Santos Dioses Angel Guide
Contents
Santos Dioses
Ultra Premium Tequila

The Angel Guide

Everything a Santos Dioses Angel needs to know: the role, the rules, the story, and the facts to have at your fingertips.

Confidential · For Internal Use Only

The Santos Dioses Promise

Welcome to the Movement

Luxury for everyone, not just the few.

You were chosen to represent a belief, and everything that belief stands for.

Santos Dioses means Holy Gods. It is a name inspired by the connection between Heaven and Earth. Heaven represents aspiration, excellence, and the pursuit of something greater. Earth represents craftsmanship, authenticity, and the moments we share together. Santos Dioses exists where those worlds meet.

The vision behind Santos Dioses began with a simple idea: luxury should not belong to a select few. For too long, exceptional tequila has been positioned behind velvet ropes, reserved for exclusive circles and inaccessible experiences. We believed there was a better way.

That belief became our promise:

Santos Dioses Ultra Premium Tequila.

Luxury for everyone, not just the few.

Our mission is to create a world-class tequila that delivers an extraordinary experience while remaining approachable, welcoming, and inclusive. We are not lowering the standard of luxury; we are expanding access to it.

Every bottle represents craftsmanship, tradition, and excellence. Every event represents connection, celebration, and community. Every person who encounters Santos Dioses should feel like they belong.

As a Santos Dioses Angel, you are the living embodiment of that mission. You are more than a brand ambassador. You are the bridge between the brand and the people. Through your confidence, professionalism, hospitality, and energy, you transform tastings into experiences, introductions into lasting relationships, and those relationships into lifelong support for Santos Dioses.

What you say, how you carry yourself, and the experience you create are all reflections of the brand. Your role is not simply to serve tequila; it is to make every person you meet feel welcomed into something special.

This is more than a job. It is a commitment to a standard, a purpose, and a community. Every interaction is an opportunity to elevate someone’s experience, challenge expectations, and bring our vision to life.

When people remember Santos Dioses, they will remember how you made them feel. They will remember the warmth, the confidence, the authenticity, and the sense of belonging you created.

Be the standard. Be the connection. Be the reason someone believes luxury can be welcoming.

You are a Santos Dioses Angel.

Learn it. Believe it. Own it. Live it.

“As a Santos Dioses Angel, you are entrusted with something far greater than representing a brand. You are the torchbearers of Santos Dioses into this world. The relationships you build, the experiences you create, and the standards you uphold today will become the foundation upon which our brand is built tomorrow.”

Founders Message
Part One

The Brand

Know the story, the tequila, and the facts, so you can speak about Santos Dioses with confidence.

Our Story

Santos Dioses means Holy Gods. The name is inspired by the connection between Heaven and Earth. Heaven represents aspiration, excellence, and the pursuit of something greater. Earth represents craftsmanship, authenticity, and the moments we share together. Santos Dioses exists where those worlds meet.

That meeting point is the heart of Santos Dioses: world-class tequila that belongs to everyone, not just a select few. For too long, the finest tequila has been kept behind velvet ropes. We believed there was a better way. We are not lowering the standard of luxury. We are expanding access to it.

Every bottle comes from the heart of Jalisco, Mexico, the birthplace of tequila. It begins with 100% Highland Blue Weber agave grown on our own estate in Arandas, in the Jalisco highlands. It is distilled at our distillery in Amatitán (NOM 1622) and bottled in the town of Tequila. We own the land, we run the distillery, and we are our own importer. From the field to the bottle, every decision is ours.

Santos Dioses is made by our own master tequilero, in the highland tradition, with nothing outsourced and nothing rushed. That mastery is in the liquid, and it is in every bottle of Santos Dioses Tequila.

Our Tequila

Four expressions of mastery. We are launching with our Reposado; Añejo, Blanco, and Extra Añejo follow.

Santos Dioses Reposado
Available in Texas Now

Reposado

Rested 6 to 8 months in American oak · Warm golden amber with honey-like reflections

Character. Where agave’s brightness meets the warmth of American oak.

