Resist Spirits launches 'FKNG' line of spirits, honoring Hispanic heritage, Southwest Detroit roots

Resist Spirits' FKNG line
Photo credit Greg Martinez, Resist Spirits

DETROIT (WWJ) – Greg Martinez, a native of Southwest Detroit, has had two successful careers. One in federal law enforcement and one in automotive supply.

But now he’s in the midst of a third successful endeavor. Martinez, a graduate of both Southwestern High School and Wayne State University, is leaning on his Detroit and Hispanic heritage roots with his company, Resist Spirits.

“I’ve always been involved in organized sports and I’ve had some great coaches. And many of the coaches I had said, ‘when you think you’ve hit the wall, that’s your mind telling you I’m done and I wanna stop here,’” Martinez told WWJ’s Zach Clark.

“So what you wanna do is push yourself further and you’ve gotta resist those voices that are telling you you can slow down now,” he said.

As WWJ continues to celebrate Hispanic Heritage Month, Newsradio 950's Zach Clark learns how Detroit drives Martinez's vision and how the Southwest Detroit community helped shape his company’s mission statement: “Resist being average. Be FKNG extraordinary.”

Resist recently launched the For Kings Not Gods (FKNG) line of bourbons and vodka, and Martinez shared with Clark just where that name came from.

Featured Image Photo Credit: Greg Martinez, Resist Spirits