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 www.vmcdrinks.com and follow @vmcdrinks on Instagram.
About Saúl “El Canelo” Álvarez
Santos Saúl Álvarez Barragán was born on July 18, 1990, in Guadalajara, Jalisco, Mexico. Known by the nickname Canelo (cinnamon) because of his red hair, he is a Mexican professional boxer who has won world championships in four different weight divisions. He is the first Latino boxer to be undisputed champion since the four governing bodies were established in boxing. For many experts, this future Hall of Famer will be considered the greatest Mexican boxer in history when he retires. He is the current world champion of the WBA, WBC, IBF and The Ring in the super-middleweight division. He was also the champion of the WBA, IBF and The Ring in the middleweight division, the champion of the WBA (Super), WBC, IBF and The Ring in the super-welterweight division, and the champion of the WBO in the light-heavyweight division. On September 15, 2018, he defeated Kazakhstani Gennady Golovkin, winning the WBC and WBA middleweight belts. The fight with Golovkin was named the best fight of 2018. In 2019, he was chosen as the Boxer of the Year by The Ring magazine and was also nominated for Fighter of the Decade by the Boxing Writers Association of America. From 2015 to the present day, he has been considered one of the top 10 pound-for-pound boxers in the world. Since 2019, he has been considered the number one pound-for-pound boxer by The Ring, BoxRec, ESPN, the Transnational Boxing Rankings Board, and the Boxing Writers Association of America.
About Spirit of Gallo
Spirit of Gallo is the second largest spirits supplier in the United States by volume and represents some of the most iconic brands in the industry including: High Noon Hard Seltzer, New Amsterdam Vodka, E&J Brandy, RumChata, Camarena Tequila, RumHaven, Stratusphere Gin, The Dalmore Scotch Whisky, Tequila Komos, Don Fulano Tequila, Horse Soldier Bourbon, Amaro Montenegro and Condesa Gin. The entire portfolio is featured on www.spiritofgallo.com.
About Casa Lumbre
Founded and based in Mexico, Casa Lumbre is a global spirits company that develops, produces and incubates premium, award-winning spirits. Originally known for Mezcals, Liqueurs and Tequilas, Casa Lumbre continues to tap into its global values and perspective to expand beyond Mexican distillates.