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 career by stepping into the ring and delivering under pressure. But In boxing, you face a single opponent. Competing in the crowded world of celebrity alcohol brands is an entirely different battle—one with over 150 competitors. Nevertheless, Álvarez isn't one to shy away from a challenge. He says that his ready-to-drink (RTD) tequila-based cocktail brand, VMC, punches above its weight thanks to one distinct advantage: authenticity. "This isn't just about creating a drink," Álvarez says. "It's about sharing a piece of my heritage."

The name VMC—short for "Viva México Cabrones"—is deeply personal. Fans of the boxing legend will recognize the phrase as Álvarez's iconic rallying cry after each fight.

"It represents my deep love for Mexico and connects me with my fans, family, and heritage," Álvarez explains. "I wanted to share that 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 developed VMC as a........

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