Cabo Wabo® Tequila Takes “A Thicker Cut of Life”

Cabo Wabo® Tequila is taking a bigger, bolder approach to life with a new marketing campaign – “A Thicker Cut of Life” – emphasizing Cabo’s agave-forward taste and no-frills attitude that cuts no corners and makes no apologies. The new campaign kicks off this summer with a partnership featuring Myron Mixon – the winningest man in barbecue, his son Michael Mixon, and other grill masters around the country who, through the campaign, will be helping backyard cooks grill like barbecue champs.
Cabo’s founder, Sammy Hagar, was devoted to creating a tequila that would embody his beliefs of living free, working hard and playing harder. To arrive at its raw, agave-forward taste, Cabo purposefully takes a thicker cut of the distillate during production resulting in a bold, distinctive tequila. “A Thicker Cut of Life” campaign is inspired from the “Thick Cut” production process that gives Cabo its in-your-face, pronounced agave taste profile. Similar to Cabo, barbecue food doesn’t hold back on flavor, resulting in an unapologetically bold combination elevating backyard barbecues across the US.   
“Born in the agave fields of Mexico and praised in the bars, man caves and backyard barbecues of America, Cabo is bold and so are our fans,” said Umberto Luchini, Vice President of Marketing for Campari America. “Our new campaign and partnerships were inspired by our loyal and passionate fans, combining the same can-do spirit with no-nonsense attitude we use when making every bottle of Cabo.”
A Thicker Cut of Grilling Season
This summer, Cabo is promoting the “Thick Cut” lifestyle with “Thick Cut Legends,” a partnership with barbecue heavy-hitters to kick off grilling season and ignite grilling fans’ passion for that thicker cut of life. The partnership includes 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. Wielding tongs and taming flames, the two will star in YouTube grilling lessons that will empower the home grill master.
“Barbecue is the ultimate everyman food; grilling meat outdoors while throwing back a cold drink is one of the most American things you can do,” said Myron Mixon. “No matter where you’re from, barbecue is down home food meant for sharing with friends and making memories. Cabo is the same, enjoyed by those who tell it like it is and are never afraid to push the limits.”
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. Michael Mixon began his barbecue career at an early age alongside his father on the competitive circuit and today is making a big name for himself.
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; 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.
Available in three expressions, Cabo Wabo Tequila Blanco ($39.99), Cabo Wabo Tequila Reposado ($44.99) and Cabo Wabo Tequila Añejo ($49.99) are 80 proof (40% alc./vol.). For more information find Cabo Wabo Tequila on Facebook at and Twitter at @CaboWaboTequila.