Cuauhtémoc Moctezuma Brewery
Encyclopedia
Cuauhtémoc-Moctezuma Brewery (Spanish: Cervecería Cuauhtémoc-Moctezuma) is a major brewery based in Monterrey
, Nuevo León
, Mexico
, founded in 1890. Currently it is a subsidiary of Heineken International.
The company operates brewing plants in Monterrey
, Tecate, Navojoa, Guadalajara, Toluca, Orizaba and, beginning in 2012, Chihuahua
, producing the Dos Equis, Sol, Bohemia, Superior, Carta Blanca, Noche Buena, Indio, Casta and Tecate brands among others. It has an annual production of 3.09 GL (gigalitres).
, Francisco G. Sada, Joseph M. Schnaider, and Wilhelm Hasse, with capital of 150,000 pesos, starting with the Carta Blanca brand. Cuauhtémoc brewery produced its first beer barrel in 1893 and won first prize in the Chicago and Paris world fairs.
In 1909 Cerveceria Cuauhtemoc started to expand vertically. To provide glass bottles, in 1909, was founded Vidrios y Cristales de Monterrey S.A., later Vidriera Monterrey, S.A. later Grupo Vitro. In order to produce boxes, bottle caps, and packaging materials, in 1900 Fabricas de Carton Monterrey. In 1929, Malta, S.A. was established to produce malt for the brewery. The cardboard box department would eventually become Titán Company.
During the Mexican Revolution
which began in 1910, its original founders supported Victoriano Huerta
. As a consequence, his rival Venustiano Carranza
seized the brewery, so the founders' families fled to Texas. They re-acquired the brewery through the intervention of US and Russian diplomats.
The Sociedad Cuauhtemoc was founded in 1918 to provide medical and educative services to the workers' families; the final objective was to provide a welfare system to avoid strike
s. The working day was reduced from twelve to nine hours in 1907.
By 1936 the holdings of the Garza and Sada families and their associates were divided into two groups: the Cuauhtemoc (brewery) group and the Vidriera (glass) group. In that year the family's holdings were reorganized, creating Valores Industriales S.A. (VISA) as a holding company controlling the majority of shares of the firms formerly held by Cuauhtemoc, especially Cerveceria Cuauhtemoc and Famosa.
During the 20th century, Cerveceria Cuauhtemoc Moctezuma was headed by the two Garza Sada brothers Eugenio Garza Sada
(assassinated in 1973 in a kidnapping attempt by Mexican left-wing guerrillas) and Roberto Garza Sada. In 1943, company executive Eugenio Garza Sada
with his brother and other prominent people founded the Monterrey Institute of Technology and Higher Education
(ITESM), and in 1973, the Mexican Professional Baseball Hall of Fame was opened at the site of the company headquarters.
After Eugenio Garza Sada's assassination, VISA, the Cerveceria Cuauthtemoc Moctezuma's holding, was split into two units: Visa and Grupo Industrial Alfa. Alfa received Hylsa and cash, while Visa retained the brewery business and its stake in the Banco de Londres and its affiliated institutions, and Eugenio Garza Lagüera
, a son of Eugenio Garza Sada, was named CEO of Cerveceria Cuauhtemoc Moctezuma, and Bernardo Garza Sada a son of Roberto Garza Sada was named CEO of Alfa.
When oil prices fell in 1981, Mexico's economic boom, financed with borrowed money, abruptly halted. Visa found itself more than $1 billion in debt the following year, and the federal government nationalized Banca Serfin—the nation's third-largest bank—in which Visa held a 77 percent stake. The nondeposit banks and associated financial companies in Grupo Financiero Serfin, not nationalized, were reorganized into a new financial-services group called Valores de Monterrey (Vamsa). Vamsa's life-insurance subsidiary, Seguros Monterrey, was the largest in Mexico.
Adding to Visa's problems was dissatisfaction within the extended family. Javier Garza Calderon, who owned 45 percent of the holding company, tried unsuccessfully to wrest Visa from Eugenio,Gabriel, David, and Alejandro Garza Lagüera, who controlled the rest. He filed several suits charging Eugenio with mishandling the administration of the conglomerate but was ultimately unsuccessful in winning control. In 1991 Garza Calderon's father, Javier Garza Sepulveda, tried to gain control of Visa through his Grupo Center. He also failed but made a big profit by selling his family's stock back to Visa for $428 million.
