Guy Fieri will host a bottle-signing meet-and-greet for Santo Tequila on Saturday, October 17, 2026, at a BevMo store at 3149 Stevens Creek Boulevard in San Jose, California, from 3 to 4 p.m.
The stop was first reported by The Mercury News and picked up by Hoodline, which noted that further event details are posted at santospirits.com. The appearance is one in a long series of retail signings Fieri has made across the country over the past two years to promote the tequila brand.
What happens at the BevMo appearance
According to the reporting, Fieri is scheduled to meet fans, sign bottles and pose for photos at the BevMo location in San Jose's Winchester Shopping Center. Attendees are encouraged to arrive early. As of publication, no additional specifics, such as whether bottle purchases will be required on site or whether tickets will be limited, have been released, according to Hoodline's account of the Mercury News report.
How Hagar and Fieri built Santo Spirits
Santo Tequila is a joint venture between Fieri, the Food Network host and restaurateur, and Sammy Hagar, the Rock and Roll Hall of Fame vocalist known for fronting Van Halen. Hagar is a veteran of the category: he launched Cabo Wabo Tequila in 1996 out of his Cabo San Lucas cantina, then sold an 80 percent stake to Gruppo Campari for roughly 80 million dollars in 2007, before selling his remaining 20 percent stake to Campari for 11 million dollars in 2010.
Coverage of when Santo itself began has varied by outlet. Hoodline flagged a discrepancy between Axios, which dated the launch to 2017, and the San Diego Union-Tribune, which put it at 2019. Other reporting resolves the gap: Forbes quoted Hagar saying he launched Santo Spirits in 2017 and brought Fieri on as a partner in 2019, and CB Insights likewise reported that the brand grew in 2019 when Fieri came on board as co-founder. Some trade coverage has also noted that Hagar's first Santo collaborator was Maroon 5 frontman Adam Levine, who worked with him on the brand's original tequila-mezcal blend before Fieri's involvement.
What Santo discloses about production
Trade releases from 2023 through 2025, carried by outlets including BevNet, The Spirits Business and Fred Minnick's newsletter, describe Santo's tequila as produced from 100 percent Blue Weber agave at El Viejito Distillery, a facility founded in 1937 in Atotonilco el Alto, in the Jalisco Highlands, under Mexico's official NOM registry number 1107. Those releases credit third-generation distiller Juan Eduardo Nuñez and tequilera Karina Rojo with the production.
The brand's own current retail shop page, however, describes production taking place at a different facility, Distilleria Unión, which it says sits near the second-highest point in the Jalisco Highlands and uses gravity through its process. Santo Spirits has not publicly reconciled the two distillery descriptions, and it is not clear from available records whether the brand changed production sites or simply updated its marketing language.
The lineup spans Blanco, Reposado, Añejo, a 110-proof Blanco and Puro Mezquila, a tequila-mezcal blend first introduced in 2017 that the brand markets as the first commercially available product of its kind in the United States. In June 2025, Santo added a limited Extra Añejo aged 41 months in a single ex-bourbon barrel, with fewer than 240 bottles made available, according to Fred Minnick's coverage of the release. At a California Costco appearance in March 2024, bottles of Santo were priced between 32 and 42 dollars, according to reporting at the time.
A recurring circuit of retail signings
San Jose is the newest stop on a pattern of appearances Fieri has kept up at retailers nationwide. He signed bottles in San Diego in September 2025, at a Spec's in Dallas in December, and at a San Luis Obispo Costco in March 2024, where he reportedly signed hundreds of bottles for fans. More recent stops include Boca Raton in February 2026, Burbank in August 2026, and New Jersey's Asbury Park and Wall Township in the spring. The tour has coincided with Fieri's continuing Food Network commitments, including scouting trips for "Diners, Drive-Ins and Dives" that have followed some of the signing events.
What this means
Santo Tequila does not currently carry a score in Tequila Watch's database, so no rating applies to this story. The conflicting distillery descriptions in Santo's own public materials, old releases pointing to El Viejito and the brand's current shop page pointing to Distilleria Unión, are worth watching for anyone tracking where the brand's agave actually comes from, since neither party has addressed the discrepancy on the record.