Six to eight months of rest in American white oak barrels transforms our highland tequila into something extraordinary. The natural agave sweetness develops layers of vanilla and light caramel, while maintaining the characteristic brightness of highland tequila. Oak tannins add structure and a silky mouthfeel. A harmonious balance of earth and oak: refined, elegant, and memorable.

Agave100% Blue Weber Highlands
Aging6 to 8 months
RoastingBrick Oven
DistillationStainless Steel
Bottle Size200ml, 750ml, 1L
Calories96 per 1.5oz
Sugars0g
NOM1622
Santos Dioses Añejo
Coming Soon

Añejo

Aged 18 months in American oak · Deep amber with rich mahogany undertones

Character. Rich, complex, and contemplative, rewarding patience.

Eighteen months of aging in charred American oak barrels creates a tequila of remarkable depth and complexity. Dark caramel and toffee notes interweave with hints of dark chocolate and espresso. The oak influence is pronounced but balanced, never overwhelming the agave foundation. A contemplative spirit that reveals new depths with every sip.

Agave100% Blue Weber Highlands
Aging18 months
RoastingBrick Oven
DistillationStainless Steel
Bottle Size200ml, 750ml, 1L
Calories96 per 1.5oz
Sugars0g
NOM1622
Santos Dioses Blanco
Coming Soon

Blanco

Unaged · Crystalline, brilliant, luminous

Character. The unadorned essence of Blue Weber agave.

Blanco is where our journey reveals itself in its most honest form. Aromas of fresh-cut agave, citrus blossom, and mineral stone open to a palate of remarkable purity: sweet agave nectar, herbal notes, white pepper, and a whisper of minerality. The finish is silky, persistent, and impeccably balanced. This is tequila stripped of pretense: radiant, powerful, and true.

Agave100% Blue Weber Highlands
Aging0 months
RoastingBrick Oven
DistillationStainless Steel
Bottle Size200ml, 750ml, 1L
Calories96 per 1.5oz
Sugars0g
NOM1622
Santos Dioses Extra Añejo
Coming Soon

Extra Añejo

Aged 3+ years in American oak · Deep mahogany with amber highlights

Character. The pinnacle of our craft, beautifully aged.

Over three years of patient aging in hand-selected premium oak barrels produces our most prestigious expression. Layers of dried fruits, dark honey, and leather unfold gradually, revealing the masterful integration of agave and oak. The finish is long and silky. Profoundly complex and utterly unforgettable.

Agave100% Blue Weber Highlands
Aging3+ years
RoastingBrick Oven
DistillationStainless Steel
Bottle Size750ml, 1L
Calories96 per 1.5oz
Sugars0g
NOM1622

Our Bottles

Every detail carries meaning.

ExpressionStopperMeaning
BlancoMayahuel
Goddess of Tequila		As a woman, Mayahuel represents birth and beginnings, much like Tequila Blanco, where everything starts and evolves.
ReposadoBlue AgaveA blue-colored agave representing Mexican flora and the Agave tequilana Weber (Blue Variety), the very plant used to produce tequila.
AñejoJaguarThe jaguar represents Mexican fauna, a highly symbolic, significant animal in Mexico’s Mayan culture.
Extra AñejoMayan WarriorThe Mayan warrior embodies hard work and evolution, exactly what Santos Dioses dedicates itself to in crafting this Extra Añejo.

Other bottle details

Our Awards

Recognized at the 2025 Las Vegas Global Spirit Awards.

Platinum Award - Añejo
Añejo
Platinum Award
Gold Medal - Reposado
Reposado
Gold Medal
Silver Medal - Blanco
Blanco
Silver Medal

Who Makes It

The vision

Santos Dioses started as an idea, and the idea was Juan Carlos Rodríguez Sánchez’s. Born in Jalisco, he grew up around tequila. His father worked in the tequila industry in Mexico, which pulled Juan Carlos into the craft. He came to know every part of the agave world, from cultivation to commerce, in pursuit of a single idea: a truly exceptional tequila.

He also gave the brand its name. Visiting agave towns like Jesús María and Tequila, Jalisco, he spent time with the people and saw how they honor their ancestors, their saints and their gods, the culture and history that run deep through Mexico. From that reverence came the name Santos Dioses.

