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

Post from: EveryJoe

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

At 08:08 on 08/08/08, the Summer Olympic games kicked off in Beijing, China. There is, it seems, an “official” everything to commemorate the games – including an official beer.

Yanjing is the official beer of the 2008 Beijing Olympic Games and no wonder, since it is the largest brewery in Asia. It currently holds a whopping 85% market share in China. That’s significant in a country that is increasingly becoming a force in the brewing world.

How much beer does the brewery expect to sell? Here’s some beer for thought… During the 2000 Sydney Olympic Games, visitors downed nearly 10,000 glasses of beer each day. No one is exactly sure how that will translate to Beijing but 10,000/day for 16 days equals 160,000 glasses, quite a quaff. Consider that 5 million foreign travelers are expected at the Games – and 120 million Chinese. Those are pretty good odds that Yanjing will sell a decent amount of beer.

As to the availability outside of China? Yanjing is reportedly widely available in Canada and can be found in 16 US states, including Massachusetts, New York, Florida and California.

If you’re interested in learning more, you can check out the web site… Be aware that it’s in Chinese and there is no translation button on the site!

** Don’t forget to enter this month’s contest! Click here to find out how to win! **

(c) Brew Ha-Ha, 2008

Post from: EveryJoe

Beer Flows at Olympics

Image details: Sixth Chongqing Beer Festival served by picapp.com

The US may well be losing its hold on the beer manufacturing market, but other countries are stepping up.

A study commissioned by German hop trader Joh Barth and Sohn has found that China, which had already found itself atop the list of the world’s top beer-producing countries, has increased its market dominance. An astounding 22% of the world’s beer is produced in China. This represents an 11.8% increase in production.

The US, Russia and Germany round out the top four – for now. Russia, Ukraine and Vietnam increased output. With increases elsewhere and the A-B acquisition, one wonders if the US won’t drop out of the top altogether.

Other than in St. Louis, the beer industry is thriving. Overall, more beer is being brewed in the world now than last year – there is a 5.2% increase globally.

Post from: EveryJoe

Your Beer: Made in China

A new study by Statistics Canada, the national statistical agency for Canadian business, economy and society, indicates that more Canadians are putting down a beer bottle in favor of wine.

In 1997, 52% of alcoholic beverage sales in Canada were comprised of beer. Wine accounted for a mere 21% of alcoholic beverages sold.

Ten years later, the sales of beer shrank to 47% while wine increased to 28%. The remaining sales were liquor.

When it comes to dollars, the wine increase is significant. On a per capita basis, wine sales amounted to $187, an increase of almost $14 from the previous year.

Wine enjoyed the most popularity in Quebec. An astonishing 34% of all wine sold in Canada was sold in Quebec; 42% of all red wine sold in Canada was also in Quebec. Prince Edward Island and New Brunswick were the only two provinces to sell more white wines than red.

As for beer, the top selling beer in Canada remains Budweiser.

All of this makes me wonder about other countries. What alcohol beverage do you drink most often? And what country are you from?

(Image: Newscom)

Post from: EveryJoe

Hey Canada, Is it the Molson?

The Sapporo brewery in Japan announced that it plans to launch a “space beer” by the end of the year. And yes, it is exactly what it sounds like – a beer for astronauts to enjoy in space.

Only 100 bottles are planned and there are no plans to make it available for commercial sale any time soon.

What makes it different from real beer? Well, space grain for one. The beer is brewed with third generation barley grains grown at the International Space Station. Barley was considered a good choice to experiment on in space as it is hardy and rich in fiber and nutrients. Biologist Manabu Sugimoto, who worked with Sapporo on the project has said that no differences have yet been detected between Earth-grown barley and space-grown barley (other than the funny tin hats – ok, I made that last part up).

The idea to create the beer grew out of a project to prepare for a future in which humans spend extended periods of time in space. And of course, after a long day on a space walk, who wouldn’t want a good beer?

(Image: Newscom)

Post from: EveryJoe

NASA, we have a lager!

Yesterday we talked about Rose Monday in Cologne, which is that city’s way to mark the beginning of the Lenten season. Other cities, notably Munich (with the end of Fasching) and, of course, New Orleans (with Mardi Gras) mark that with a huge celebration on Shrove (or Fat) Tuesday. In Brazil, though, they celebrate for four whole days, and have the entire period of Lent to recover. They probably need it since, according to Wikipedia, “more beer is consumed than the total for the rest of the year” during the four days of Carnival.

What many don’t know, however, is that Brazil also has a very strong tradition of brewing beer, often lagers in the German tradition. Brazil also has a growing microbrew industry. At this point, I have to confess to never having tried a Brazilian beer (at least not that I can recall), but I’ll be sure to rectify that shortly. In the meantime, if you know more about Brazilian beer than I do (this guy does) let us know which ones are worth trying.

image from channelnewsasia.com

Post from: EveryJoe

And now, on the other side of the world

Apparently ordering a beer in Australia is a rather complicated task, and depends heavily on where you are and whether you’re ordering a beer from draft or in a bottle. A stubbie, for example, is a bottle of beer, and a pony is a tiny glass. A pot, on the other hand, is a glass holding anywhere from 10 to 20 ounces. If you’re going to Australia any time soon you might want to check out this article on the entire subject of the many terms used for ordering beer in Australia.

I wonder what happens if you just order a beer?

image from egullet.org

Post from: EveryJoe

Should I go for the Stubbie or the Pony?

Fortunately for me, I’ve managed to stay home this Thanksgiving holiday. In fact, we didn’t go more than four blocks from our house yesterday, and even that outing was a walk to the neighbors to borrow a pie pan.

Our friend Suzanne, in contrast, is in Australia, and sends this report on Australian beers:

I’ve embarked on an effort to sample as many beers as possible that are Aussie made. So far I’ve had only 2 kinds…Carlton Draught which actually comes in a bottle…and Crown Lager (aka a ‘Crownie’). I have had a few of each and would say they are both decent drinking beers, but neither knocked my socks off. Both are fairly light in flavor and more effervescent than a ‘normal’ US beer, but I’m told getting a slab of Crownies for the holidays is a treat (that would be a case of Crown Lagers).

I’ve been very intrigued by the ‘lingo’ for what the beer sizes are. For example, in Melbourne you can get a stubby (a bottle) or a pot (a can). In fact, [in the medical cases I've read], in once case the gentleman had consumed 14 stubbies the night before, but was clearly not an alcoholic and in another case the gentleman indicated he consumes about 10 pots of beer each day at lunch and ‘therefore his consumption is not considered excessive’. To me…10 cans of beer at lunch might fall as excessive, but I’m told that is an American point of view and it’s clearly not a lot.

Well, Having lived in Germany where some workers consume a pretty significant amount of beer, I have to say that seems like a lot of beer to me. Then again, I am an American, and perspectives differ.

Looking forward to more reports from Oz!

image from the International Water Association conference website

Post from: EveryJoe

Aussie beers