Cabo Wabo Tequila teams with BBQ ‘masters’

Campari America’s Cabo Wabo Tequila has joined forces with father-and-son barbecue masters Myron and Michael Mixon for its latest campaign, A Thicker Cut of Life.

Father-and-son barbecue masters, Myron and Michael Mixon

Inspired by the ‘Thick Cut” production process – whereby a thicker cut of the distillate is used for a “bolder” flavour – the new campaign promotes a “Thick Cut” lifestyle in line with the summer grilling season.

“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 team of “Thick Cut Legends”, will be led by three-time world barbecue champion Myron Mixon and his son Michael Mixon, the youngest professionally-ranked barbecue pitmaster in the world, who will “ignite grilling fans’ passion” for “a thicker cut of life” through a social and digital media campaign, local events in select markets, and on- and off-premise promotions.

“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.”

The Tequila is available in three expressions, all bottled at 40% abv: Cabo Wabo Tequila Blanco, at the RRP of US$39.99, Cabo Wabo Tequila Reposado, at the RRP of US$44.99, and Cabo Wabo Tequila Añejo, at the RRP of US$49.99.

Cabo Wabo was founded by Montrose and Van Halen lead singer Sammy Hagar.