When Is a Name Just a Name? “Drug Smuggler Saint” Beer Causing a Stir

When is a name just a name? A Mexican brewery has recently introduced a new beer named after the “patron saint” of drug traffickers in that country. The brewery claims that it’s simply piggy-backing on a trend but critics have blasted the move as glamorizing and promoting gang lifestyles.

The beer, Malverde Beer, is named after Jesus Malverde. Malverde is a bit of legend, as details of his life have not been confirmed. What is generally agreed upon is that he was a bandito who stole from the rich and gave the money to the poor in Mexico. He has since been revered by drug dealers and gangs – as well as the general populace – all over Mexico. His name, literally translated, is “evil green” which is evocative of marijuana.

Over the years, Malverde’s legend has grown. Shrines have been erected in his honor, including a public shrine in Mexico City. One source claims that in Bakersfield, California, 80% of Mexican nationals involved in the drug trade possess at least one likeness of Jesus Malverde on a prayer card, candle or statue.

The brewery, Minerva Brewery, in Guadalajara, defends the beer as part of the Mexican culture. The brewery’s manager, Jesus Briseno, says, “We’re just trying to honor a Mexican legend, that’s all.” Briseno was inspired to make the beer after visiting a shrine to Malverde; they intend to donate 1% of the profits to a Malverde chapel. The beer features the slogan:

A hero, a legend, a beer.

Critics say it is not honor or legend. They claim it is part of the so-called “narcoculture” which celebrates drug-related murders and the drug smuggling industry. Songs about drug smugglers, known as narcocorridos, are a staple of Mexican banda music, and pocket-size comic books feature smugglers and hit men.

As for the actual beer, it is described as “a malty, European-style pilsner” made with barley is imported from Wisconsin. It retails for 77 pesos, about twice the price of a normal six pack of beer in Mexico.

Many local businesses have opposed the marketing of the beer. Wal-Mart of Mexico has refused to sell the beer in its stores due to the tie in between Malverde and drug smugglers.

Nonetheless, Minerva has marketed the beer quite successfully. The commercial description of the beer in Spanish plays up the pilsner style and the Malverde connection:

Cerveza Malverde es cuidadosamente elaborada al estilo Pilsner Continental con los mejores ingredientes como lúpulo Hallertau agua de pozo profundo, maltas exportadas en tributo a Jesús Malverde…un héroe,una leyenda, una cerveza.

Minerva is no stranger to conflict. In 2006, brewery produced 24,000 bottles of Duff Beer. If the name sounds familiar, it’s the fictitious beer that Homer Simpson drinks on Fox’ popular show, The Simpsons. Fox was not interested in working with the brewery and the idea fizzled.

It will be interesting to see how this new venture plays out. Public reaction to the beer in Mexico has been mixed; nonetheless, Minerva plans to roll out the beer in the United States.

I can’t imagine how it will sell in the US. You can never underestimate the lure of marketing (Jessica Simpson, anyone?) though the limited reviews of the beer itself have not been kind.

So, at the end of the day, the question is whether a name matters? Is a criminal association for purposes of marketing a bad thing? For example, would a Bonnie and Clyde beer in the US be met with apathy or enthusiasm? It really should just be about the beer – but controversy is what sells. What do you think?

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beer, Minerva Brewery, Jesus Malverde, Malverde beer, drug smuggling