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Mexico
has a wide variety of artisanal beers, and though the list keeps growing year by year, most of them remain unknown on the market.
Artesanales de Verdad
( True Brewers ) aims to bring the artisanal beer industry to the public so that they may get acquainted with the history of the master brewers that make them. Paz Austin, director of the Mexican Brewers Association (ACERMEX) and organizer of said campaign, explained that a lot remained to be discovered in Mexico’s beer culture.
“We want to broaden the consumer’s horizons which, up until now, have consisted only of dark and bright beers,” Paz explained.
“Artisanal beer must have three ingredients: independence, size, and tradition . Mexican consumers are growing more and more interested in products that have a history. Whenever they try out a new artisanal beer, they know that they are promoting local economy. This is why independence is the industry’s most important ingredient,” said Jesús Briseño, founder of the Minerva beer company .
Though craft beer only represents 0.1% of beer production in Mexico , this market showed a 47% increase in sales compared to 2017, according to ACERMEX.
“It is important for the consumer to be able to distinguish between one brewery and another, to know where the beer comes from. We are not against the consumer choosing a larger or smaller beer, but for him or her to know the story behind each beer,” commented Jesús.
With the help of public figures that will visit beer companies and the places where independent brewers sell their products, ACERMEX will be advertising the history of different beer makers and their products with the hashtag #ArtesanalesDeVerdad (True Brewers).
The well-known chef Aquiles Chávez, Gil Cerezo –lead singer of Kinky- and bloggers such as Diana Féito will participate in the campaign.
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