Jose Hermosillo, Chairman and CEO, Casa Noble Tequila proudly announced today that music icon Carlos Santana has joined the Board and is now one of the owners of the brand. This new organizational change will allow Santana to be involved in the continued development of the brand which is already recognized as one of the finest handcrafted spirits in the world.
“Santana’s love for the spirit of Casa Noble and his commitment to this new partnership is exciting for everyone involved with our brand,” says Casa Noble CEO Jose Hermosillo. “Santana’s personal philosophy of quality and integrity in the pursuit of perfection is synonymous with the Casa Noble brand of fine ultra premium Tequilas.”
“The linkage between Casa Noble & Carlos Santana will create broader recognition that Casa Noble’s triple distilled, organically certified tequila is truly one of the finest ultra premium spirits” says Hermosillo. “We have been exploring this partnership for some time. This is a natural synergy; Casa Noble Tequila is deeply rooted in the pursuit of quality, craftsmanship and tradition. Santana through his life and his music has dedicated himself to those same values which are the key motivators behind this alignment.”.
“We have come together because I love the Tequila,” Carlos Santana said. “Passion, dedication and integrity is what attracted me to Casa Noble Tequila. I feel at home with my new family at Casa Noble. 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. You have to feel each note from your heart. Casa Noble and my family have the same origin— Jalisco, Mexico. My family roots date back to the 1700’s in Jalisco. My father is a Huichol Indian. When I visited the distillery, I immediately felt spiritually connected to the Hermosillo family and Casa Noble. Together we celebrate the gift of life and all of the blessing that come with it. Together we can all make a difference in the world.”
While the details of the deal were not made public, the partnership for Mr. Santana shares ownership in the company and a long-term commitment to the continued growth of Casa Noble and its family of fine ultra premium tequilas. “We anticipate Santana’s fans all over the world will share not only his passion for music but also his passion for Casa Noble Tequila,” said Hermosillo.