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Santana, Tequila and Philanthropy—These are a Few of My Favorite Things
By Doug Singer
Named No. 15 on Rolling Stone’s “100 Greatest Guitarists of All Time,” winner of 10 Grammy awards, recipient of the 2009 Billboard Latin Music Awards’ Lifetime Achievement Award and Rock and Roll Hall of Fame honoree, Carlos Santana is most certainly music royalty.
Fresh off of receiving his Kennedy Center Honors Award in December, Santana took the stage for a once-in-a-lifetime event performing at Arena VFG in Guadalajara, Mexico, joined by some of Latin music’s biggest and brightest stars including Gloria Estefan, Lila Downs, Juanes, Miguel, Niña Pastori, Romeo Santos and Diego Torres amongst others. He performed songs from his forthcoming studio album CORAZÓN to a sold-out house. The Television special "Corazón, Live from Mexico, Live It to Believe It" was filmed for a premiere on HBO Latino and HBO Latin America and will air in spring 2014.
"It was a profound honor to share this evening with all my brothers and sisters who have come together to share their hearts' music with us. It was especially moving for me to perform this show in Guadalajara, so close to where I was born and first experienced the joys of this life. I am thankful to everyone—all the artists, bands, crew, managers, SONY, Mexico Tourism Board, HBO and the staff at Arena VFG for making this one of the most memorable concerts in my lifetime. “
What few north of the border know is that Carlos Santana is a partner in Casa Noble Tequila, recently rated as the best blanco tequila by the New York Times—but this is just the latest chapter of the Casa Noble story.
Named No. 15 on Rolling Stone’s “100 Greatest Guitarists of All Time,” winner of 10 Grammy awards, recipient of the 2009 Billboard Latin Music Awards’ Lifetime Achievement Award and Rock and Roll Hall of Fame honoree, Carlos Santana is most certainly music royalty.
Fresh off of receiving his Kennedy Center Honors Award in December, Santana took the stage for a once-in-a-lifetime event performing at Arena VFG in Guadalajara, Mexico, joined by some of Latin music’s biggest and brightest stars including Gloria Estefan, Lila Downs, Juanes, Miguel, Niña Pastori, Romeo Santos and Diego Torres amongst others. He performed songs from his forthcoming studio album CORAZÓN to a sold-out house. The Television special "Corazón, Live from Mexico, Live It to Believe It" was filmed for a premiere on HBO Latino and HBO Latin America and will air in spring 2014.
"It was a profound honor to share this evening with all my brothers and sisters who have come together to share their hearts' music with us. It was especially moving for me to perform this show in Guadalajara, so close to where I was born and first experienced the joys of this life. I am thankful to everyone—all the artists, bands, crew, managers, SONY, Mexico Tourism Board, HBO and the staff at Arena VFG for making this one of the most memorable concerts in my lifetime. “
What few north of the border know is that Carlos Santana is a partner in Casa Noble Tequila, recently rated as the best blanco tequila by the New York Times—but this is just the latest chapter of the Casa Noble story.
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“Our favorite, the Casa Noble Crystal, was explosive, with rough, rustic flavors that, in their intensity, certainly reminded me of mezcal. At $34, it was also our best value.”
~ New York Times Casa Noble is a distillery as well as an agave grower boasting over 3000 acres of agave fields under cultivation. Their roots can be traced as far back as the mid-1700s, as a hacienda surrounded by a vast land where only one thing was to be found: Blue Agave—tequila's one and only true source. In a few years, this particular hacienda became one of the most industrially developed facilities of the region; its lands holding close to 1 million blue agave plants. At Casa Noble, each detail of the production process, from cultivating the blue agave plants to the lengthy aging process, insures the properties and aromas unique to their tequila. |
One of the secrets of ultra-premium Tequila is in the soil from which the agave is grown and for this reason, Casa Noble only uses agave from its own fields located in the hills near the city of Tequila in the state of Jalisco. This region, inside the designated area of the origin of Tequila, contains a unique soil that produces the best blue agave in the world.
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“Casa Noble and Santana stand for the same things: a rich history, consciousness, integrity and inspiring each other to be the best we can be.” ~ Carlos Santana
But don’t assume that this rock icon is lining his pockets with the rewards of this tequila brand. All of Carlos Santana’s profits go to The Milagro Foundation which was established by Carlos Santana and his family in 1998. Milagro benefits underserved and vulnerable children around the world by making grants to community based tax-exempt organizations that work with children in the areas of education, health and the arts. |
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This is a man who seems to have the Midas touch—a man with a heart of gold and a soulfulness to match—a man to be admired. Carlos Santana is rare breed and certainly a beacon of integrity.
www.casanoble.com
www.casanoble.com
