Mexican Craft Beer Revolution
Normally, when you think of Mexican beer, you think of Corona, Tecate, Dos Equis, and a number of other similar tasting and similar style beers. In fact damn near close to 100% of the market is controlled by Grupo Modelo (half owned by InBev) and Cerveceria Cuauhtemoc Moctezuma (owned by Heineken). However, the American craft beer movement is spilling south of the Border thanks to the efforts of some Mexican craft brewers and a growing network of enthusiasts in the few craft beer bars and online through social media.
Now, as an American you might be wondering what exactly Mexican craft beer is all about. In some ways, its not too much different than craft beer anywhere else; use good ingredients, try a variety of recipes and styles, and sell something that distinguishes you from the rest of the pack. Of course, you are more likely to find some Mexican inspiration like aging the beer in old tequila barrels. One of the big names making the news is "El Deposito" a three location craft beer bar modeled on an American prohibition-gangster theme, that serves a variety of mexican craft beers and varied global blends. Started by likely to be Mexican craft brewer legend, Jesus Briseno, the bar is packing it in and giving people some new options.
Of course, its a hard business and a hard sell in Mexico. Few established bars and clubs are willing to take the risk or want up front "sponsorship" deals. And while Mexicans on average drink well over 15 gallons of beer per person each year, are they willing to branch out? Currently, it looks like the mexican craft beer industry is following a similar trend to that in the USA- a very slow climb against the mass-market domestic marketing machines. However, one must also realize the differences in the mexican economy and market factors compared to the US. Distribution, market practices, and laws provide some advantages and some different challenges. However, unlike in the US, the starting generation of craft brewers have the power of social media to spread the word. With the success of craft beer in America and the possible profits once momentum picks up, perhaps we will see the big boys embrace craft styles and large retailers will stock their shelves with craft beers. Who knows, maybe the next fad in America will be Mexican craft beers.
For more about Mexican craft beer, check out the following:
