And I didn’t even know it was on the market!
It seems that Skyy Spirits has bought a controlling share of Sammy Haggar’s iconic top-shelf tequila brand. Sammy kept twenty percent for himself and hopes that this deal will help improve distribution of Cabo so more people can have “a shot at the best tequila on the planet.”
It doesn’t look like the Cabo Wabo Cantina in Cabo San Lucas is affected by the deal.
Love it or hate it, it’s impossible to ignore the impact that Cabo Wabo has had on the tequila market. Haggar managed to make being snooty about tequila cool.
Personally, I’ve never tried Cabo. I’m a big fan of 100% agave tequila and can’t say for sure why I’ve never picked up a bottle. The wildly mixed reviews are probably a result of it being Haggar’s tequila. Haggar fans and inexperienced drinkers who might never have had proper tequila are willing to give it a try because Sammy makes it, although I doubt that he spends a lot of time out in the fields. The first taste of 100% agave is always a revelation and even average agave tequila is far superior the grain alcohol mixture that’s often passed off as tequila so Cabo must seem pretty exciting to these drinkers.
On the other hand are the tequila snobs who refuse to get swept up in the hype. Cabo Wabo doesn’t stand a chance with these tequila lovers. Even if it’s the best in the world, they would probably only grudgingly admit that it’s drinkable.
It will be interesting to see what happens to the brand when Skyy takes in over next January.