With the integration of the Moctezuma brewery in 1985, the brands XX, Superior, Sol and Noche Buena were added to the brands Carta Blanca, Tecate, Bohemia and Indio.
In 1988 Fomento Económico Mexicano, S.A. de C.V.
was formed as the main subsidiary of Visa containing the beer and other companies. In 1994 FEMSA sold a 22 percent share of its beer business to John Labatt Ltd. of Canada and signed an agreement with Labatt to associate their respective companies in the United States. FEMSA became the successor of Visa in 1998. On January 11, 2010, the Dutch
brewing company Heineken International announced it would acquire the beer activities of FEMSA, including Cuauhtémoc Moctezuma Brewery.
The company operates plants in Monterrey, Tecate, Navojoa, Guadalajara, Toluca, Orizaba and for 2012 one in Chihuahua.
The company has an annual production of 3.09 GL (see also US gallons)
The Cuauhtémoc Moctezuma Brewery can be visited. Hours are Monday through Friday from 9:00 to 17:00 and Saturday from 9:00 to 14:00. Tours are available free of charge and are offered in both English and Spanish.
The Brewery has a beer garden
which offers a free glass of Bohemia, Dos Equis or Carta Blanca. The Garden features old brewery machines and a century-old beer truck. The garden's hours are every day from 10:00 to 18:00 hrs.
and dark lagers, including Bohemia, Noche Buena and Sito de Kaiser. The latter is not yet exported to the US market.
can
, 325 millilitre bottles and 940 millilitre, this last is known as Caguama. New variations from Cerveza Sol arrive just this year: Sol Cero (non-alcohol beer), Sol Brava (a dark beer in a light dark bottle), Sol Light and Sol Sal y Limon (Sol with lime and salt).
325 millilitre, 355 millilitre-not refundable and 325 millilitre bottles plus a refundable and not-refundable .5 litre bottle, a refundable 1.00 litre bottle and a 1.25 litre refundable bottle b or.
region that is one of the most recognized brewing areas in the World. It was launched at the turn of the 20th century as Cervecería Cuauhtémoc Moctezuma's finest beer. Over the years, it has become the most awarded of Mexican beers. It's a pale pilsner although recently a new dark Vienna beer has been launched as "Bohemia Obscura" (See Picture)
that was originally brewed by the German-born Mexican brewer Wilhelm Hasse
in 1897. The brand was named "Siglo XX" ("20th century") to commemorate the arrival of the new century, and the bottles were marked with the Roman numerals "XX", or "Dos Equis" (which translates to "Two Ex
", not "Two Exes" as is sometimes thought).
The main brand Dos Equis XX Special Lager is a 4.45% abv
pale lager sold in green bottles. Dos Equis XX Ambar is a 4.7% Vienna-style amber lager sold in brown bottles, and was first exported to the United States in 1973.
"The Most Interesting Man in the World
" advertising campaign for Dos Equis features actors and Jonathan Goldsmith
as the spokesman, with Frontline narrator Will Lyman
conducting voiceovers.
, Baja California
, where they were first produced. Originally brewed by a local company, Tecate was acquired by Cuauhtémoc Moctezuma in 1955. Tecate is sold in both distinctive red aluminium cans and in twist-top bottles. Tecate Light was launched in 1992 by Hector Emilio Ayala, who was the project manager.
."
The advertisements feature a semi-beard
ed, debonair, gentleman roughly in his 70s (portrayed by actor Jonathan Goldsmith
).
While "Barcelona Nights" by Ottmar Liebert
plays in the background, the advertisements featured a montage of daring exploits involving "the most interesting man" when he was younger. The precise settings are never revealed, but he performs interesting feats, such as: freeing an angry bear from a painful-looking bear trap, shooting a pool trick shot before an India
n audience (by shooting the cue ball out of the mouth of a man lying on the pool table), catching a marlin
while cavorting in a Hemingway
-esque scene with a beautiful, young woman, winning an arm-wrestling match in a South American setting, surfing the killer wave
, and bench press
ing two East Asian young women in a casino setting, each woman being seated in a chair.
