A little while ago I wrote about Toby Keith‘s recent involvement in the world of Mezcal, I also mentioned that Carlos Santana signed up with Casa Noble and somewhere in there I also mentioned Sammy Hagar and Cabo Wabo Tequila. While a lot of aficionados don’t take this involvement all to serious, some do. What are the benefits of getting a celebrity face associated with your product? Lately we have seen Bruce Willis together with Sobieski vodka and so on. How does this benefit a brand? And which crowd comes with it? If one wants a serious marketing, focusing on the quality of the product, heritage and so on, why put a famous face on it instead of the founder of the company for example, doesn’t that bring with the wrong crowd? All of a sudden people drink Justin Tiberlake’s new Tequila because it is Justin, they don’t give a flying crap about what is in the bottle, as long as it is, stylish, trendy and expensive. Is this going in the right direction? Well we might sell a bit more Tequila, but to what price? Cabo Wabo used to be great, and now… Here is a recent rating of a few Tequila’s with famous partners. At least the only involved Mexican got a good palate, and is indeed a well worthy winner of this test.