Danny Trejo Launches Non-Alcoholic Tequila, Plans to Expand Into Rum, Mezcal, Gin and More

(Photo: Trejo’s Spirits)
Beloved character actor Danny Trejo is the latest celebrity to toss his hat into the tequila market — but one of the first to make it non-alcoholic.
Trejo is commemorating 50 years of sobriety with the launch of Trejo’s Spirits. The brand is starting off its portfolio with a “100% natural, vegan, alcohol-free” tequila, with plans to branch out into non-alcoholic rum, gin, mezcal and American whiskey in the near future.

Emblazoned with Trejo’s face, subtitled “Hecho En L.A.” (Photo: Trejo’s Spirits)
“With Trejo’s Spirits Zero Proof Tequila, I wanted to create a completely 0.0% ABV spirit,” said Trejo in a press release. “If you’re sober like me, or just avoiding alcohol, you too can make a kickass drink that tastes like a full-on celebration! If I’m throwing a party, everyone gets a seat at the table.”
As famous teetotalers like Blake Lively and Jennifer Lopez have launched their own alcohol brands, the topic of so-called “celebrity booze cash grabs” has been ignited in the public discourse. Trejo seems to be doing his own thing, combining his personal preferences with the trending popularity of non-alcoholic beverages sweeping the beer and spirits industry.
It’s not the first time that Trejo has found a lucrative angle.
Chances are, you know Danny Trejo best from one of his hundreds of acting roles in everything from Spy Kids to Breaking Bad. He even holds the all-time record for on-screen deaths in movie history — if he plays a villain, his contract requires that his character be killed “so kids learn crime doesn’t pay.”
Behind the scenes, Trejo has quietly amassed a restaurant empire that includes LA-based Trejo’s Tacos, Trejo’s Cantina and Trejo’s Coffee & Donuts.
Though his new non-alcoholic spirits brand pays homage to 50 years of sobriety, he launched a 4.7% ABV Mexican-style pilsner back in 2021 (of course named Trejo’s Cerveza). In the past, he’s also partnered with Salitos Tequila Beer for a series of machete-wielding adverts.

Trejo may be sober, but he’s no stranger to the alcohol industry. (Photo: Salitos)
Trejo’s Spirits Tequila Alternative is now retailing online for $36. If you’re interested in learning more, find the website here.
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