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Santana Liquors-Up

Jimmy Buffett and Sammy Hagar have company in the Rock Tequila ranks.  Carlos Santana who, like the others, has eateries in his branded portfolio, has bellied up to the bar with Casa Noble Tequila.  The Mexican adult beverage company hails from Jalisco, where the guitarist has multiple generations of family.  Carlos suggests his deal with the spirits maker has as much to do with that as his bottom line, saying he '...immediately felt spiritually connected' to the brand and the family that owns it when he visited the distillery.  The guitarist also demonstrated he's as smooth with a commercial pitch as he is on the fret board when he managed to equate his dedication to music with the craftsmanship that goes into the beverage. 'We have come together because I love the tequila... 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.'  In addition to becoming a brand owner, Santana will join the Casa Noble board. Shots for everyone!


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