At the end of the advertisement, the interesting man says, "I don't always drink beer, but when I do, I prefer Dos Equis." Each commercial ends with a signature sign-off: "Stay thirsty, my friends." The sign-off is also a Dos Equis sponsored website featuring the latest commercials and other information (which requires age verification).
Shorter television commercials feature the man giving his opinions on various subjects, such as:
and wrestler Rey Mysterio, Jr.. Also in 2009, Tecate announced a sponsorship agreement with ESPN
sports. Tecate was also promoted in Hellboy II when Hellboy and Abe Sapien drank them.
In Mexico, Tecate advertising has received criticism due to its portrayal of women, and its "machista" messages. The ads are, indeed, targeted to a male audience by characterizing clichés of traditional male roles in friendship and per their treatment of women.
Monterrey
Monterrey , is the capital city of the northeastern state of Nuevo León in the country of Mexico. The city is anchor to the third-largest metropolitan area in Mexico and is ranked as the ninth-largest city in the nation. Monterrey serves as a commercial center in the north of the country and is the...
, Nuevo León
Nuevo León
Nuevo León It is located in Northeastern Mexico. It is bordered by the states of Tamaulipas to the north and east, San Luis Potosí to the south, and Coahuila to the west. To the north, Nuevo León has a 15 kilometer stretch of the U.S.-Mexico border adjacent to the U.S...
, Mexico
Mexico
The United Mexican States , commonly known as Mexico , is a federal constitutional republic in North America. It is bordered on the north by the United States; on the south and west by the Pacific Ocean; on the southeast by Guatemala, Belize, and the Caribbean Sea; and on the east by the Gulf of...
, founded in 1890. Currently it is a subsidiary of Heineken International.
The company operates brewing plants in Monterrey
Monterrey
Monterrey , is the capital city of the northeastern state of Nuevo León in the country of Mexico. The city is anchor to the third-largest metropolitan area in Mexico and is ranked as the ninth-largest city in the nation. Monterrey serves as a commercial center in the north of the country and is the...
, Tecate, Navojoa, Guadalajara, Toluca, Orizaba and, beginning in 2012, Chihuahua
Chihuahua, Chihuahua
The city of Chihuahua is the state capital of the Mexican state of Chihuahua. It has a population of about 825,327. The predominant activity is industry, including domestic heavy, light industries, consumer goods production, and to a smaller extent maquiladoras.-History:It has been said that the...
, producing the Dos Equis, Sol, Bohemia, Superior, Carta Blanca, Noche Buena, Indio, Casta and Tecate brands among others. It has an annual production of 3.09 GL (gigalitres).
History
The Cuauhtémoc brewery was founded in Monterrey in 1890 by José Calderón, Isaac Garza José A. MuguerzaJosé A. Muguerza
José A. Muguerza was a Mexican born entrepreneur and philanthropist who is best known for founding one of Mexico's most important healthcare facilities, Muguerza Hospital, now known as Christus Muguerza Hospital. Based in Monterrey, the hospital which started in 1934 grew to become the Muguerza...
, Francisco G. Sada, Joseph M. Schnaider, and Wilhelm Hasse, with capital of 150,000 pesos, starting with the Carta Blanca brand. Cuauhtémoc brewery produced its first beer barrel in 1893 and won first prize in the Chicago and Paris world fairs.
In 1909 Cerveceria Cuauhtemoc started to expand vertically. To provide glass bottles, in 1909, was founded Vidrios y Cristales de Monterrey S.A., later Vidriera Monterrey, S.A. later Grupo Vitro. In order to produce boxes, bottle caps, and packaging materials, in 1900 Fabricas de Carton Monterrey. In 1929, Malta, S.A. was established to produce malt for the brewery. The cardboard box department would eventually become Titán Company.
