Boxing Legend Canelo Álvarez Is Fighting For Another Title — The Undisputed Champion Of Ready-to-drink Cocktails

Saul "Canelo" Álvarez is nary alien to competition. A multi-division world champion and erstwhile undisputed ace middleweight king, nan Mexican boxing fable has built a occupation by stepping into nan ringing and delivering nether pressure. But In boxing, you look a azygous opponent. Competing successful nan crowded world of personage intoxicant brands is an wholly different battle—one pinch complete 150 competitors. Nevertheless, Álvarez isn't 1 to awkward distant from a challenge. He says that his ready-to-drink (RTD) tequila-based cocktail brand, VMC, punches supra its weight acknowledgment to 1 chopped advantage: authenticity. "This isn't conscionable astir creating a drink," Álvarez says. "It's astir sharing a information of my heritage."

Rallying Cry successful a Can

The punishment VMC—short for "Viva México Cabrones"—is profoundly personal. Fans of nan boxing fable will admit nan building arsenic Álvarez's iconic rallying outcry aft each fight.

"It represents my dense emotion for Mexico and connects maine pinch my fans, family, and heritage," Álvarez explains. "I wanted to banal that emotion of pridefulness pinch nan world, truthful erstwhile creating my brand, it was clear that Viva México Cabrones would beryllium astatine nan bosom of it."

Born successful Juanacatlán, Álvarez developed VMC arsenic a reflection of his roots and a mobility to Mexican culture. It's a tribute beyond simply slapping a emblem connected nan can. From its packaging to its ingredients, each point of VMC is infused pinch elements of Mexico. "The drinks themselves are made pinch nan finest ingredients from nan onshore I grew up in," Alvarez says. "You tin sensation nan value from nan very first sip."

Related: This Entrepreneur Launched a Pre-Alcohol Drink to Help Minimize nan Hangover — He Sold 5 Million Bottles By Listening to His Customers

VMC's cocktails are crafted utilizing bluish agave tequila originated from Jalisco, nan birthplace of tequila. They recreation successful 3 flavors—Margarita, Paloma (Canelo's favorite), and Jamaica Hibiscus, which is inspired by nan accepted agua fresca and offers a overmuch tart flavor. VMC is disposable successful four-packs (355mL cans) for $10.99 and resealable 700mL cans for $4.99, pinch a 5.5% ABV per serving.

Stepping Into nan Ring

First launched successful Mexico successful 2022, VMC made its U.S. debut successful September 2023. While Álvarez has already earned complete half a cardinal dollars successful his boxing career, he sees nan worthy successful diversifying. "I want to proviso nan champion imaginable life for my family," Álvarez told Entrepreneur. "Having aggregate ventures allows maine to create a unchangeable early and build a lasting bequest while doing what I'm passionate about." With VMC, Álvarez saw an opportunity to merge his entrepreneurial reside pinch his sensation pride. "Growing up adjacent Guadalajara, tequila and contented were a information of regular life," he recalls. "I saw my family activity difficult to springiness america nan devices for taxable and dedication. From a young age, I had to fig retired really to discarded popsicles, and that instauration has stayed pinch maine passim my life."

Canelo says he has seen important strides successful nan U.S. marketplace and plans to turn further successful April 2025. This strategy aligns pinch nan expanding petition for ready-to-drink cocktails, a marketplace expected to summation steadily complete nan adjacent respective years astatine a CAGR of 6.00% from 2024 to 2031.

Related: 'You Know It When You See It': The Co-Founder of Roseade Shares nan Moment He Realized They Had nan Drink of nan Summer

Despite its growth, Álvarez emphasizes that nan marque remains committed to its halfway assemblage of Mexican-American consumers. "Moving forward, I'll enactment hands-on pinch each decision," Álvarez says, overmuch to nan dismay of his opponents, who cognize each excessively bully to steer clear erstwhile Álvarez's hands are successful play. "It's an breathtaking step, and I'm proud to spot nan marque proceed to thrive," nan world champion says.

Credit: VMC

Building a Winning Corner

Alvarez is utilized to facing down opponents unsocial successful nan ring, but an endeavor for illustration this requires a championship-caliber team. That's why he collaborated pinch intoxicant manufacture powerhouse Spirit of Gallo, known for its expertise successful reaching world markets, and Casa Lumbre, a Mexican spirits institution pinch a rich | | knowing of tequila's history. He says this collaboration ensures that VMC stays existent to its roots while scaling its beingness successful nan U.S.

Related: 4 Lessons From The World Championship Boxers

Although he's still greenish successful entrepreneurship, Alvarez knows point astir having a winning mindset. "If you're entering immoderate industry, nan cardinal is to emotion what you do and aftermath up each clip to amended each day," he says.

The conflict for nan personage intoxicant title loop is still successful nan early rounds. But by emphasizing its dense sensation roots, utilizing premium ingredients, and leveraging Álvarez's prima power, VMC is positioning itself to spell nan distance.