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Cervecería Cuauhtémoc Moctezuma (Cervecería Cuauhtémoc Moctezuma / Heineken México) (English: Cuauhtémoc Moctezuma Brewery) is a major brewery based in
Monterrey Monterrey (, , abbreviated as MtY) is the capital and largest city of the northeastern Mexican state of Nuevo León. It is the ninth-largest city and the second largest metropolitan area, after Greater Mexico City. Located at the foothills of th ...
, Nuevo León, Mexico, founded in 1890. It is a subsidiary of Heineken International. The company operates brewing plants in
Monterrey Monterrey (, , abbreviated as MtY) is the capital and largest city of the northeastern Mexican state of Nuevo León. It is the ninth-largest city and the second largest metropolitan area, after Greater Mexico City. Located at the foothills of th ...
,
Guadalajara Guadalajara ( ; ) is the capital and the most populous city in the western Mexican List of states of Mexico, state of Jalisco, as well as the most densely populated municipality in Jalisco. According to the 2020 census, the city has a population ...
,
Toluca Toluca , officially Toluca de Lerdo , is the States of Mexico, state capital of the State of Mexico as well as the seat of the Municipality of Toluca. Toluca has a population of 910,608 as of the 2020 census. The city forms the core of the Grea ...
,
Tecate Tecate () is a city in Tecate Municipality, Baja California. It is across the Mexico–United States border, Mexico–US border from Tecate, California. As of 2019, the city had a population of 108,860 inhabitants, while the metropolitan area ha ...
, Orizaba,
Navojoa Navojoa is the fifth-largest city in the northern Mexico, Mexican States of Mexico, state of Sonora and is situated in the southern part of the state. The city is the administrative seat of Navojoa Municipality, located in the Mayo River (Mexico), ...
and, beginning in 2017, Meoqui. The plants produce, among other brands,
Dos Equis DOS (, ) is a family of disk-based operating systems for IBM PC compatible computers. The DOS family primarily consists of IBM PC DOS and a rebranded version, Microsoft's MS-DOS, both of which were introduced in 1981. Later compatible systems ...
, Sol, Bohemia, Superior, Carta Blanca, Noche Buena, Indio, Casta and Tecate. It has an annual production of .


