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News Briefs for February 9, 2017

February 9, 2017

•Ten years after selling his Cabo Wabo Tequila brand to Campari, rock musician Sammy Hagar is preparing to launch a Tequila-Mezcal hybrid brand called Santo. Hagar has partnered with fellow musician Adam Levine of Maroon 5 to debut Santo Mezquila, which will retail at $55 a bottle and is initially rolling out this spring to select markets including Nevada, California, New York, Texas and Florida. Santo Mezquila (80 proof) is a blend of two distillates, the 100% blue agave commonly used for Tequila, and Espadin agave, more often used for Mezcal.

•Dulce Vida Tequila, acquired by Deep Eddy co-founders Eric Dopkins and Chad Auler last year, has big expansion plans for 2017. The brand, which is currently in 10 U.S. markets and sells about 25,000 cases annually, expects to add as many as 15 new states this year, including New York, Massachusetts, Maryland, Wisconsin, Michigan and others. Dulce Vida’s existing footprint covers key markets like Texas, California, Florida, Arizona, Illinois, Nevada and Georgia among others. Dulce Vida’s lineup includes both 80-proof and 100-proof Tequilas ($30-$45), as well as a 70-proof flavor range including Lime and Grapefruit entries ($20). Dopkins and Auler market Dulce Vida through their Austin, Texas-based Milestone Brands company, whose portfolio also includes American Born Moonshine.

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