Our Story


Perfected Over Time

Perfeccionado Con El Tiempo

It seems like yesterday my brothers and I were running through the hillsides of Mexico where beautiful agave plants sprouted in every direction. I can still clearly see the alluring agave, with its thick pointed leaves and robust piñas. I remember their vastness and the hearty blue succulents that towered over me as I ran through the fields. My father would tell us that the agave plants meant so much to the Mexican culture because they symbolized the combined works of nature and humankind. The agave plant expresses a history, spanning over hundreds of years, of a long and intimate relationship between the people and their natural environment.

Just as an agave plant takes many years of nurturing and cultivating, so did my boxing career. As a six-time world boxing champion, I often times compared my success to the lifecycle of an agave and how it was not a quick process, but one that took many years to reach full maturity. I feel proud to say my path was not easy, but with hard work and dedication, I became a Mexican boxing legend. Now that my boxing career is over, I’m focused on developing a world-class tequila. I am proud of my tequila, and I want to share it with the world! “A champion enters a new ring.”

J.C. Chávez jcc signature