History

The Cuauhtémoc brewery was founded in Monterrey in 1890 by José A. Muguerza, Francisco G. Sada Muguerza, Alberto Sada Muguerza, Isaac Garza Garza (brother in-law of Francisco and Alberto, married to their sister Consuelo Sada Muguerza), and Joseph M. Schnaider, with the capital of 150,000 pesos, starting with the Carta Blanca brand. The Cuauhtémoc brewery produced its first beer barrel in 1893 and won first prize in the Chicago and Paris world fairs. The ''Cervecería Moctezuma'' was founded near Orizaba during the late
Porfiriato The Porfiriato or Porfirismo (, ), coined by Mexican historian Daniel Cosío Villegas, is a term given to the period when General Porfirio Díaz ruled Mexico under an Authoritarianism, authoritarian military dictatorship in the late 19th and e ...
by German brewer Wilhelm Hasse. In 1909 Cervecería Cuauhtémoc started to expand vertically. To provide glass bottles, in 1909, Vidrios y Cristales de Monterrey, S.A., later Vidriera Monterrey, S.A. later Grupo Vitro, was founded. In order to produce boxes, bottle caps, and packaging materials, Fábricas de Cartón Monterrey was founded in 1900. In 1929, Malta, S.A. was established to produce malt for the brewery. The cardboard box department would eventually become Titán Company. During the
Mexican Revolution The Mexican Revolution () was an extended sequence of armed regional conflicts in Mexico from 20 November 1910 to 1 December 1920. It has been called "the defining event of modern Mexican history". It saw the destruction of the Federal Army, its ...
, which began in 1910, its original founders supported
Victoriano Huerta José Victoriano Huerta Márquez (; 23 December 1850 – 13 January 1916) was a Mexican general, politician, engineer and dictator who was the 39th President of Mexico, who came to power by coup against the democratically elected government of ...
. As a consequence, his rival Venustiano Carranza seized the brewery, so the founders' families fled to Texas. They re-acquired the brewery through the intervention of U.S. and Russian diplomats. The Sociedad Cuauhtémoc was founded in 1918 to provide medical and educative services to the workers' families; the final objective was to provide a welfare system to avoid
strike Strike may refer to: People *Strike (surname) * Hobart Huson, author of several drug related books Physical confrontation or removal *Strike (attack), attack with an inanimate object or a part of the human body intended to cause harm * Airstrike, ...
s. The working day was reduced from twelve to nine hours in 1907. By 1936 the holdings of the Garza, Calderón, and Sada families and their associates were divided into two groups: the Cuauhtemoc (brewery) group and the Vidriera (glass) group. In that year, the family's holdings were reorganized, creating Valores Industriales S.A. (VISA) as a
holding company A holding company is a company whose primary business is holding a controlling interest in the Security (finance), securities of other companies. A holding company usually does not produce goods or services itself. Its purpose is to own Share ...
controlling the majority of shares of the firms formerly held by Cuauhtemoc, especially Cerveceria Cuauhtemoc and Famosa. During the 20th century, Cervecería Cuauhtémoc Moctezuma was headed by José Calderón Muguerza and the two Garza Sada brothers Eugenio Garza Sada (assassinated in 1973 in a kidnapping attempt by Mexican left-wing guerrillas) and Roberto Garza Sada. In 1943, company executive Eugenio Garza Sada with his brother and other prominent people, founded the
Monterrey Institute of Technology and Higher Education Monterrey Institute of Technology and Higher Education (ITESM; ), also known as Technological Institute of Monterrey () or just Tec, is aresearch university based in Monterrey, Mexico, which has grown to include 35 campuses located across 25 cit ...
(ITESM), and in 1973, the Mexican Professional Baseball Hall of Fame was opened at the site of the company headquarters. After Eugenio Garza Sada's assassination, VISA, the Cerveceria Cuauthtemoc Moctezuma's holding, was split into two units: Visa and Grupo Industrial Alfa. Alfa received Hylsa and cash, while Visa retained the brewery business and its stake in the Banco de Londres and its affiliated institutions, and Eugenio Garza Lagüera, a son of Eugenio Garza Sada, was named CEO of Cerveceria Cuauhtemoc Moctezuma, and Bernardo Garza Sada a son of Roberto Garza Sada was named CEO of Alfa. When oil prices fell in 1981, Mexico's economic boom, financed with borrowed money, abruptly halted. Visa found itself more than $1 billion in debt the following year, and the federal government nationalized Banca Serfin—the nation's third-largest bank—in which Visa held a 77 percent stake. The nondeposit banks and associated financial companies in Grupo Financiero Serfin, not nationalized, were reorganized into a new financial-services group called Valores de Monterrey (Vamsa). Vamsa's life-insurance subsidiary, Seguros Monterrey, was the largest in Mexico. With the integration of the Moctezuma brewery in 1985, the Dos Equis, Superior, Sol, and Noche Buena brands were added to the Carta Blanca, Tecate, Bohemia and Indio brands. In 1988 Fomento Económico Mexicano, S.A. de C.V. was formed as the main subsidiary of Visa containing beer and other companies. In 1994 FEMSA sold a 22 percent share of its beer business to John Labatt Ltd. of Canada and signed an agreement with Labatt to associate their respective companies in the United States. FEMSA became the successor of Visa in 1998. On 11 January 2010, the Dutch brewing company Heineken International announced it would acquire the beer activities of FEMSA, including Cuauhtémoc Moctezuma Brewery. In 2017 Heineken Mexico (Cuauhtemoc Moctezuma) and
Molson Coors Molson Coors Beverage Company is a Canadian-American Multinational corporation, multinational Drink industry, drink and brewing company, brewing company headquartered in Chicago, Illinois. Molson Coors was formed in 2005 through the merger of Mo ...
signed a deal to import Cerveza Sol to areas in the US where Heineken didn’t already import Sol. This deal also allowed Heineken Mexico (Cuauhtemoc Moctezuma) to import
Molson Coors Molson Coors Beverage Company is a Canadian-American Multinational corporation, multinational Drink industry, drink and brewing company, brewing company headquartered in Chicago, Illinois. Molson Coors was formed in 2005 through the merger of Mo ...
Miller A miller is a person who operates a mill, a machine to grind a grain (for example corn or wheat) to make flour. Milling is among the oldest of human occupations. "Miller", "Milne" and other variants are common surnames, as are their equivalents ...
and Coors brands to Mexico, a deal similar to
Molson Coors Molson Coors Beverage Company is a Canadian-American Multinational corporation, multinational Drink industry, drink and brewing company, brewing company headquartered in Chicago, Illinois. Molson Coors was formed in 2005 through the merger of Mo ...
importing Heineken France's Killian's to the US.


