Published: January 29, 2013
The Red Rocker expands his liquor empire with a bold coffee-infused spirit
Sammy Hagar’s liquor business continues to grow, evolving far beyond his legacy as “The Red Rocker.” This time, Hagar has announced the latest addition to his Cabo Wabo lineup: Cabo Diablo, a coffee-infused tequila created for fans who want something darker, sweeter and unapologetically bold.
According to the brand’s official page, Cabo Diablo blends the sweet aroma of Arabica coffee, cocoa and dark vanilla with 100 percent blue agave tequila sourced from the highlands of Jalisco, Mexico. The result promises unmistakable smoothness balanced by the mischievous bite that defines Cabo Wabo.
Hagar first entered the tequila business in 1999, introducing Cabo Wabo to the U.S. market and quickly becoming one of the first rock stars to successfully turn alcohol into a lifestyle brand. Although he later sold his ownership stake to Campari, he remained the public face of the product, solidifying his role as a pioneer in the celebrity spirits boom.
In November 2011, Hagar expanded his portfolio with Beach Bar Rum, produced in Hawaii. The rum is now widely available throughout the United States and in select regions of Latin America, further cementing his entrepreneurial presence.
Hagar’s ventures reflect a pattern seen across modern rock culture: aging stars reinventing themselves through premium spirits, music branding and lifestyle licensing. But in Hagar’s case, his success arrived long before the current wave of celebrity distillers.
