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Santana Takes A Shot At New Business Venture

Monday, July 18th 2011 01:00

The guitar legend is moving into tequila

Undercover News reports that Santana is swapping his trademark guitar licks for salt licks in a deal that will see him own part of notable tequila firm Casa Noble Tequila.

"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."

"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."

(Undercover News)

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