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Mexican Lifestyles Food & Dining New Local Craft Pilsner By Brewery Minerva Honors 'narco Saint
Mexican Lifestyles Food & Dining New Local Craft Pilsner By Brewery Minerva Honors 'narco Saint | New Local Craft Pilsner By Brewery Minerva Honors 'narco Saint |
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| Written by MEGAN SMITH | |
| Saturday, 22 December 2007 | |
 'Local brewery Minerva hopes the outlaw image of popular "narco saint" Jesus Malverde will help them steal drinkers away from Mexico's bigger beer-makers. ' - Photo By Farid Sanchez Malverde will be an ambassador of sorts for Minvera, which was looking to expand their market into Mexico's northwest, says spokesman Juan Carlos Banda. The company launched its new beer in Malverde's hometown of Culiacan, Sinaloa on December 11. "Malverde is as much a cultural landmark in Culiacan as the statue of Minerva is here in Guadalajara. So it seemed logical that we would name this beer after him." The European-style pilsner, which Banda says has "a touch of honey," is undeniably sweeter than its namesake. Part myth, part reality, the legends of Mexico's own Robin Hood are entrenched in the highland north - where rebellion is a virtue and outlaws are heroes. Little is known about the historical figure of Jesus Malverde except that he was a notorious thief killed, presumably by authorities, around 1909. Most devotees say Malverde robbed from the rich and distributed his ill-gotten gains among the poor. He is attributed with minor miracles protecting the poor and, in a region where the drug trade isn't a moral issue, his shrine is frequented by those seeking help in their illicit activity - earning Malverde the reputation as the "narco saint." "We understand that not everyone views Malverde as a positive figure. I guess it depends on your perspective. But he is 100 percent Mexican and he is a relevant part of our culture," says Banda. Ultimately, Banda doesn't think the new beer's name will be its best selling point. "Quality is what will make Malverde popular. Malverde is a lighter beer than our Minerva and pilsners are refreshing and popular here in Mexico. That's just a fact. But that doesn't mean quality must be sacrificed," he says. Cerveceria Minerva got off the ground just two years ago in a small warehouse in Zapopan. Hoping to serve a growing appetite for finely-crafted alternatives to mass-produced lagers, Minvera produces around 20,000 cases of its two ales and a stout each year, almost all of it distributed in Guadalajara's metro area. Local branches of Red Pub, Wing's Army and the Brit Public House began serving Malverde on tap last Friday, and the bottled brew will soon be available at Super Farmacias Guadalajara and Wal-Mart. So far, Banda is thrilled with Malverde's success. "We're sold out through the new year and it looks like Malverde will represent a 35 percent increase in our sales in its first month." Profiting on the name of a thief, it appears, is completely legitimate. Minerva offers home delivery of kegs and cases and can be reached at (33) 3682-0474 or online at www.cerveceriaminerva.com. |
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