Breweries

The company operates plants in Monterrey, Tecate, Navojoa, Guadalajara, Toluca, Orizaba and for 2012 one in Chihuahua. The company has an annual production of .


Beers

The company produces several types of pale and
dark lager Lager (; ) is a style of beer brewed and conditioned at low temperature. Lagers can be pale, amber, or dark. Pale lager is the most widely consumed and commercially available style of beer. The term "''lager''" comes from the German word for ...
s, some of which are available only in Mexico.


Carta Blanca

The brewery's original premium beer. Carta Blanca takes its name from the French " carte blanche".


Sol

Introduced in the 1890s, originally called El Sol. Sol is for sale in four sizes in Mexico: , -not refundable
aluminium Aluminium (or aluminum in North American English) is a chemical element; it has chemical symbol, symbol Al and atomic number 13. It has a density lower than that of other common metals, about one-third that of steel. Aluminium has ...
can, bottles and , this last is known as a ''Caguama'' (English: ''Sea turtle''). New variations from Cerveza Sol include: Sol Brava (a dark beer in a light dark bottle), Sol Light, Sol Sal y Limón (Sol with lime and salt) Sol Clamato (Beer mixed with Clamato) and Sol Cero (non-alcohol beer).


Indio

Indio beer has six sizes: Aluminium can , -not refundable and bottles plus a refundable and not-refundable bottle, a refundable bottle and a refundable bottle.


Bohemia

Bohemia 4.9% alc. takes its name from the
Czech Czech may refer to: * Anything from or related to the Czech Republic, a country in Europe ** Czech language ** Czechs, the people of the area ** Czech culture ** Czech cuisine * One of three mythical brothers, Lech, Czech, and Rus *Czech (surnam ...
region. It is pale pilsner, although recently a new dark Vienna beer has been launched as Bohemia Obscura (see Image gallery below). In addition, Cuauhtémoc Moctezuma has added a craft-style
wheat beer Wheat beer is a top-fermented beer which is brewed with a large proportion of wheat relative to the amount of malted barley. The two main varieties are German and Belgian ; other types include Lambic (made with wild yeast), Berliner Weisse (a c ...
to the line – "Bohemia Weizen" a German Kristallweizen was released in summer 2011.


Dos Equis

Dos Equis () is a
lager Lager (; ) is a Type of beer, style of beer brewed and Brewing#Conditioning, conditioned at low temperature. Lagers can be Pale lager, pale, Amber lager, amber, or Dark lager, dark. Pale lager is the most widely consumed and commercially availab ...
that was brewed by the German Wilhelm Hasse in Mexico who originally founded the brewery and named it after the Aztec ruler Moctezuma. The brand was named ''Siglo XX'' ("20th century") to commemorate the arrival of the new century, and the bottles were marked with the
Roman numeral Roman numerals are a numeral system that originated in ancient Rome and remained the usual way of writing numbers throughout Europe well into the Late Middle Ages. Numbers are written with combinations of letters from the Latin alphabet, ea ...
for 20 ("XX"), thus "Dos Equis" which is Spanish for "two Xs". The main brand Dos Equis XX Special Lager is a 4.45% abv pale lager sold in green bottles. Dos Equis XX Amber (in Mexico, Dos Equis Ambar) is a 4.7% Vienna-style amber lager sold in brown bottles, and was first exported to the United States in 1973. In November 2020, Dos Equis Lager Salt & Lime was introduced into limited markets (Texas, New Mexico, Arizona, California, Oklahoma, Florida, Louisiana, and Hawaii) in 24 oz. cans, with 12 oz. six-packs available beginning in Spring 2021. Dos Equis XX Mexican Pale Ale (MPA) is a 5.5% traditional pale ale with a Mexican twist, released in late 2018 on draught to various restaurants and bars across the United States. As of February 2019 it could be purchased as a six pack of bottles or a twelve pack of cans. The packaging received a redesign in August 2020, with increased focus on the XX symbol and the brand's colours.


