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Sammy Hagar going back into the tequila business
Sammy Hagar is going back into the tequila business, six years after selling the remaining 20% interest in Cabo Wabo Tequila to Gruppo Campari. His total take from the sale was $91 million.
This time out he is partnering with Adam Levine from Maroon 5, who has a home in Cabo San Lucas, Mexico. He has put together the original Cabo Wabo team and he hopes to launch his new line in the fall.
Sammy Hagar says, "It's gonna be called Santo, which means saint. So it's Saint, but I can't tell you the other name. But the product is gonna be a hybrid of agave. It's not just a tequila. And it tastes like tequila and it is tequila, but it's a mixture of some other things. And it's so bad ass. I can't tell ya, I can't tell ya. It's so good and it's so different and I'm gonna try to reinvent the game, you know."
Sammy is also retooling his Sammy's Beach Bar Rum. With the sugar cane industry on Maui dwindling, the Beach Bar Rum will be harder to come by, and could possibly go up in price. So he is developing a new line called Sammy's Island Rum.
"I'm looking around the country for other sugar cane and I'm gonna start developing one from, I think Puerto Rico is the one that I found that I think is the best, but you have to put some flavors and stuff into it. Cane is all about, it develops the dirt from the ground it's in, and when you have good clean pure dirt, it's clean pure rum and that's what Sammy's Beach Bar Rum is, from Maui. So that's gonna be smaller and smaller, harder to get, so I'm gonna make a more commercial brand that's better for mixing and stuff. But when you want to sip it straight on the rocks, you got to have Sammy's Beach Bar Rum. So, that's the idea with that."
And here's a little-known fact about Sammy and his love for Cabo San Lucas, Mexico. It all started thanks to a member of The Rolling Stones.
"Keith Richards had just gotten married down there in 1983 and I saw a picture. I saw an infinity pool and a cactus on a beach and I'm going, 'Desert, ocean, I'm there. Where is this place?' And next thing I know I had a place there where I was living. I bought a piece of property and I was building a cantina. It's like all dirt roads. My accountants thought I was crazy."
When Hagar opened his Cabo Wabo Cantina in Cabo San Lucas, he did so in partnership with the other three members of Van Halen, but he later bought out their shares.
Photo by Jackson Laizure/Getty Images