VMC, a ready-to-drink tequila-based canned cocktail born from a partnership between world champion boxer Saúl “Canelo” Álvarez, Spirit of Gallo and Casa Lumbre, is coming to select US markets this September.

VMC, which stands for Viva Mexico Cabrones – an exclamation of pride in Mexico – is a celebration of Mexican heritage, tradition and flavors, founded by one of its most iconic athletes.

Born in Guadalajara and raised in rural Jalisco where the native blue agave is used to craft tequila, Canelo was inspired to create VMC in honor of this shared heritage.

“Our roots bring us to where we all are at the moment. It is that same spirit that will take us to where we want to go,” Álvarez said.

VMC canned cocktails are crafted with the expertise of master tequila makers using blue agave grown in Jalisco, and are available in three flavors: Paloma, Jamaica Hibiscus Cocktail and Margarita.

With its initial release planned for select markets with large Mexican-American populations, VMC is the first canned cocktail to be aimed primarily at the Hispanic audience in the US, the fastest-growing demographic in the country..

“Tequila is not only Mexico’s spirit of choice but is also the third largest and fastest-growing major spirit category in the US,” stated Britt West, Senior Vice President and General Manager of Spirit of Gallo. “Pre-mixed cocktails and flavored alcohol beverages are driving growth in the market, each up 14%. So, consumers are looking for canned cocktails and full-flavor styles, but until now there hasn’t been an authentic Mexican offering in this category. VMC is here to change that.”

For more about VMC, including where to buy, visit VMCdrinks.com.