That's My Story

POURING ACROSS THE BORDER

Originally Published the Week of Aug. 1, 2023 in Western Outdoor Publications

I bet when you read that title, something else crossed your mind.

But no, this has nothing to do with immigration, politics or borders. It does have everything to do with brilliant marketing. 

Way back in the day when we’d foray south from California, we drank Mexican beer like it was a badge of honor.  Even as youngsters, you never got carded. 

Headed down to fish or surf or see how much mischief you could handle in a weekend, you’d return with comments like, “Dude, we inhaled a couple of cases of Dos Equis. Caught a royal buzz then caught some waves! ”

Or, “You shoulda seen all the empty Carta Blanca cans around our campsite!”

Drinking Mexican beer was part of the whole organic experience of travelling to Mexico.  It didn’t even necessarily have to be cold.   Having and finding ice was sometimes a bonus and just as important has having the beer in the first place.

But, it’s not like there were many choices and no one came down to drink Bud, Coors or PBR anyway, right?

These days, I don’t know if you keep up with the stink that’s going on with Bud Light and it’s associated boycott in the U.S. , but this has nothing to do with which side of he gender/ political line you follow.

But, unless you’ve lived in a cave the last several decades,  Mexican beer is simply crushing it in the U.S.

I think you can look at all those brilliant adds by Corona about “finding your beach.”  And sticking a lime on a longneck .

(By the way…using a lime is totally a gringo thing.  No one does it down here except tourists who have been gimmicked and conditioned by said TV ads into thinking THAT’S how to drink beer!)

And who will ever forget Dos Equis and the “World’s Most Interesting Man?”  He’s as iconic as the Budweiser Clydesdales or those historic Lite Beer commercials from years past.

You may remember such gems:

“I once won a staring contest…with my own reflection.”

“My tears can cure cancer…too bad I don’t cry.”

“I live vicariously…through myself.”

And now we see Modelo ads touting it’s “Fighting Spirit” and how they are an integral part of American sports.  (By the way…Modelo and Corona are the same companies!)

But, if you hadn’t heard, Modelo is now the #1 beer in the U.S. de-throning Bud Light which continues to tumble after the Dylan Mulvaney fiasco. 

Somehow and comically, owner Anheuser-Busch insulted not only it’s core conservative consumers, but also the LGBTQ community as well.

Agree or disagree with your position, it’s a fascinating marketing study.

But that’s a discussion for another article.

The point is Mexican beer is literally pouring across the border these days.

Mexico is now the world’s #1 beer exporter with more than $5.5 billion dollars of beer export.  

It’s not Germany. It’s not Belgium.  It’s not the  Netherlands in 2^nd place with only about $2 billion in exports. It’s not even the U.S.

However, the biggest consumer of Mexican cerveza are Americans.  The U.S. chugs more than $5 billion in sales. Send us your beer!

Although Modelo Especial is now king in the U.S. their Corona Brand is their #1 worldwide seller with exportation to over 150 countries.  Their 7 breweries in Mexico kick out up to 3 MILLION bottles PER DAY!

Overall, Mexican beer will account for over $21 billion in revenue in 2023. That includes stats showing that per capita, Mexicans average 54 liters of beer drinking annually. 

Mexicans do their part too!

That’s about 12 gallons of beer annually per person over a population of about 130 million people in Mexico.   I’m good for only about 2 bottles a month these days so someone is drinking my share!

As someone once said, “We don’t buy beer.  We rent it.”

That’s my story!

Jonathan