Santo Spirits

What Santo Spirits does

Santo Spirits, operating through Los Santos LLC, is an ultra-premium tequila brand founded in 2019 by Rock and Roll Hall of Famer Sammy Hagar and celebrity chef Guy Fieri. The company produces a portfolio of 100% additive-free, 100% Blue Weber agave spirits including Blanco ($51.99/750ml), Reposado ($58.99), Añejo aged an average of 24 months in American white oak barrels ($76.99), and Mezquila, the world's first tequila-mezcal hybrid blend of Blue Weber agave tequila and Espadin agave mezcal ($71.99). A high-proof 110 Blanco expression and a $175 trio bundle round out the offering. Production is fully outsourced to Distilleria Unión (NOM 1662) at the second highest elevation in the Jalisco Highlands, where traditional brick oven agave roasting, copper and stainless-steel column double distillation, American white oak barrel aging, and a gravity-fed process are used; the distillery works with a single local agave farmer and the agave is left in the ground for at least eight years pre-harvest.

The business model is asset-light and vertically decentralized: Los Santos LLC holds the brand and trademarks (Santo Fino, cross logo) and operates from a San Diego, California corporate headquarters, with import and back-office functions handled through Las Vegas, Nevada. Route-to-market combines (i) direct-to-consumer e-commerce through shop.santospirits.com on Shopify, with checkout and fulfillment run by Speakeasy Co. and Keg N Bottle as the licensed third-party retailer, (ii) exclusive US importation by Shaw-Ross, (iii) named retail accounts including Luekens Wine & Spirits in Florida and Lee's Liquor/Lee's Discount Liquor and Smith Food & Drug in Nevada, and (iv) online marketplaces including ReserveBar, Uber Eats, and Instacart. A first consumer brand experience opened in Cabo San Lucas, Mexico in 2023, and a secondary merchandise stream is run through santospiritsshop.com.

The company serves three primary end-customer segments: premium spirits enthusiasts seeking additive-free tequila for sipping or premium cocktails, gift and occasion buyers drawn to celebrity-backed and award-recognized SKUs, and the hospitality industry (bars and restaurants) sourcing ultra-premium tequila for cocktail programs. Marketing is anchored on the founders' personal brands and social media presence, an extensive cocktail recipe content library on the corporate site, and earned media coverage in outlets including CNN, Forbes, Robb Report, Food & Wine, the New York Times, Rolling Stone, and USA Today Sports. Distribution is currently restricted from shipping to MA, MI, MS, SC, TN, MT, AL, UT, and AR, and the company operates with a headcount of approximately 8 employees.

Name

Santo Spirits

Legal name

Los Santos LLC

Website

https://santospirit.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

1–10 employees

Short description

Santo Spirits (Los Santos LLC) is an ultra-premium, 100% additive-free tequila brand founded in 2019 by Sammy Hagar and Guy Fieri, producing Blanco, Reposado, Añejo, Mezquila, and 110 Proof Blanco at Distilleria Unión in Jalisco, and selling via DTC e-commerce, retail partners, and online marketplaces to premium spirits enthusiasts, gift buyers, and the hospitality industry.

Ownership category

akta.pro rank

Product category

Premium Tequila

NAICS

Distilleries (312140), Beer, Wine, and Liquor Retailers (4453), Wine and Distilled Alcoholic Beverage Merchant Wholesalers (42482)

SIC

Beverages (2080), Wholesale-Beer, Wine & Distilled Alcoholic Beverages (5180)

akta.pro primary industry

Distilled Spirits Production & Distilling (AFAFAAAC)

akta.pro secondary industries

Spirits Distilling & Brands (CRADAIAC), Spirits/Cocktail Bars Operated by Producers (THAFALAJ)

Keywords

• Premium tequila production
• Additive-free tequila
• Blue agave spirits
• Mezcal tequila blend
• Celebrity-founded tequila brand

Headquarters

HQ city

San Diego

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Others

Revenue model

1. Tequila Product Sales: Direct consumer sales of ultra-premium tequila products including Blanco, Reposado, Añejo, and Mezquila expressions through e-commerce. Also distributed through retail partners and marketplace platforms.
2. Merchandise Sales: Santo branded merchandise sold through a dedicated merch store (santospiritsshop.com) including apparel and accessories.

