The fastest-growing spirit in the United States has a new entrant: VMC, a ready-to-drink canned tequila-based cocktail, born out of a collaboration between world champion boxer Saúl "Canelo" Álvarez, Spirit of Gallo, and Casa Lumbre. VMC is a celebration of Mexican heritage, tradition, and flavors, and it's founded by one of Mexico's most iconic and globally recognized sporting superstars.
Launched successfully in Mexico in 2022, VMC stands for "Viva Mexico Cabrones," an expression of pride and celebration of Mexico. These cocktails are expertly crafted by master tequila makers using blue agave cultivated in Jalisco. VMC offers three distinct flavors, best enjoyed chilled straight from the can:
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Paloma: This classic grapefruit cocktail highlights the unique flavor of VMC's exceptional tequila.
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Jamaica Hibiscus Cocktail: Inspired by the traditional agua fresca, this tart and fruity cocktail combines hibiscus and tequila.
- Margarita: VMC's distinct take on the renowned tequila-based cocktail.
VMC is presented in premium cans with gold accents, adorned with iconic symbols of Mexican heritage and tradition, including an eagle atop a piña (the heart of the agave plant) amid the agave fields of Jalisco.
Saúl "Canelo" Álvarez, a native of Guadalajara, Jalisco, where the native blue agave is used to create authentic Mexican tequila, was inspired to create VMC in honor of this shared heritage. He stated, "Today a dream comes to fruition, demonstrating that we are unique and ready to celebrate with the strength that unites us."
Britt West, Senior Vice President and General Manager of Spirit of Gallo, explained, "VMC was created and first launched in Mexico led by our partners at Casa Lumbre, and it was a huge success among Canelo's fans. We are confident that VMC will capture the hearts and palates of Mexican and Mexican-American consumers in the United States. We are thrilled to embark on this journey together with Canelo."
VMC's initial release will target select markets with large Mexican-American populations, making it the first canned cocktail primarily aimed at the Mexican audience in the US. The Hispanic population is the second-largest in the US and the fastest-growing demographic, with Mexicans constituting 62% of Hispanics in the country and driving growth within the demographic.
West continued, "Tequila is not only Mexico's spirit of choice but is also the third largest and fastest-growing major spirit category in the US. Pre-mixed cocktails and flavored alcohol beverages are driving growth in the market, each up 14%. So, consumers are looking for canned cocktails and full-flavor styles, but until now, there hasn't been an authentic Mexican offering in this category. VMC is here to change that."
VMC will be available in the US from September, sold in four packs of 355mL slim cans with a suggested retail price of $10.99. The Paloma and Jamaica Hibiscus Cocktails are also available in a 700mL resealable can at a suggested retail price of $4.99. VMC has an alcohol by volume (ABV) of 5.5% per serving. More information about VMC and where to purchase can be found on the VMC website.