The craft

Santos Dioses is made by our own master tequilero, in our own distillery, from agave grown on our own estate. We are not a label on somebody else’s liquid. Every step from the field to the fill happens under our roof, and every batch answers to the same standard.

Juan Carlos imagined Santos Dioses. Our own master tequilero makes it, batch by batch.

Where It’s Made

Every bottle of Santos Dioses is made in Jalisco, Mexico, the birthplace of tequila. Three places, all within a couple hours of each other:

Jalisco MEXICO
JALISCO Tequila Valley Los Altos Highlands Guadalajarawhere you fly in TequilaBOTTLED AmatitánDISTILLED ArandasGROWN
Grown in the eastern highlands of Los Altos, then distilled and bottled in the western valley beside the town of Tequila. The three sites sit within about two hours of each other, all in the state of Jalisco.

What’s a NOM? It is the official number Mexico assigns to every certified tequila distillery. It tells you exactly where a tequila was really made. Ours is 1622.

How It’s Made

Every step from the farm to the bottle is ours.

Grow
Highland agave
Harvest
by hand
Roast
brick oven
Mill
extract juice
Ferment
no added yeast
Distill
twice
Age
American oak
Bottle
in Tequila
1

Grow Highland agave

It starts with 100% Blue Weber agave, grown across our own 3,385-acre estate in the Los Altos highlands of Jalisco. High altitude and red volcanic soil grow a richer, sweeter agave. Each plant matures for 6 to 7 years. We know it is ready when it sends up the quiote, its tall flowering stem.

  • We plant only on land that has rested for at least 3 to 4 years.
  • The soil is analyzed and prepared by hand, then planted with hijuelos, the young shoots that sprout from the base of a mature agave and become the next generation of plants.
  • Across the six-to-seven-year cycle we control weeds and pests, aerate the roots, and watch every plant closely.

It takes 6 to 7 kilograms of agave to make a single liter of our tequila, compared to 4 to 5 for most others on the market. Most of them are industrial.

2

Harvest By hand

When the agave reaches full maturity, it is harvested by hand. The same hands that plant the agave are the hands that harvest it, years later. The harvesters, called jimadores, use a sharp, round-bladed tool called a coa to strip away the spiny leaves and reach the piña, the agave’s sugar-rich heart and the only part we cook.

3

Roast Brick oven

The piñas are cooked slowly in a traditional masonry (brick) oven for 36 hours: 24 hours of steam, then 12 hours of rest. The plain, unpainted construction brick gives a gentle, low-pressure cook that we choose for the aroma and flavor it brings.

4

Mill Extract the juice

Cooking softens the agave, but the sweet juice still has to be separated from the fiber. The cooked piñas run through an extruder and a conventional mill (the same kind used to press juice from sugarcane), while clean spring water from the Tequila volcano washes the sugars out of the fiber. Milling 8 tons of cooked agave yields about 16,000 liters of juice at roughly 11% sugar.

The leftover fiber (bagasse) is composted and returned to our soil.

5

Ferment No added yeast

The juice ferments completely on its own. Nothing is added: no yeast, no nutrients, nothing. Wild yeast already in the local air settles on the sweet juice and goes to work, over a carefully controlled 72 hours in stainless steel tanks. This is where the 1,800+ aromatic compounds that define a fine tequila are born.

This is one of the things that sets Santos Dioses apart. Many producers add yeast to push fermentation faster. We don’t. We let it happen naturally and slowly, because the patient road is what makes a tequila this good.

6

Distill Twice

We distill twice, in stainless steel stills, never copper (copper can leave a residue that is harmful to health; stainless leaves none). The first pass yields a raw, cloudy spirit, the ordinario. On the second pass our master distiller keeps only the smooth heart of the run and cuts away the sharp heads and heavy tails. Only about 10% of what goes into the still comes out as tequila, and it comes off the still at about 55% ABV.

