Carlos Santana Partners with Casa Noble Tequila

Casa Noble Tequila proudly announced that music icon Carlos Santana has joined the Board and is now one of the owners of the brand.  Both Casa Noble and Carlos Santana share a vision and a passion for excellence, and will join together to inform the world about Casa Noble tequila, its rich history, traditions, and future. This new 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.

The journey began with Carlos Santana’s constant desire to connect and discover other people who share his roots, values, and vision in business. Born in Jalisco, Carlos acquired a natural passion for the heritage of the Tequila culture. Recently, Carlos had the opportunity to meet with Jose “Pepe” Hermosillo, founder of Casa Noble, which led to a fascination with the company’s philosophy and history. Pepe and Carlos visited the Casa Noble distillery, one of the oldest distilleries in Mexico dating back to the 1700s. While there, Carlos found integrity and respect for tradition, for Mother Nature, and for the product itself; on June 29, 2011 the partnership was formed.

“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. “We have been exploring this partnership for some time. 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. They strive for excellence and don’t take shortcuts.”