Canelo Álvarez’s Canned Cocktail Brand, VMC, Is an Undisputed Winner

(Photos: VMC)

On Saturday, Canelo Álvarez was defeated by Terence Crawford in a unanimous decision heard across the globe. It was the third-ever loss for the undisputed super-middleweight champion, a shocking turn of events for millions of fans and the beginning of a potential comeback story that Álvarez may chart in years to come.

But one thing is for sure. The Mexican boxer’s canned tequila cocktail brand, VMC, continues to reign victorious.

In Fall 2022, Álvarez quietly debuted an alcohol venture known as VMC — a Spanish acronym for the rallying cry “Long Live Mexico, Bastards!” From its red, white and green color scheme to its soaring eagle logo, the brand was built from the ground up as a declaration of Mexican pride.  Following a successful sales year in Álvarez’s home country, the cocktails were eventually introduced to the United States by Spirit of Gallo, the California-based powerhouse behind High Noon and New Amsterdam Vodka.

Looking back, it’s clear that Álvarez was ahead of the curve. Ready-to-drink cocktails, otherwise known as RTDs, have exploded onto liquor store shelves across the nation, bringing with them a wave of celebrities capitalizing on the hype. A-listers including Kylie Jenner, Jennifer Lopez, Blake Lively and Lil Yachty have rushed into the category, replacing the old generation of malt-based hard seltzers with brightly-colored, spirits-based alternatives. It’s easy to understand why consumers can’t get enough. At the same time, however, it’s clear there are far too many brands for any one pre-mixed margarita to stand out from the crowd.

That’s why it’s so impressive that VMC punches above its weight. Having tried dozens of its contemporaries, we can confidently say that Álvarez’s canned cocktail is one of, if not the best, options in the tequila category.

It all begins with the boxer’s hometown. Álvarez was born in the city of Guadalajara, a stone’s throw away from the Jalisco distilleries that produce over 95% of the world’s tequila supply. Of course, proximity to the source doesn’t always make for a great product. The difference is that Álvarez brings with him an authenticity that rings true to Mexican tastes. In addition to Margarita and Paloma flavors, VMC currently offers cocktails in Hibiscus and Tamarind varieties, all of which are canned at 5.5% ABV and sold at around $12 per four-pack.

All are deliciously juicy in their own right. The Margarita and Paloma each resemble a high-quality, sugar-forward soda akin to Squirt or Jarritos. These are not vaguely flavored hard seltzers with a splash of juice. Instead, you get a ton of citrus, recognizable agave and just the right amount of tart, pithy bite. Though neither veers too far from the established formula, they’re a welcome change of pace from competitors that usually lean a) cloyingly sweet or b) nothing at all.

Hibiscus is where things start to get interesting. Poured into a glass, the cocktail looks like a carbonated red wine, the kind that you probably wouldn’t want to spill on your couch after one too many drinks. The flavor profile is sour and tangy, falling midway between cranberry and pomegranate. It has a hint of tea-like medicinality lingering beneath the surface as well, adding a soothing aftertaste that almost feels nostalgic.

Last but not least is Tamarind, our personal favorite of the bunch. If you’ve never tasted tamarind pods or candies before, their flavor is best imagined as a kind of sticky molasses mixed with lime and nuts. VMC does the ingredient justice. The subtle citrus vibes pair great with tequila, as does the earthy sweetness that tastes remarkably similar to agave. It’s a shame that more mixologists haven’t incorporated tamarind into their menus because this flavor is an absolute winner.