HeadsThe first to come off the still. Sharp and harsh, full of the most volatile compounds. Cut away.
HeartThe clean middle of the run, the corazones. Smooth and balanced. The only part we keep.
TailsThe last to come off. Heavy and dull, the higher alcohols. Cut away too.
7

Age American oak

Every expression rests in American oak. The barrels are held at our own bottling plant, and the time each tequila spends in the barrel is what sets the four expressions apart:

  • Blanco: unaged. Bottled bright and clear, for pure agave character.
  • Reposado: 6 to 8 months in American white oak. Our launch
  • Añejo: 18 months in charred American oak.
  • Extra Añejo: 36+ months in hand-selected oak.
8

Bottle In Tequila

Finally, each tequila is bottled in the town of Tequila, the town that gave the spirit its name, in the agave landscape UNESCO named a World Heritage site. Every detail of the bottle itself, including what it is made of, is covered in Our Bottles.

9

The one step we don’t own Distribution

Once it is bottled, getting Santos Dioses to the shelf is the only step we hand to a partner.

  • Distributed through Greenlight Distribution.
  • Can be purchased at Spec’s, Total Wine, and most major Class B retailers for now.
  • Launch markets: Texas first, then Florida and Nevada.

FAQs

The questions people ask most about our tequila.

The tequila

Is Santos Dioses 100% agave?
Yes. Every expression is made from 100% Blue Weber agave grown in the Jalisco highlands. Never mixed with anything else.
What does “100% agave” mean?
It means the tequila is made entirely from blue Weber agave sugars and nothing else. A cheaper “mixto” tequila can be up to 49% other sugars, like cane. Santos Dioses is always 100% agave.
Are there any additives or added sugar?
No. Nothing is added during fermentation, and the tequila has 0g of sugar and 0g of carbs.
Is it gluten-free?
Yes. Tequila made from 100% agave contains no grain, so Santos Dioses is naturally gluten-free.
Is it kosher?
Yes. Santos Dioses is Certified Kosher.
How many calories does it have?
About 96 calories per 1.5oz pour.
What is the alcohol content?
40% alcohol by volume, or 80 proof.

The four expressions

What is the difference between Blanco, Reposado, Añejo, and Extra Añejo?
Mostly time in the barrel. Blanco is unaged, Reposado rests 6 to 8 months, Añejo 18 months, and Extra Añejo 36+ months. See How It’s Made and Our Tequila.
What does each one taste like?
Blanco: pure agave, citrus blossom, mineral stone. Silky and balanced.
Reposado: vanilla, light caramel, highland brightness. Smooth and elegant.
Añejo: dark caramel, toffee, espresso. Complex and contemplative.
Extra Añejo: dried fruit, dark honey, leather. Extraordinarily smooth.
What makes it ultra premium?
Ultimately, it is the taste. All four expressions are remarkably smooth and easy to drink, with little to no burn. Behind that is everything we put into it: estate-grown agave, a fully vertically integrated operation (we own the land, the distillery, and the bottling), traditional brick-oven cooking, and a slow, natural fermentation. And it is crafted in our own distillery by our own master tequilero, start to finish. See Who Makes It.

Good to know

What is the difference between tequila and mezcal?
Both are made from agave. Tequila is made only from blue Weber agave, in specific regions of Mexico, and the agave is steam-cooked, so it tastes clean and smooth. Mezcal can be made from many kinds of agave and is often roasted in underground pits, which gives it a smoky flavor. Santos Dioses is a tequila, the smooth, non-smoky side of the agave family.
Has our tequila won any awards?
Yes. At the 2025 Las Vegas Global Spirit Awards, our Añejo won the Platinum Award, our Reposado won Gold, and our Blanco won Silver. See Our Awards.
Where can I buy it?
Santos Dioses launches in Texas first, then Florida and Nevada, and is expanding to more retailers from there. A full, up-to-date list of where to find it is coming to santosdioses.com.
Part Two

The Role

Who you are, how you show up, and what every event asks of you as a Santos Dioses Angel.

Being an Angel

The Angel Role & Expectations

You are the face of Santos Dioses in the room. What people feel when they meet you is what they’ll associate with our brand, forever.

As a Santos Dioses Angel, you are not just pouring samples. You are creating a first impression for a brand that is beginning to write its story for the world. Every conversation you have, every bottle you hand someone, every moment you show up with energy and professionalism. That is brand-building in real time.

What the Job Actually Is

Representing Santos Dioses at events, tastings, on-premise accounts, and brand activations. Your role is to educate, engage, and convert guests into fans and fans into loyal customers. You are a storyteller, not a server, so know the product lineup and the brand story cold.