Pricing tiers

Go-to-market motion2 records

Distribution channels7 records

Marketing channels7 records

Core offering

Santo Spirits produces and sells ultra-premium 100% Blue Weber agave tequila under multiple expressions (Blanco, Reposado, Añejo, Mezquila, and 110 Proof Blanco), with all products certified 100% additive-free. The spirits are crafted at Distilleria Unión (NOM 1662) in the Jalisco Highlands using traditional slow-roasting, copper column distillation, gravity-fed processing, and American white oak aging. Distribution spans direct-to-consumer e-commerce, retail partners in Florida and Nevada, and third-party marketplaces including ReserveBar, Uber Eats, and Instacart.

Product overview

Santo Spirits is an ultra-premium tequila brand founded by Sammy Hagar and Guy Fieri, offering a portfolio of 100% additive-free spirits crafted from 100% Blue Weber agave. The core product line includes four distinct expressions: Blanco (unaged, crisp and complex), Reposado (rested 4-5 months in oak), Añejo (aged 24 months in American white oak), and Mezquila (the world's first tequila-mezcal blend combining blue Weber agave tequila with Espadin mezcal). A high-proof variant, 110 Proof Blanco, rounds out the portfolio for consumers seeking maximum intensity. All products are produced at Distilleria Unión in the Jalisco Highlands using traditional methods including brick oven roasting, copper and stainless-steel column still distillation, and gravity-fed production. The brand positions itself as a clean-label alternative to the estimated 90%+ of tequilas containing additives.

Differentiator

Problem solved

Functional benefit

Products and services

• Santo Tequila Blanco Ultra-premium 100% Blue Weber agave blanco tequila, certified 100% additive-free, with crisp, complex flavors of lemon zest, dried apricot, pepper, dry hay, and praline and a silky finish. Suitable as a sipping tequila and cocktail-ready. Awarded 93 points by Chilled 100 and Gold Medal/92 points by Beverage Testing Institute in 2022.
• Santo Tequila Reposado Ultra-premium 100% Blue Weber agave reposado tequila rested four to five months in American white oak barrels, certified 100% additive-free. Aromas and flavors of banana, pineapple, green papaya, lime, peanut, sesame, and Thai basil with a satiny medium body and hints of oak. Awarded 95 points by Ultimate Spirits Challenge in 2023, 94 points by Chilled 100, and Gold Medal.
• Santo Tequila Añejo Ultra-premium 100% Blue Weber agave añejo tequila aged an average of 24 months in American white oak barrels, certified 100% additive-free. Aromas of clove, grapefruit peel, golden pineapple, tobacco resin, and vanilla with a long-lasting finish of peppery cedar, dried desert sage, and juicy green melon. Awarded Gold Medals at the San Diego Spirits Festival International Spirits Competition and Concours d'Spirits Competition in 2023.
• Santo Mezquila The world's first mezquila, a pioneering blend of 100% Blue Weber agave tequila and 100% Espadin agave mezcal. Features smoky mezcal character balanced with tequila smoothness, with aromas and flavors of lime, mesquite, grilled pork belly, and smoky notes. Certified 100% additive-free. Awarded 94 points by Beverage Testing Institute in 2022.
• Santo 110 Proof Blanco High-proof blanco tequila bottled at the maximum proof allowed for tequila (110 proof/55% ABV). Bold, brash expression with green pepper, jalapeño, lime, and sweet agave notes. Certified 100% additive-free. Designed for well-balanced cocktails or serving over ice with water for consumers seeking maximum intensity.
• Santo Tequila Trio Bundle Bundle of Santo Blanco, Reposado, and Añejo expressions priced at $175 USD (sale price, regularly $181.97 USD). Allows consumers to explore the core tequila range at a discount compared with purchasing individually, and serves as a gifting or sampling format.
• Santo Branded Merchandise Santo-branded merchandise sold through santospiritsshop.com, including apparel and accessories for consumers and fans of the brand.

