Carmel-bred El Jefe Tequila and Ryan Sanchez's big day includes boxing and racing.

As a star basketball player at Carmel High and U.C. Davis, Ryan Sanchez rarely shied away from a big shot. 

(Full disclosure: I've known him since we played against one another in high school and have consulted with him on a project or two since.)

Now his self-made El Jefe Tequila has quickly become a player in a hyper-competitive arena, with statewide circulation and 200 accounts in its first month of distribution, and a third place out of 50 for its reposado at the Monterey Bay Tequila Fest.

It gets its own big shot this Saturday, July 9.

A double-shot, actually.

And not just the shots they'll be pouring at Tachi Palace Hotel and Casino for Top Rank Boxing Promotions’ Main Event Saturday in Lemoore, where El Jefe will be the exclusive tequila partner in the drinks, and will also appear in the center of the ring and on boxing trunks and robes. 

Additionally, El Jefe is a sponsor of star attraction Jose Ramirez, who is rising fast in the boxing ranks and just broke into the top 10 in the super-lightweight division (with 12 KOs, which means a solid 71 percent knockout rate for a lighter fighter).

He's a young fighter from hard-scrabble Avenal—which sits near Coalinga in the Central Valley—where he grew up working the fields with his folks, and where he's gained quite a following.

He honors his roots with loyalty by directing a good amount of winnings to secure safe water in his hometown.

El Jefe will also get a shot at major exposure in untapped markets in another way.

A slick 30-second commercial will air three times on UniMas across the country, emphasizing the title El Jefe, which was the original coup and first signal that showed the brand had potential.

(El Jefe, for those who just moved to California, is Español for "The Boss.")

After years running Surf N Sand liquor store next to Bruno's and hosting a series of well-run tequila tastings, Sanchez knew his brands.

That helped develop the wherewithal to source great product and partners in little Amaita, Mexico, where he travels regularly to consult on practices and watch his partners hand-grow agave and roast and grind the agave piñas the old-school way.

The ranch sits near big corporate tequila brand Herradura.

The local watch party for the bout will be held at newly redone Sebastian's Restaurant in Monterey Tides Hotel starting at 7:30pm, with El Jefe drink and additional food specials.

The other shot of exposure comes at this weekend's U.S. Round of the Superbike World Championship at Mazda Raceway Laguna Seca.

El Jefe is the official partner tequila for the storied venue, with three bars throughout the lake bed, and the SBK Lounge area inside the racing paddock, with signage on the start-finish line billboard and elsewhere.

El Jefe runs around $45-$50 a bottle at stores like Sanchez's Surf N Sand, Corral de Tierra Market and Valley Hills Deli & BBQ and other carriers of quality cactus juice.

It proves up to the hype. To my palate, the aged añejo and reposado stand prove most pleasing, thanks to a balance of earth, clarity and roundness.