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Cinco de Mayo commemorates the 1862 Cinderella victory of the Mexican army over the French. But for many people today it’s a valid excuse to drink tequila on a Wednesday, and much of it the mass produced-regret-it-in-the-morning type. But not all of it.

Back in the 1990’s, rocker Sammy Hagar was out of Van Halen and his cantina in Cabo San Lucas was said to be struggling. Hagar–who may not have foreseen the end of red spandex–did see an opportunity when he visited the Mexican state of Jalisco and found local artisans making 100 percent agave tequila in small batches. Back then the notion of “high-end” tequila was largely an oxymoron, but Hagar saw it as a way to crafted a new brand, “Cabo Wabo.” He partnered with local families who made the tequila to his specs and then mobilized a marketing airlift.

The brand was promoted in Hagar’s chain of nightclub/restaurants that bore the Cabo name, as well as in his songs, concerts, and swag. The Rolling Stones took a case of it on tour. The brand took off and the tequila garnered real respect by those whose job it is to critique such things. Hagar found a new market in people who might have preferred David Lee Roth at the mic, but saw no problem in dropping $50 for his reposado. In 2007, the Red Rocker sold an 80 percent stake of the tequila to Campari for monster paycheck.

The lesson–as you break out the chips ‘n guacamole–look for something you have a passion for, something off-the-beaten path and undervalued, and figure out a way to bring it to market.   Perhaps, like Sammy and the ragtag Mexican army, you can fashion an unexpected success story of your own, and that’s worth a party.