elevate and amplify Santo’s presence in the market. As an extension of the new positioning, which embodies the uncompromising values and emboldened attitude of the tequila and its founders, the Santo Spirits website launches with a strategic eye toward expanding awareness and e-commerce growth.

“When Santo came to PriceWeber, the assignment was to overhaul the brand positioning to align more precisely with the boldness and sophistication that is authentic to the tequila and its founders – Sammy and Guy. Through our research and positioning work, we discovered a juxtaposition of audacity and elegance that was not only true to Santo but distinctive within the tequila category,” said Robert Trinkle, Senior Vice President and Account Director with PriceWeber. “Just over one year ago, we proposed a new brand promise, “Santo affirms that life is better lived out loud.” From there, we could see the path forward and the work flowed beautifully. This website launch is a culmination of so much strategic and creative energy.”

This new brand campaign marks a significant step in the revitalization of Santo Spirits’ brand positioning and narrative, surfacing and embracing the founders’ own philosophy: “Go Bold or Go Boring,” and that Santo represents “A Reputation Earned.” The body of work encapsulates Sammy and Guy’s mission to redefine what consumers should expect from ultra-premium tequila and delivers on the founders’ vision to create a traditional, agave-forward tequila crafted with time-honored methods that preserve the heritage of bold tequila as it was first crafted in Mexico centuries ago. The initiative includes a redefining of the brand values and promise, crafting the brand story, a thorough visual identity overhaul, the development of brand guidelines, and the creation of compelling branded video content and photography, all stemming from a series of shoots within the PriceWeber beverage studios and on location with Sammy and Guy.

“As we venture into this exciting phase of growth, we believe the brand refresh is pivotal for Santo Spirits. It’s not just about embracing change; it’s about drawing closer to those core brand truths and the consumers,” said Ana Kornegay, Vice President of Marketing at Santo Spirits. “This comprehensive revamp, from our positioning and brand story to the visual identity and website, reflects our broader commitment to innovation and excellence. We envision this transformation propelling us to new heights in the spirits industry, creating a momentum that resonates with our audience and sets Santo Spirits apart in the market.”

“Look, tequila is one hell of a crowded category right now, so you’ve got to find a way to stand out,” said Rock and Roll Hall of Famer Sammy Hagar. “I have always tried to do that by staying authentic and true to who I am as a performer and a tequila maker. If we can use the reputation I have tried to build over the last several decades to help people discover Santo Tequila, well then, let it rock.”

All Santo Spirits products, including Blanco, Reposado, Añejo and Blanco 110 Tequilas, as well as Mezquila, are available nationwide in the United States, including Puerto Rico, as well as in Canada and Japan, and through Carnival Cruise Lines and Army & Air Force Exchange Services. Visit Santo Spirits online at Follow the brand on Instagram, Facebook, Threads and X.

Tamara Davis Public Relations Director