American, Mexican Beermakers Fight Over Mexican Livers in the United States
But Mexican beer companies won't go down without a fight.
An article yesterday in Advertising Age spells out the brewing battle between American companies who know Mexicans like to show everyone they're assimilated by downing case after case of Bud and Coors, and importers who try to play to their sense of mexicanidad by urging them to stick with Tecate, Victoria, and all the other brands offered at Señor Frog's. But those importers are also beginning to make their first overtures to gabacho drinkers: Tecate, for instance, long the domain of alcoholic tíos, is preparing its first English-language ad. Corona, meanwhile, long the domain of Bro-Mex, is doing the opposite: trying to convince Mexicans to drink their booze. Imagine that!
Okay, craft brewers: don't let big boys dominate those wab dollars, which will only grow as the Reconquista continues...
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