Gabriel ‘Fluffy’ Iglesias Throws His Mic Into the Celebrity Tequila Market

(Photo: Pocho Fino)

Stand-up comedian Gabriel Iglesias, better known as Fluffy, is launching a trio of tequilas that pay homage to his Mexican-American roots.

Iglesias surprised fans on Tuesday with the debut of Pocho Fino, now available in select markets with an unaged Blanco and two flavored offerings: Grilled Pineapple and Mexican Candy (in case you’re wondering, the latter is said to taste like candied watermelon, fresh lime and jalapeño). All are produced at the Tequilera Don Roberto distillery in Jalisco, Mexico, which is also responsible for Casa Noble and popstar Rita Ora’s Prospero.

Unlike many of its competitors in the celebrity spirits space, however, Pocho Fino appears to be targeting the budget-friendly side of the category. The brand is available at Total Wine, BevMo! and Lee’s Discount Liquor at a suggested retail price of $17.99 per 375-milliliter bottle and $29.99 per 750-milliliter. The Blanco is bottled at 40% ABV, and the flavored tequilas at 35% ABV.

“As a proud Mexican-American, I wanted to make a tequila that celebrates both my roots,”  Iglesias said in a news release. “When creating Pocho Fino Tequila, it was important to me that the tequila is approachable, full of flavor and fancy enough for a fine glass, or casual enough to drink out of a plastic cup. That’s what makes it my kind of tequila.”

Iglesias is listed as a co-founder alongside Next Century Spirits, a North Carolina-based company that has developed a reputation for celebrity launches over the past few years. In addition to Pocho Fino, the firm owns singer Kenny Chesney’s Blue Chair Bay Rum, “Family Guy” creator Seth MacFarlane’s Bear Fight Whiskey and rapper Yelawolf’s Creek Water American Whiskey.

“Next Century Spirits is proud to partner with Gabriel Iglesias to debut Pocho Fino Tequila, the first tequila in our award-winning portfolio,” Co-CEO Anthony Moniello added. “This is not another celebrity spirits launch, it’s a passion project for all of us that has been years in the making. Rooted in heritage, storytelling and Gabriel’s deep connection to his fans, Pocho Fino Tequila is crafted to honor tradition while delivering exceptional quality in every bottle – a brand we are all incredibly proud of.”