Chef and TV personality Guy Fieri and Grammy-winning musician Sammy Hagar are sending tequila fans to Flavortown with a new non-fungible token (NFT) loyalty program for their premium spirits brand Santo Spirits, announced the brand in a press release. The Santo Spirits Club loyalty program, built on the Near Protocol and leveraging Trident3, will reward members with tiered perks, including an opportunity to win a virtual tequila tasting with Hagar and Fieri, as well as autographed physical guitars. The first 1,000 members to sign up will receive a mystery NFT and a bonus NFT.
The program precedes the brand’s release of its newest Santo Añejo Tequila, and the utility of the NFTs will be revealed upon the spirit’s launch. According to Santo Spirits CEO and President Dan Butkus, We will build this with Sammy and Guy’s global fanbase in mind to make this one of the most rewarding experiences in the category.
Santo Spirits is the product of a long-term friendship between Hagar and Fieri, though Hagar has been involved in the tequila industry for decades. Other global wine and spirits brands have embraced NFTs in recent years, blending physical goods with virtual collectibles.