Tecate

Tecate and Tecate Light are popular pale lagers named after the city of
Tecate Tecate () is a city in Tecate Municipality, Baja California. It is across the Mexico–United States border, Mexico–US border from Tecate, California. As of 2019, the city had a population of 108,860 inhabitants, while the metropolitan area ha ...
, Baja California, where they were first produced in 1943. Originally brewed by a local company, Tecate was acquired by Cuauhtémoc Moctezuma in 1955. Tecate is sold in both distinctive red and blue aluminium cans and in twist-top bottles. Tecate Light was launched in 1992 by Héctor Emilio Ayala, who was the project manager. In 2013, Tecate Titanium, containing a greater amount of alcohol, was launched as a new product of the company. In 2019, Tecate Titanium, which contains 7.5% ABV, became available in a 24 oz. can. The campaign, "We Are Bold", targets males, specifically Hispanic C-store shoppers, according to Tecate Brand Director, Belen Pamukoff. In 2017, Heineken announced that Tecate would be exported worldwide.


Other beers

* Heineken * Amstel * Affligem * Kloster * Canijilla * Lagunitas * Strongbow * Ladron de Manzanas * Miller * Coors * Moctezuma * Noche Buena: Its name comes from the Spanish name of the poinsettia flower, commonly attached to the Christmas festivities. It is a bock styled seasonally brewed beer, usually sold from early October to late December. * Sito de Kaiser * Casta * Superior: Once the flagship beer of the brewery. Its marketing slogan was ''"La rubia que todos quieren"'' (''"The
blonde Blond () or blonde (), also referred to as fair hair, is a human hair color characterized by low levels of eumelanin, the dark pigment. The resultant visible hue depends on various factors, but always has some yellowish color. The color can be ...
that everyone loves"'').


Advertising


Dos Equis

In 2007, Dos Equis inaugurated its " The Most Interesting Man in the World" advertising campaign. The advertisements feature a bearded, debonair older gentleman (originally portrayed by actor Jonathan Goldsmith) with ''Frontline'' narrator Will Lyman conducting voiceovers. As Ottmar Liebert's "Barcelona Nights" plays in the background, the advertisements featured a montage of daring exploits involving "the most interesting man" when he was younger. The precise settings are never revealed, but he performs feats such as: freeing an angry bear from a painful-looking bear trap; shooting a pool trick shot before an audience; catching a
marlin Marlins are fish from the family Istiophoridae, which includes between 9 and 11 species, depending on the taxonomic authority. Name The family's common name is thought to derive from their resemblance to a sailor's marlinspike. Taxonomy T ...
while cavorting in a Hemingway-esque scene with a young woman; winning an arm-wrestling match in a South American setting; surfing a
rogue wave A rogue wave is an abnormally large ocean wave. Rogue wave may also refer to: * Optical rogue waves, are rare pulses of light analogous to rogue or freak ocean waves. * Rogue Wave Software, a software company * Rogue Wave (band), an American in ...
; and
bench press The bench press or chest press is a weight training exercise where a person presses a weight upwards while lying horizontally on a weight training bench. The bench press is a Compound movements, compound movement, with the primary muscles involved ...
ing two young women in a casino setting, each woman being seated in a chair. In the commercial he says, "I don't always drink beer, but when I do, I prefer Dos Equis." Each commercial ends with the sign-off: "Stay thirsty, my friends." After nearly a decade of being the mascot for the beer, Goldsmith's version of the character was sent on a one-way trip to Mars in a commercial. From September 2016, "The Most Interesting Man in the World" is a French actor named Augustin Legrand. The campaign was ended in 2018, and replaced with a new campaign called "Keep It Interesante".


