There are boxer shorts. Then there are shorts for boxers. And then there are fancy shorts for undefeated talents on national pay-per-view.
A pair of the latter gets its time in the spotlight—and boxing ring—when rising Fresno-based boxer Jose Ramirez fights on the undercard of the Manny Pacquiao-Timothy Bradley showdown on pay-per-view HBO this Saturday, April 9.
Carmel-born luxury craft tequila brand El Jefe will be featured on Ramirez's shorts, warm-up shirt and robe at MGM Grand Garden Arena.
Ramirez, who trains with Pacquiao's hall-of-fame coach Freddie Roach, is 16-0 with 12 KOs. He starred on the 2012 Olympic team and was born in Avenal, just south of Monterey County.
This serves the latest notice that El Jefe, the official spirit sponsor of Mazda Raceway Laguna Seca, is going big.
Ryan Sanchez, who grew up in the family business at Bruno's Market in Carmel and now directs traffic at Surf N Sand and Corral de Tierra Market, created the brand and continues to steward it every step of the way, from Jalisco, Mexico to storefronts domestically.
Speaking of storefronts, Southern Wine and Spirits begins state-wide distribution Friday, April 8.
At this point Surf N Sand Liquors (next to Bruno's off Ocean in Carmel), Baja Cantina in Carmel Valley, Turn 12 in Monterey and Rio Grill, Vesuvio and Forge in the Forest in Carmel, among others.
The silver retails around $45, the reposado near $50.
In other words, let's get ready to rumble.
Ding ding.
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