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Saul “Canelo” Álvarez is no stranger to competition. A multi-division world champion and former undisputed super middleweight king, the Mexican boxing legend has built a profession by stepping into the ring and throwing punches under pressure. But in boxing you fight one opponent. Competing in the crowded world of well-known alcohol brands is a completely different battle – one that is over 150 players. Nevertheless, Álvarez does not shrink back from challenges. He says his brand of tequila-based ready-to-drink (RTD) cocktails, VMCIt punches above its weight with one distinct advantage: authenticity. “It’s not just about creating a drink,” says Álvarez. “It’s about sharing a piece of my heritage.”
A cry in the can
The name VMC – short for “Viva México Cabrones” – is deeply personal. Fans of the boxing legend will recognize this phrase as Álvarez’s iconic battle cry after every fight.
“It represents my deep love for Mexico and connects me with my fans, family and heritage,” Álvarez explains. “I wanted to share this feeling of pride with the world, so when creating my brand, it was clear that Viva México Cabrones would be at the heart of it.”
Born in Juanacatlán, Álvarez created VMC as a reflection of his roots and a nod to Mexican culture. It’s a tribute that goes beyond simply punching a flag in a can. From packaging to ingredients, every detail of VMC is infused with Mexican elements. “The drinks themselves are made with the best ingredients from the country I grew up in,” says Alvarez. “You feel the difference from the first sip.”
VMC cocktails are made with blue agave tequila from Jalisco, the birthplace of tequila. They come in three flavors – Margarita, Paloma (Canelo’s favorite) and Jamaica Hibiscus, which is inspired by the traditional agua fresca and offers a more tart taste. VMC is available in 4 packs (355ml cans) for $10.99 and resealable 700ml cans for $4.99, with an alcohol content of 5.5% per serving.
Entering the ring
First launched in Mexico in 2022, VMC debuted in the U.S. in September 2023. While Álvarez has already earned over half a billion dollars he sees value in diversification in his boxing profession. “I want to give my family the best life possible,” Álvarez said Entrepreneur. “Through many endeavors, I can create a sustainable future and build a lasting legacy while doing what I am passionate about.” Through VMC, Álvarez saw an opportunity to mix his entrepreneurial spirit with cultural pride. “Growing up near Guadalajara, tequila and tradition were part of everyday life,” he recalled. “I have seen my family work hard to provide us with the tools of discipline and sacrifice. From an early age, I had to figure out how to sell popsicles, and that foundation stayed with me throughout my life.”
Canelo says it has seen significant progress in the US market and plans to expand further in April 2025. This strategy is in line with growing demand for ready-to-drink cocktails, with the market expected to grow steadily over the next few years at a CAGR of 6.00% from 2024 to 2031
Despite its growth, Álvarez emphasizes that the brand stays committed to its core audience: Mexican-American consumers. “Moving forward, I will take every decision into consideration,” Álvarez says, much to the dismay of his opponents, who know all too well to remain away when Álvarez’s hands are in the game. “This is an exciting step and I am proud that the brand continues to grow,” says the world champion.
Loan: VMC
Building a winning corner
Alvarez is accustomed to facing opponents alone in the ring, but such an endeavor requires a championship-caliber team. That’s why it partnered with spirits powerhouse Spirit of Gallo, known for its experience in reaching global markets, and Casa Lumbre, a Mexican spirits company well versed in the history of tequila. He says this partnership ensures VMC stays true to its roots while expanding its presence in the US
Although Alvarez is still green in entrepreneurship, he knows a thing or two about a winning mindset. “If you go into any industry, the key is to love what you do and wake up every day to improve every day,” he says.
The fight for the celebrity alcohol champion belt is still in its early stages. But by highlighting its deep cultural roots, using the highest quality ingredients and harnessing Álvarez’s star power, VMC is preparing to go the distance.