MODESTO, CA (April 22, 2025) — This April, VMC, the tequila-based ready-to-drink brand created by Mexican boxing
legend Saúl “El Canelo” Álvarez, in partnership with Spirit of Gallo and Casa Lumbre, is introducing its newest flavor:
Tamarindo. Inspired by traditional Aguas Frescas and the sweet yet spicy kick of classic Mexican candies, this
first-of-its-kind tamarindo tequila-based RTD cocktail delivers bold, full-bodied flavor. Authentically crafted, it’s deeply
rooted in Mexico’s rich heritage.
VMC — short for “Viva México Cabrones,” Canelo’s signature post-fight rallying cry — continues to champion Mexican
tradition and flavor with every sip. Tamarindo joins VMC’s powerhouse lineup of Margarita, Paloma, and Jamaica, each
crafted using blue agave tequila from Jalisco highlands. After a successful launch in Mexico in 2022, VMC was released for
distribution in the U.S. in September of 2023, where it has exceeded expectations since launch, delivering an authentic
brand story that resonates with the Mexican American consumer. Its standout performance earned VMC a spot on Impact’s
2024 Hot Brands list.
“Everything about VMC is rooted in who I am and where I’m from,” said Saúl “El Canelo” Álvarez. Adding Tamarindo to the
mix is a way of honoring my upbringing — the parties, celebrations, and everyday moments. It brings fans a way to
celebrate their own Mexican pride because VMC Tamarindo sabe cabrón a Mexico!”
“Tamarindo is a flavor that perfectly captures the spirit of Mexico,” said Brandon Lieb, VP at Spirit of Gallo. “With this launch,
VMC is introducing another authentic flavor that celebrates the brand’s Mexican heritage while delivering a unique, bold
taste that we’re confident fans will genuinely enjoy.”
VMC Tamarindo is now available in 355ml 4-packs with an SRP of $10.99 and 700ml cans for $4.99. To find VMC near you
and to learn more, visit vmcdrinks.com and follow @vmcdrinks on Instagram.
For More Information:
Learn More
Stay Informed, Stay Competitive
Unlock the articles, expert interviews, and data reports that power the food and beverage industry. Join our community and stay ahead with exclusive insights from BevNET and Nosh.