It all started with a lemon, a lime, and a crazy idea...
Roger Trevino Sr
Strolling through the streets of Mexico City while on a business trip three decades ago, Roger Treviño hit upon an idea that spiced up an entire category in the food and beverage industry.
The concept was packaged citrus salts and, once Treviño found a raw product supplier in California, he began blending and distributing the salt packets to convenience stores locally in 1986. Ten years later, his company Twang began marketing the product as beer salt and then added flavored margarita salts, boldly introducing the Mexican tradition to consumers for the first time in the United States.
Since then, Twang has grown into a massive business that manufactures and ships seven brands of Southwestern-inspired flavored salts, sugars, and spice seasonings to stores and restaurants in 48 states and overseas. Some of Twang’s other brands include the snack topping Twangerz, a food seasoning called Zas!, flavored coffee topping Café Zuca, and Twang-a-Rita, a cocktail dressing.
the twang timeline
The first Twang Packet
Roger Trevino Sr. starts Twang in the garage of his family home in San Antonio, TX.
Pickle Salt Girl
Roger wanted to showcase his only daughter, Elysia, who made her debut as a model, perm and all.
Making Big Moves
Twang buys its first machinery and becomes a direct manufacturer. The first packet machine is still used today
Twang gets spicy!
Elysia makes a comeback on the packaging at age 12 for Twang's first chili based blend.
Mini Beer Bottle Shaker
Twang's debuts it's now iconic Beer Salt bottle and becomes the first ever to create a FLAVORED margarita for TX grocer H.E.B.
The Clip Strip
Our most popular merchandising piece since the first counter display rack, makes displaying Beer Salt innovative and increases Twang's visibility.
Twang celebrates it's 25th year anniversary by releasing the first limited edition flavor Caliente 86 "Hot Lime" Beer Salt
Our product lineup includes a wide variety of products, including custom flavors for top coffee brands and bar/restaurant establishments.