Cabo Wabo Tequila sees similarities between its tequila and American barbecue.
The brand’s new campaign “A Thicker Cut of Life” emphasizes the tequila’s agave-forward taste and “no-frills attitude that cuts no corners and makes no apologies,” the company says. The campaign kicks off this summer with a partnership featuring award-winning BBQ chef Myron Mixon, his son Michael Mixon and other grill masters.
Cabo’s founder, Sammy Hagar, was devoted to creating a tequila that would “embody his beliefs of living free, working hard and playing harder,” the company says. To arrive at its raw, agave-forward taste, Cabo purposefully takes a thicker cut of the distillate during production. “A Thicker Cut of Life” campaign is inspired from the “Thick Cut” production process. Similar to Cabo, barbecue food “doesn’t hold back on flavor, resulting in an unapologetically bold combination elevating backyard barbecues across the US,” the company says.
The “A Thicker Cut of Life” campaign will include a social and digital media campaign, local events in select markets, and on- and off-premise promotions.
Leading the team are Myron Mixon—a three-time world barbecue champion—and his son Michael Mixon, the youngest professionally-ranked barbecue pitmaster in the world. the two will star in YouTube grilling lessons that will empower the home grill master.
Myron Mixon leads the Jack’s Old South Competition Bar-B-Que Team, stars in three different shows for Destination America and authored a New York Times bestselling cookbook.
Joining the father/son duo in “Thick Cut Legends” are three other prominent barbecue masters:
- Ray Lampe a.k.a Dr. BBQ, Saint Petersburg, Florida: Barbecue Hall of Famer; barbecue competitor and judge; cookbook author.
- Jason Day, Kansas City, Missouri: Founder of BBQAddicts.com; pitmaster of the “Burnt Finger BBQ” competition barbecue team; cookbook author and creator of the Bacon Explosion.
- Daniel Wright, Cincinnati, Ohio: Chef and restaurant owner.