What Success Looks Like

Guests walk away knowing the brand name, remembering something memorable about the story, and wanting to find Santos Dioses on a shelf or menu. Venue staff respect you. Your team can count on you. Management gets good reports.

Appearance & Dress Code

We are an ultra premium brand. Your presentation should reflect that standard the moment you walk through the door.

Santos Dioses is positioned in the luxury tier. The way you look and carry yourself tells guests everything they need to know about the quality of what’s in the bottle before they even taste it. You represent the brand, so present yourself accordingly.

Glam Standard, Evening & Night Events

Full beat, hair done, makeup polished, show-stopping but tasteful. Elevated and intentional. Nothing excessive, just refined. Nails clean and maintained. Fragrance light.

Clean Standard, Daytime Events

Sophisticated and pulled-together. Clean skin, fresh face, polished hair. Effortless and elevated, not underdone. You still represent Santos Dioses at every hour of the day.

Outfit Guidelines

The outfit can change from event to event, so always check with your Director which outfit has been chosen for each event, and wear exactly what you are assigned. The team is meant to look like one unit, so a single person in the wrong outfit stands out and breaks the whole presentation. Stick to brand-issued or brand-approved pieces only, nothing torn, faded, or wrinkled. Get the look confirmed before the day of, never the day of.

Arrive Ready

There is no ‘getting ready on arrival.’ You walk through the door in full event standard. Setup is part of the event. The first impression starts the moment you step inside.

Presence & Energy

Confidence without arrogance. Warmth without being a pushover. Energy that invites, not energy that performs.

The best brand ambassadors don’t feel like salespeople. They feel like someone who genuinely loves what they represent and knows it cold. That’s the energy we’re asking for, and it has to be real.

Confident & Warm

Introduce yourself. Make eye contact. Smile first. You set the tone for how a guest experiences this brand. Walk into every room like you belong there, because you do. Warmth opens doors that charm can’t.

Approachable but Professional

You can be fun, funny, and personable. That is part of this brand’s culture, and it is what makes you good at this. The only line is the brand itself: nothing that makes a guest uncomfortable, nothing that cheapens what you represent. Keep it warm, keep it classy, and you will always be on the right side of it.

Reading the Room

Not every guest is the same. Some want the full story; give it to them. Some just want a quick taste and a smile; read that and adjust. The best Angels read each guest and adjust, equally at home holding their own at a VIP table or charming a first-timer who’s never had good tequila.

No attitude. No cliques. No entitlement. We are one team, and every person in the room deserves your best.

Santos Dioses Team Standard

At the Event

Arrival Protocol

Arrive at minimum 30 minutes early to every event. Setup, staging, and team briefing happen before doors open, not during. Being on time is being late. Being early is being ready.

Working with Venue Staff

Introduce yourself to bar managers and staff when you arrive. Be respectful of their space and their house rules. They are your partners, not your staff. A venue that loves you will invite you back.

Dos & Don’ts

These are non-negotiable standards.

Always Do
  • Stay present and visible throughout the entire event.
  • Keep your phone put away unless you’re using it for work.
  • Communicate with your Director if issues arise.
  • Represent the brand with pride and professionalism.
  • Drink responsibly, if at all.
  • Treat venue staff like partners.
  • Look out for your teammates.
Never Do
  • Argue with guests or venue staff, ever.
  • Create cliques or drama within the team.
  • Leave with a guest at the end of an event.
  • Speak publicly about the brand, team, or competitors in a negative way.
  • Post anything in Santos attire that reflects poorly on the brand.
  • Drive impaired.

Violations of these standards may result in removal from events, termination from the program, or both. Santos Dioses is a brand built on integrity, from the agave farm to the event floor, and we expect that from everyone who carries our name.

Your Safety

Your safety is our priority. Full stop. No event, no brand goal, no guest interaction is more important than your personal safety and well-being.

We operate in nightlife, hospitality, and event spaces. That comes with responsibility, for yourself and for each other. These rules are not optional and not negotiable. They exist because you matter.

Never drive impaired; arrange transportation in advance if needed. Always stay with your team.

