Mexican singer Luis Miguel has joined agave-based spirits producer Casa Don Ramón as a shareholder.
Miguel has taken an undisclosed stake in Don Ramón, a brand founded in 1996 that produces Tequila and mezcal.
The singer, whose career spans 40 years, is currently on the second part of his world tour, where he is performing in cities such as New York, Las Vegas, Toronto and Barcelona. Miguel will promote the brand in every city he performs in.
Don Ramón says Miguel’s music – which is inspired by Mexican culture – aligns with the brand as they ‘share the vision of contributing to the cultural wealth and heritage of his nation’.
Miguel is often referred to as ‘El Sol de Mexico’, and Don Ramón adds that he plans to make the brand ‘the number one Tequila company with great innovations’.
Casa Don Ramón’s Tequila is distilled from 100% Blue Weber agave and the brand describes it as a sipping Tequila with a ‘long finish meant for easy sipping and exquisite cocktails’.
Last July, the brand introduced a tamarind-flavoured Tequila into the US market, which had a ‘bright and slightly spicy’ taste with ‘delicate’ notes of tamarind. The flavour initially debuted in Mexico in 2021.
The partnership with Miguel isn’t the first time Don Ramón has tapped into celebrities – in 2020, it named former James Bond star Pierce Brosnan as its global spokesperson.
Celebrities in general, such as George Clooney and Dwayne ‘The Rock’ Johnson, have found a lot of joy in backing Tequila brands.
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Author: Rupert Hohwieler