As the trend of celebrity owned/backed-alcohol brands continues, actor Danny Trejo has launched Trejo’s Spirits, a new line of alcohol-free spirits.
Trejo recognizes the importance of sobriety, and has been sober for more than 50 years. He sees the launch of his non-alcoholic spirits line as a way to provide a sophisticated alternative for those engaging in the social experience of drinking while recognizing that sobriety is a viable and rewarding lifestyle, the company says.
“With Trejo’s Spirits Zero Proof Tequila, I wanted to create a completely 0.0% ABV spirit,” says Trejo. “If you’re sober like me, or just avoiding alcohol, you too can make a kickass drink that tastes like a full-on celebration! If I’m throwing a party, everyone gets a seat at the table.”
Future expressions will include zero proof versions of mezcal, American whiskey, rum and gin.
A lineup of mocktail recipes, including juice blends, agua frescas, and other sips will be served at Trejo’s Tacos restaurants in Los Angeles, and can be found in Trejo’s latest cookbook, Trejo’s Cantina: Cocktails, Snacks & Amazing Non-Alcoholic Drinks from the Heart of Hollywood.