Men's Journal

A new partnership with the Mexican distillery finds the Hall of Fame rocker returning to his roots.

by Blaine McEvoy

Carlos Santana — one of the world’s greatest living guitarists — has joined the board of Casa Noble Tequila, one of the finest Tequila makers in the world. “We have come together because I love the tequila,” says Santana, who is now one of the owners of the Tequila, Mexico-based brand.

“Santana’s philosophy of quality and integrity is synonymous with Casa Noble,” says chairman and CEO Jose Hermosillo. “Through his life and music, Santana has dedicated himself to those same values, which are the key motivators behind this alignment.”

Casa Noble’s family-owned distillery produces handcrafted, organic tequilas which are three-times distilled (most tequilas are only distilled twice) for additional smoothness and clarity.

“Casa Noble and my family have the same origin — Jalisco, Mexico,” says Santana, whose father is a Huichol Indian from the region. “My family roots date back to the 1700’s in Jalisco. When I visited the distillery, I immediately felt spiritually connected to Casa Noble.”