|Santana at Casa Noble|
In a statement on his official website, the Grammy Award winning guitarist said he was drawn to the company -- which dates to the late 1700s -- because of his love for tequila, saying, "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."
Santana's family roots date back to Jalisco, the Mexican state where tequila first began being produced and where most of it still is produced.
"When I visited the distillery, I immediately felt spiritually connected to the Hermosillo family and Casa Noble," he wrote, noting that he will have a "hands-on role" in the company.
Jose Hermossilo, CEO of Casa Noble, said, "The linkage between Casa Noble and Carlos Santana will create broader recognition that Casa Noble's triple distilled, organically certified tequila is truly one of the finest ultra-premium spirits."
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