Tecate

Tecate beer has begun advertising heavily in the United States; initially in the Spanish-language media and more recently in the English-language media. Their tag lines are ''"Con Carácter"'' ("With Character") and "It's not beer, it's cerveza". Tecate was the primary sponsor of Mexican race driver Adrián Fernández during his career in
CART A cart or dray (Australia and New Zealand) is a vehicle designed for transport, using two wheels and normally pulled by draught animals such as horses, donkeys, mules and oxen, or even smaller animals such as goats or large dogs. A handcart ...
in the 1990s and early 2000s. In the mid 2000s, Tecate became a major sponsor in
boxing Boxing is a combat sport and martial art. Taking place in a boxing ring, it involves two people – usually wearing protective equipment, such as boxing glove, protective gloves, hand wraps, and mouthguards – throwing Punch (combat), punch ...
. It partnered with
Golden Boy Promotions Golden Boy Promotions, Inc. is an American boxing promotional firm based in Los Angeles, California. The company was established in 2002 by eight-time world champion (in six divisions) Oscar De La Hoya, borrowing his nickname "Golden Boy." Hist ...
in 2006, then switched to Top Rank, then returned to Golden Boy in 2016, sponsoring
TV Azteca Televisión Azteca, S.A.B. de C.V., commonly known as TV Azteca, is a Mexican multimedia conglomerate owned by Grupo Salinas. It is the second-largest mass media company in Mexico after Televisa. It primarily competes with Televisa as well as so ...
and Solo boxeo shows, and signing world champions
Manny Pacquiao Emmanuel Dapidran Pacquiao Sr. ( ; ; born December17, 1978) is a Filipino politician, businessman, and professional boxer. Nicknamed "PacMan", he is widely regarded as one of the greatest professional boxers of all time. He previously serv ...
and
Canelo Álvarez Santos Saúl Álvarez Barragán (; born 18 July 1990), commonly known as Canelo or Saúl Álvarez, is a Mexican professional boxer. He has held multiple quadruple champion#Boxing, world championships in four weight classes, from light middlewe ...
. In 2009, Tecate Light launched a television ad campaign targeted at the Mexican-American community, which features boxer
Oscar de La Hoya Oscar De La Hoya ( , ; born February 4, 1973) is an American Promoter (entertainment), boxing promoter and former professional boxing, professional boxer who competed from 1992 to 2008. His accolades include winning 11 list of boxing sextuple ch ...
and wrestler Rey Mysterio Jr. Also in 2009, Tecate announced a sponsorship agreement with
ESPN ESPN (an initialism of their original name, which was the Entertainment and Sports Programming Network) is an American international basic cable sports channel owned by the Walt Disney Company (80% and operational control) and Hearst Commu ...
sports. In the 2007 movie '' Hellboy II: The Golden Army'', Hellboy is shown drinking Tecate Light with Abraham Sapien and in a locker room with Krauss. In the 2014 movie '' That Awkward Moment'', with actors
Zac Efron Zachary David Alexander Efron (; born October 18, 1987) is an American actor. Efron began acting professionally in the early 2000s and rose to prominence as a teen idol for his leading role as Troy Bolton in the ''High School Musical'' film ...
and Miles Teller, Efron's character is shown drinking Tecate with his friends in their New York apartment. In 2015 a series of ads were recorded with the action actor
Sylvester Stallone Sylvester Gardenzio "Sly" Stallone (; born July 6, 1946) is an American actor and filmmaker. In a Sylvester Stallone filmography, film career spanning more than fifty years, Stallone has received List of awards and nominations received by Syl ...
in his role of
Rocky Balboa Robert "Rocky" Balboa (also known by his ring name the Italian Stallion) is a fictional character and the titular protagonist of the ''Rocky'' franchise. The character was created by Sylvester Stallone, who has also portrayed him in eight of ...
