Gabe Fonseca Flips ‘Pocho’ into Premium Tequila

Gabe Fonseca Launches ‘Pochofino’ Tequila, Reclaiming a Slur

In a bold move that reclaims a derogatory term, comedian and personality Gabe Fonseca has launched his own tequila brand, ‘Pochofino.’ The name itself is a powerful statement, directly addressing the slur ‘pocho,’ a word used in Mexico to describe Mexicans born in the United States, implying they are neither fully Mexican nor fully American. Fonseca, a proud Mexican-American, decided to flip the script, transforming a word meant to alienate into a symbol of pride and a premium product.

From Patron Devotee to Tequila Mogul

For years, Fonseca has been vocal about his love for tequila, with Patron being his undisputed go-to. “My go-to has always been Patron year after year after year,” he shared. He’d been approached multiple times to create his own brand but remained hesitant, unwilling to compromise on quality. “I like Patron. So unless you can make something as good or better than Patron for me, I don’t want to entertain it,” he explained. This past year, a company approached him with a proposition, confident they could create a tequila that would meet his high standards.

“And sure enough, not only did they meet my expectations, they allowed me to create something that was one of those things where…” Fonseca recalled. The conversation took a pivotal turn when the brand creators, assuming his Mexican heritage meant he’d want something traditionally Mexican, asked him to ensure the brand was ‘on brand.’ Fonseca’s response was immediate and eye-opening: “You do realize I was born here, right?”

Embracing the Hybrid Identity

This revelation sparked the core concept for Pochofino. “I am Mexican. I’m Mexican American. And I think that that’s one of those things that a lot of times people forget. They just think it’s one side or another. And it’s like they don’t realize that there’s a hybrid. Yes. You know, it’s a combination of the two,” Fonseca stated. He recognized a gap in the market for a brand that authentically represented this dual identity. “Look, man, there’s never been a story told about someone who has a brand that’s Mexican and American, the two worlds coming together.”

‘Pocho’ Reimagined: Pochofino

The word ‘pocho’ carries a negative connotation, signifying an outsider status even within one’s own heritage. “And it means you’re from over there, not from over here. You’re one of them, okay? Not one of us. Okay? And so even though I’m brown, I’m still considered an outsider,” Fonseca elaborated. He shared experiences of not being welcomed with open arms when performing in Mexico, being perceived as American.

With this understanding, Fonseca decided to confront the slur head-on. “So I said, ‘All right, well, if we’re going to do a tequila, then it needs to be established that it’s it’s from a person who’s Mexican but born in the US.’ So the word is po. So normally that’s considered a negative word. So I said, ‘Let’s flip that word and make it a word that’s like, all right, I’m acknowledging what you call me, but I’m going to make it awesome.’ So I came up with a tequila called Pochofino.” The name itself, combining ‘pocho’ with ‘fino’ (fine), signifies a refined and elevated take on this identity.

A Personal Touch: Honoring His Dogs

Beyond the powerful reclamation of a slur, Pochofino holds deep personal significance for Fonseca. The distinctive image of two Chihuahuas on the bottle honors his beloved dogs who passed away. “Those two dogs in particular are my dogs that unfortunately passed away about a year and a half ago. And I took them on the road with me for they’ve been to 40 plus states,” he explained. The brand name, Pochofino, was a way to “honor my dogs, honor the brand, honor who I am.”

The Debut and Future of Pochofino

This appearance on ‘Club Shay Shay’ marks the very first time Pochofino has been featured publicly. “This is the first time we are ever featuring it. It’s not been on I haven’t done anything on social media. There’s been no commercials. There’s been nothing to promote this brand. This is the very first time we are featuring this,” Fonseca emphasized.

Fonseca’s commitment to the brand is evident in his personal consumption. When playfully challenged by host Shannon Sharpe about his drinking habits, Fonseca revealed, “On average, I do about three bottles a weekend.” He stands by the quality, stating, “The flavor is it’s as good as Patron if not better.”

A Resonating Message

Fonseca believes the message behind Pochofino will resonate widely. “This is also something that resonates with a lot of different cultures because anytime you are a certain c you know like for example, let’s say Indians born here in America versus born in India or you know Chinese born in America versus in China there’s always a word or a thing were like, ‘Uh, you’re not one of us, you’re one of them.'” He sees Pochofino as a celebration of the complex, hybrid identities that many, particularly in the diaspora, navigate.

A New Companion

The conversation also touched upon Fonseca’s new puppy, a tiny 4lb Chihuahua named “Chihuahua.” He contrasted the energy of his new pet with his senior dogs, highlighting the demanding nature of puppyhood. “When I put her down, she’s gone. If I if if I leave the door open, Shannon, I no longer have a dog.” A humorous exchange followed about the potential for cardiac arrest if he had to chase her, leading to the playful conclusion that he’d simply get another one.

Fonseca’s launch of Pochofino is more than just a new beverage; it’s a cultural statement, a testament to embracing one’s full identity, and a tribute to cherished memories. The premium tequila is poised to make waves, offering a taste of a proudly redefined heritage.

Source: Mexicans Born In America Are Called Pocho: “Negative Word.” I CLUB SHAY SHAY (YouTube)