Our Founder

Roger Trevino Sr

Every great flavor has a story. Ours began with a walk through Mexico City.

In the mid-1980s, Roger Treviño Sr. was traveling through the bustling streets of Mexico City when he noticed something simple but unforgettable: people enhancing their drinks with citrus and salt to create a more flavorful experience. What seemed like a small tradition sparked a big idea.

Roger wondered, "Why isn't anyone doing this back home?"

Inspired by the flavors, energy, and culture he experienced, he returned to Texas determined to share that experience with others. Working out of his family's garage in San Antonio, Roger began sourcing citrus salt packets and selling them to local convenience stores in 1986. What started as a simple idea quickly gained momentum.

Over the years, Twang helped introduce millions of Americans to the tradition of dressing their drinks with flavor. From pioneering the beer salt category to creating innovative drink rimmers, seasonings, and flavor blends, the company grew from a family garage startup into a nationally recognized brand found in stores across the country.

Today, Twang continues to celebrate the same spirit that inspired its beginnings: bringing people together through flavor, culture, and fun. What began with a moment of curiosity on the streets of Mexico City became the foundation for a brand that encourages people to explore new flavors, create memorable experiences, and make every bite and sip a little more exciting.

After all, life is better with a little more flavor. Life is better Con Twang.