, in this campaign Rocky appears saying the phrase "''Te hace falta ver más box''" (In English ''You need to watch more
boxing Boxing is a combat sport and martial art. Taking place in a boxing ring, it involves two people – usually wearing protective equipment, such as boxing glove, protective gloves, hand wraps, and mouthguards – throwing Punch (combat), punch ...
'') in which he gives a cold stare to some men that are not acting so "manly" (e.g. listening to pop music or putting on too many clothes for cold weather). In the end Stallone says that "''Somos box''" ("''We are box''") while retired boxers are shown and " Eye of the tiger" from
Survivor Survivor(s) may refer to: * one who survives Arts, entertainment and media Fictional entities * Survivors, characters in the 1997 KKnD series#Armies, ''KKnD'' video-game series * ''The Survivors'', or the ''New Survivors Foundation'', a fictional ...
) is played. In Mexico the word is changed to ''Bax'', as Stallone uses the
American English American English, sometimes called United States English or U.S. English, is the set of variety (linguistics), varieties of the English language native to the United States. English is the Languages of the United States, most widely spoken lang ...
pronunciation for the
sport Sport is a physical activity or game, often Competition, competitive and organization, organized, that maintains or improves physical ability and skills. Sport may provide enjoyment to participants and entertainment to spectators. The numbe ...
. At the end of the commercial, Rocky looks moved by the progress of the people he helped only to receive a cold stare from Stallone himself. Stallone later led another Mexican ad campaign with soccer players and even his rival from ''
Rocky IV ''Rocky IV'' is a 1985 American sports drama film starring, written and directed by Sylvester Stallone. The film is the sequel to '' Rocky III'' (1982) and the fourth installment in the ''Rocky'' franchise. It also stars Talia Shire, Burt You ...
'',
Dolph Lundgren Hans "Dolph" Lundgren (, ; born 3 November 1957) is a Swedish actor, filmmaker, and martial artist. Lundgren made his acting debut in 1985 with a cameo in the List of James Bond films, James Bond film ''A View to a Kill''. Also that year, he h ...
, to help some Mexican fans to support the National Team in the World Cup 2018. Tecate signed Mexican boxer
Canelo Álvarez Santos Saúl Álvarez Barragán (; born 18 July 1990), commonly known as Canelo or Saúl Álvarez, is a Mexican professional boxer. He has held multiple quadruple champion#Boxing, world championships in four weight classes, from light middlewe ...
in 2016. During the 2016 presidential election campaign, Tecate ran a television ad mocking Donald Trump's proposal to build a wall between the United States and Mexico. The "Tecate Beer Wall" is "a wall that brings us together, and it's going to be huge. You're welcome, America". In February 2020, the new campaign, "Mexico Is in Us" was launched. While the brand is moving away from "macho marketing" campaigns, it remains unapologetically, a Mexican-American beer.


Football teams sponsored


Liga MX

*
C.F. Monterrey Club de Fútbol Monterrey Rayados, A.C., simply known as Monterrey or by its nickname Rayados, is a Mexican professional association football, football club based in the Monterrey metropolitan area, Nuevo León, that plays in Liga MX, the top d ...
(Tecate) * UANL Tigres (Tecate)


Image gallery

Image:Nochebuena cerveza 2007.jpg, Noche Buena beer, showing the Noche Buena (Poinsettia) and a volume of on the label. Image:Cerveca xxlager.jpg, Dos Equis (XX) Image:Cerveza bohemia obscura.jpg, Bohemia beer Image:Cerveza_indio_Michelada.jpg, Michelada and Cerveza Indio


References


External links


Cervecería Cuauhtémoc MoctezumaSol beerDos EquisCerveza Sol
{{DEFAULTSORT:Cuauhtemoc Moctezuma Brewery Heineken brands Breweries in Mexico Mexican brands Manufacturing companies based in Monterrey Food and drink companies established in 1890 Mexican companies established in 1890 Mexican subsidiaries of foreign companies