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HBO and The Ringer's Bill Simmons hosts the most downloaded sports podcast of all time, with a rotating crew of celebrities, athletes, and media staples, as well as mainstays like Cousin Sal, Joe House, and a slew of other friends and family members who always happen to be suspiciously available.
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On this episode, we’re joined by Ana Kornegay, the VP of Marketing at Santo Spirits, the premium tequila brand co-founded by Guy Fieri and Sammy Hagar.
Before leading the charge at Santo, Ana spent over 15 years at Brown-Forman overseeing iconic spirits like Gentleman Jack and Jack Daniel’s Single Barrel. She's also the founder of Hummingbird Branding & Marketing, and holds a Master’s in Medical Cannabis Science & Therapeutics.
We cover a ton of actionable insights and tactics.
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Episode Highlights:
🌵 How Santo turned a “what if?” into the world’s first “Mezquila”
📦 The 3 biggest packaging mistakes she sees new brands make
🚀 What to expect if you want to jump from “Big CPG” to an “upstart brand”, and where should new grads start
🧩 “Build vs buy” (hiring internally our outsource?)
⚖️ Siloing agencies vs spreading across multiple in-house brands
🤘 Building a celebrity brand without losing authenticity
🧠 When and why to refresh packaging (and when to leave it alone)
🔮 The rise of NA and functional beverages
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Table of Contents:
00:00 – Intro & Ana’s Career in Spirits
03:00 – Santo’s Origin Story & Mezquila Launch
07:00 – Startup vs. Corporate Marketing Life
12:00 – Celebrity-Backed Brands: Behind the Curtain
18:00 – Trends in Low/No Proof & Functional Beverages
24:00 – Packaging Frameworks for Spirit Brands
30:00 – When a Packaging Refresh is the Right Move
35:00 – Campaigns That Flopped & What She Learned
39:00 – AI in Marketing: Love it or Hate it?
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Links:
Santo Spirits – https://www.santospirits.com
Follow Ana on LinkedIn – https://www.linkedin.com/in/ana-kornegay
Follow Adam on LinkedIn - https://www.linkedin.com/in/adam-martin-steinberg
For help with CPG production design - packaging and label design, product renders, POS assets, retail media assets, quick-turn sales and marketing assets and all the other work that bogs down creative teams - check out KitPrint.
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