The spirits industry has been pretty good to Sammy Hagar over the years, and heâ€™s just added a new alcoholic venture to his portfolio â€” with an assist from Maroon 5 frontman Adam Levine.
USA Today reports that Hagar and Levine have teamed up to produce and market what the duo has dubbed the worldâ€™s first mezquila â€” a blend of the agave-based liquors mezcal and tequila. As Hagar told the paper, they hatched the idea while discussing Hagarâ€™s initial plans to bring a premium mezcal to market.
While Hagar was enthusiastic about mining untapped demand for mezcal â€” a drink whose smoky character, as he puts it, makes you “feel like you smoked a cigar” after “three or four shots” â€” Levine preferred tequila. Hagar, having already made millions with his Cabo Wabo Tequila and skeptical of anyoneâ€™s ability to muscle their way into a crowded market, knew they needed something different. They ended up blending the two spirits and meeting halfway. The result: Santo Mezquila.
“When we came up with that name â€” mezquila â€” the whole road opened up”, Hagar recalled. “We know what weâ€™re going to do. Itâ€™s the first mezquila. Weâ€™ve invented a new product. â€¦ It comes on like tequila and you smell a little bit of smoke in it, but is toned down to where you get a sweet finish. Itâ€™s taking tequila to another level. When you blend the two you get a higher spirit, a brand new taste”.
Santo Mezquila joins Sammyâ€™s Beach Bar Rum on the Hagar-affiliated roster of currently sold spirits. Itâ€™s Levineâ€™s first foray into the field; as he told USA Today, heâ€™d had offers to endorse various brands before, but his friendship with Hagar â€” cemented during Hagarâ€™s stint as a mentor to Levineâ€™s team on the most recent season of The Voice â€” convinced him “thereâ€™s no one better, aside from the fact we get along famously and instantaneously, to jump on board with than this guy”.