Quantifiable outcome

• 93-95 Points across multiple expressions
• +2 more outcomes

Named customers6 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration9 records

Feature4 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• Shaw-RosscoreChannel Partner/ Reseller/ DistributorShaw-Ross is the exclusive importer of Santo Tequila and Mezquila products as stated in the Terms of Service. They handle the importation of Santo Spirits products into the United States.
• Speakeasy Co.coreChannel Partner/ Reseller/ DistributorSpeakeasy Co. processes and fulfills alcohol orders for Santo Spirits through their e-commerce platform (shop.santospirits.com). They handle the checkout functionality as a licensed third-party retailer on Keg N Bottle. Speakeasy Co. is currently redesigning their website for WCAG digital accessibility compliance.
• Keg N BottlecoreChannel Partner/ Reseller/ DistributorKeg N Bottle is the licensed third-party retailer that processes and fulfills all alcohol orders for Santo Spirits. All alcohol orders are processed and fulfilled through this partner.
• Distilleria UnióncoreOEM/ Whitelabel/ Licensing PartnerDistilleria Unión (NOM 1662) is the state-of-the-art distillery in the Jalisco Highlands where Santo Spirits products are crafted. Located at the second highest elevation in the region, the distillery harnesses gravity throughout production. They work hand-in-hand with a single trusted local farmer to source Blue Weber agave.
• ReserveBarminorChannel Partner/ Reseller/ DistributorOnline spirits marketplace partner offering Santo Spirits products to consumers.
• Uber EatsminorChannel Partner/ Reseller/ DistributorFood delivery platform partner enabling consumers to order Santo Spirits products for delivery.
• InstacartminorChannel Partner/ Reseller/ DistributorGrocery delivery platform partner enabling consumers to order Santo Spirits products from retail partners for delivery.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Clase Azul: Ultra-premium tequila sold in distinctive hand-painted decanters at $100+ price points. Santo's Añejo and Mezquila overlap with Clase Azul on gifting, ultra-premium pricing, and decorative-bottle presentation targeting the same affluent occasion-buyer.
• Teremana Tequila: Dwayne 'The Rock' Johnson's celebrity-backed tequila (Blanco, Reposado, Añejo) with strong DTC and retail presence. Competes with Santo on celebrity-driven awareness and premium-but-accessible positioning, leveraging a similar founder-led organic marketing playbook.
• Cincoro Tequila: Ultra-premium tequila co-founded by a group including Michael Jordan and other NBA owners. Competes with Santo directly in the celebrity-driven ultra-premium tier, with multiple expressions at $70+ price points and a focus on gifting and special occasions.
• Código 1530: George Strait-backed premium tequila produced in the Jalisco Highlands. Competes with Santo on celebrity endorsement, traditional additive-free production methods, and ultra-premium positioning.
• Casa Dragones: Small-batch ultra-premium sipping tequila positioned for luxury gifting and on-premise placement, with comparable per-bottle price points to Santo Añejo and a focus on craftsmanship narratives.
• Casamigos: Founded by George Clooney and acquired by Diageo, Casamigos is the archetypal celebrity-backed ultra-premium tequila. Santo Spirits competes with it head-to-head on celebrity credibility, additive-free positioning, ultra-premium pricing, and the Blanco/Reposado/Añejo SKU structure.
• 818 Tequila: Kendall Jenner's celebrity-backed tequila brand offering Blanco, Reposado, and Añejo with additive-free credentials at premium price points. Targets the same premium/cocktail-and-sip consumer as Santo and competes for the same bar/restaurant placement.

Emerging players

• Calirosa Tequila: Adam Levine and Behati Prinsloo-backed tequila brand with Cristalino, Reposado, and Añejo expressions. Smaller celebrity-backed entrant at comparable ultra-premium price points to Santo, competing for on-premise and gifting occasions.

Broad incumbents

• Patrón: Bacardi-owned premium tequila with broad global distribution and a portfolio spanning Blanco to ultra-premium expressions. Competes with Santo on shelf placement, on-premise visibility, and consumer association of 'real tequila' quality.
• Don Julio (Diageo): Established mass-premium-to-ultra-premium tequila portfolio owned by Diageo that competes with Santo across price tiers — particularly Don Julio 1942 at the ultra-luxury end. Same target consumer and on-premise placement channels.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/santo_spirit
• YouTubeyoutube.com/@santospirit5208
• Instagraminstagram.com/santospirit
• LinkedInlinkedin.com/company/santo-spirit

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Santo Spirits