VMC's Tequila-Based Canned Cocktails Target Hispanics in the US
Laura McQuarrie — August 30, 2023 — Lifestyle
References: vmcdrinks & boxingscene
World champion boxer Saúl "Canelo" Álvarez, Spirit of Gallo and Casa Lumbre created VMC, a ready-to-drink tequila-based canned cocktail brand that's now making its way to consumers in the United States. VMC (which stands for "Viva Mexico Cabrones") was initially launched in Mexico in 2022 and its success propelled its creators to look beyond its launch market.
VMC's intriguing offerings include a Palolma, a Margarita and a Jamaica Hibiscus Cocktail inspired by traditional agua fresca. According to the brand, "VMC is the first canned cocktail to be aimed primarily at the Mexican audience in the US." These canned cocktails are poised to fill a gap in the market for authentic, full-flavor Mexican offerings that are ready to consume.
VMC's intriguing offerings include a Palolma, a Margarita and a Jamaica Hibiscus Cocktail inspired by traditional agua fresca. According to the brand, "VMC is the first canned cocktail to be aimed primarily at the Mexican audience in the US." These canned cocktails are poised to fill a gap in the market for authentic, full-flavor Mexican offerings that are ready to consume.
Trend Themes
1. Canned Cocktails - Canned cocktails are gaining popularity due to their convenience and wide range of flavors, opening up opportunities for innovative flavor combinations and unique packaging designs.
2. Mexican-inspired Beverages - Mexican-inspired beverages are attracting a growing consumer base, creating opportunities for companies to develop new and authentic flavors that cater to the demand for diverse and culturally rich drink options.
3. Ready-to-drink Market - The ready-to-drink market is experiencing a surge in demand, presenting opportunities for brands to capitalize on the convenience and portability trends by offering high-quality, pre-mixed cocktails that cater to specific audience preferences.
Industry Implications
1. Alcoholic Beverage Industry - The alcoholic beverage industry can explore the canned cocktail trend to create innovative drink offerings that cater to consumer preferences for convenience, variety, and unique flavors.
2. Ethnic & Cultural Food and Beverage Industry - The ethnic and cultural food and beverage industry can leverage the popularity of Mexican-inspired beverages to introduce new flavors and capitalize on the demand for authentic and culturally diverse drink options.
3. Packaging Industry - The packaging industry has the opportunity to design and create visually appealing, functional, and sustainable packaging solutions for the burgeoning market of canned cocktails, meeting consumer expectations for both aesthetics and convenience.
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