El Bandido Yankee Celebrates National Badass Day

Tequila brand honors rebels, rule-breakers, and trailblazers who chase life and refuse to live ordinary.

Published on Mar. 10, 2026

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This National Badass Day, El Bandido Yankee Tequila is officially raising a glass to the bold, the fearless, and the unapologetically awesome. The brand is calling on Americans to celebrate the men and women who chase greatness, blaze their own badass trail, and live life full throttle.

Why it matters

El Bandido Yankee is using National Badass Day as a platform to spotlight everyday people who are grinding, serving their communities, building futures, breaking barriers, and defying odds. The brand wants to recognize and celebrate excellence and the relentless spirit of those living life on their own terms.

The details

El Bandido Yankee is encouraging consumers to share their own "Badass moments" on social media using #NationalBadassDay and #BreakOutTheBandido. The brand will feature incredible "Badasses" like Jack Brady, Dani Rose, and Josh Seiden, who will be showcased across America as part of the National Badass Day takeover.

  • National Badass Day is celebrated on March 10, 2026.

The players

El Bandido Yankee Tequila Company

An award-winning, ultra-premium, all natural tequila brand crafted in the Highlands of Jalisco, Mexico from 100% Blue Weber Agave.

Jim Bob Morris

Co-Founder of El Bandido Yankee Tequila Company, who overcame odds, upbringing and loss to reach the highest levels in sports, business and philanthropy.

Chris Chelios

Co-Founder of El Bandido Yankee Tequila Company and NHL legend.

Don Pedro Sánchez de Tagle y Pérez Bustamante

Known historically as the "Father of Tequila" for establishing the first tequila factory around 1600.

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What they’re saying

“National Badass Day is about honoring the people who don't wait for permission…the ones who bet on themselves, push past limits, and prove that the boldest move is simply deciding to go for it.”

— Jim Bob Morris, Co-Founder, El Bandido Yankee Tequila Company (PRNewswire)

What’s next

Consumers are encouraged to share their own "Badass moments" on social media using #NationalBadassDay and #BreakOutTheBandido, tagging @ElBandidoYankee for a chance to be featured.

The takeaway

El Bandido Yankee is using National Badass Day to celebrate the rebels, rule-breakers, and trailblazers who chase life and refuse to live ordinary. The brand wants to recognize and honor the bold, fearless, and unapologetically awesome people who bet on themselves, push past limits, and live life on their own terms.