If a Guest Crosses the Line

You never have to put up with harassment or unwanted attention from a guest, ever. If someone makes you uncomfortable, you can step away at any time, and you owe no one an explanation. Get your Director or the venue staff, and they will handle it and have your back, no questions asked. Your safety and comfort come before any pour, any sale, and any guest.

Team Accountability

We watch out for each other. If you see a teammate in an uncomfortable situation, step in. If you’re unsure whether something is okay, assume it’s not, and check with your lead. Silence is not the same as safety. We operate as a team, and that means no one leaves alone. We make sure everyone gets home safe.

Emergency Contact Procedure

Responsible Service

We serve a premium product the right way. Responsible service protects our guests, the venue, and the brand.

Your Public Image

What you post online is permanent. When you wear our brand, what you share is our brand.

We live in a world where your social media is an extension of your professionalism, and when you are a Santos Dioses Angel, it becomes an extension of our brand. We expect Angels to maintain a public image that reflects our values, even off the clock.

Content Collaboration

We encourage you to create and share your own content that reflects your personality and experience with Santos Dioses. We ultimately want you to be you, and our followers to follow us because of you.

To help maintain a consistent brand image while still giving you creative freedom, we ask that, when you have content you plan to post, you share it and your caption with us first. Our team can provide feedback, ideas, and support to help maximize engagement and ensure brand alignment.

We want you to have the flexibility to post authentically and confidently while working together to strengthen the Santos Dioses brand.

You can forward any content to Mia for review when needed.

Always Do
  • Behind-the-scenes setup content (tasteful, professional).
  • Guest reactions and positive experiences at events.
  • Product highlights with proper tagging.
  • Stories that authentically reflect the brand.
  • Content that makes people want to try Santos Dioses.
Never Do
  • Negative comments about venues, events, or guests.
  • Drunk or impaired content while wearing Santos attire.
  • Internal team drama or complaints aired publicly.
  • Photos or videos that could embarrass the brand.
  • Content featuring guests without their visible consent.

Approved Hashtags

#SantosDioses
#SantosDiosesTequila
#UltraPremiumTequila
#SantosDiosesAngels
#TexasTequila
#ReposadoTequila
#AnejoTequila
#MadeInJalisco

Tagging Guidelines

Always tag @santosdioses in any brand-related posts. Tag the venue when appropriate; it supports the relationship. Do not tag competitors or make comparative posts. When in doubt, DM Mia before posting.

If You’re Filming Content

Photography and video must reflect premium brand standards, with no blurry, chaotic, or unflattering content. Get consent from the guest before posting anyone’s face. Event footage for official brand use must be coordinated with leadership before it’s captured.

Finding the Voice

Keep it elevated but real. Santos Dioses isn’t stuffy; it’s premium. Language that’s authentic fits the brand. Avoid slang that might alienate audiences. Reference connection, the story. Speak about the product the way you’d talk to a friend who’s never tried it before.

Logistics & Growth

Communication & Reporting

What happens after the event matters just as much as what happened during it.

Your feedback from the field is one of our most valuable tools. You are our eyes and ears in the market. What guests are saying, what competitors are doing, what venues are asking for. That intelligence shapes how Santos Dioses grows.

Who to Contact

Know your chain of command before every event.

Please do not contact Alex Martinez, our Managing Partner, directly. Route everything through your Director.

Travel & Logistics

When you travel as Santos Dioses, you are the brand 24/7, not just during event hours.

As we expand into Florida and Nevada, travel will become part of this role. Being professional on the road is non-negotiable. Hotel lobbies, airports, dinners: you are representing Santos Dioses the moment you leave your home base.

Reliability is a non-negotiable skill. If we can’t count on you at home, we won’t take you on the road.

Santos Dioses Leadership

Growth & Opportunities

Santos Dioses is a growing brand. The people who grow with us from the beginning will be rewarded for it.

This is not a dead-end role. We are building something from the ground up in Texas and expanding fast. The people who show up consistently, represent the brand with excellence, and contribute to the team will have real opportunities to grow with us.

Santos Dioses
Ultra Premium Tequila

Carry it with pride,
share it with purpose.
You are an Angel of Santos Dioses.

Welcome to the Santos Dioses Angels. We are glad you are here.