During the Mexican Revolution
Mexican Revolution
The Mexican Revolution was a major armed struggle that started in 1910, with an uprising led by Francisco I. Madero against longtime autocrat Porfirio Díaz. The Revolution was characterized by several socialist, liberal, anarchist, populist, and agrarianist movements. Over time the Revolution...
which began in 1910, its original founders supported Victoriano Huerta
Victoriano Huerta
José Victoriano Huerta Márquez was a Mexican military officer and president of Mexico. Huerta's supporters were known as Huertistas during the Mexican Revolution...
. As a consequence, his rival Venustiano Carranza
Venustiano Carranza
Venustiano Carranza de la Garza, was one of the leaders of the Mexican Revolution. He ultimately became President of Mexico following the overthrow of the dictatorial Huerta regime in the summer of 1914 and during his administration the current constitution of Mexico was drafted...
seized the brewery, so the founders' families fled to Texas. They re-acquired the brewery through the intervention of US and Russian diplomats.
The Sociedad Cuauhtemoc was founded in 1918 to provide medical and educative services to the workers' families; the final objective was to provide a welfare system to avoid strike
Strike action
Strike action, also called labour strike, on strike, greve , or simply strike, is a work stoppage caused by the mass refusal of employees to work. A strike usually takes place in response to employee grievances. Strikes became important during the industrial revolution, when mass labour became...
s. The working day was reduced from twelve to nine hours in 1907.
By 1936 the holdings of the Garza and Sada families and their associates were divided into two groups: the Cuauhtemoc (brewery) group and the Vidriera (glass) group. In that year the family's holdings were reorganized, creating Valores Industriales S.A. (VISA) as a holding company controlling the majority of shares of the firms formerly held by Cuauhtemoc, especially Cerveceria Cuauhtemoc and Famosa.
During the 20th century, Cerveceria Cuauhtemoc Moctezuma was headed by the two Garza Sada brothers Eugenio Garza Sada
Eugenio Garza Sada
Eugenio Garza Sada was a Mexican businessman and philanthropist who founded the Monterrey Institute of Technology and Higher Education in 1943.-Early life:Garza Sada was born to Isaac Garza and Consuelo Sada...
(assassinated in 1973 in a kidnapping attempt by Mexican left-wing guerrillas) and Roberto Garza Sada. In 1943, company executive Eugenio Garza Sada
Eugenio Garza Sada
Eugenio Garza Sada was a Mexican businessman and philanthropist who founded the Monterrey Institute of Technology and Higher Education in 1943.-Early life:Garza Sada was born to Isaac Garza and Consuelo Sada...
with his brother and other prominent people founded the Monterrey Institute of Technology and Higher Education
Monterrey Institute of Technology and Higher Education
The Monterrey Institute of Technology and Higher Education commonly shortened as Monterrey Institute of Technology or Monterrey Tech is one of the largest private, nonsectarian and coeducational multi-campus universities in...
(ITESM), and in 1973, the Mexican Professional Baseball Hall of Fame was opened at the site of the company headquarters.
After Eugenio Garza Sada's assassination, VISA, the Cerveceria Cuauthtemoc Moctezuma's holding, was split into two units: Visa and Grupo Industrial Alfa. Alfa received Hylsa and cash, while Visa retained the brewery business and its stake in the Banco de Londres and its affiliated institutions, and Eugenio Garza Lagüera
Eugenio Garza Lagüera
Eugenio Garza Lagüera was a Mexican businessman and philanthropist who served as chairman of the board of the Monterrey Institute of Technology and Femsa; Latin America's largest beverage corporation...
, a son of Eugenio Garza Sada, was named CEO of Cerveceria Cuauhtemoc Moctezuma, and Bernardo Garza Sada a son of Roberto Garza Sada was named CEO of Alfa.
When oil prices fell in 1981, Mexico's economic boom, financed with borrowed money, abruptly halted. Visa found itself more than $1 billion in debt the following year, and the federal government nationalized Banca Serfin—the nation's third-largest bank—in which Visa held a 77 percent stake. The nondeposit banks and associated financial companies in Grupo Financiero Serfin, not nationalized, were reorganized into a new financial-services group called Valores de Monterrey (Vamsa). Vamsa's life-insurance subsidiary, Seguros Monterrey, was the largest in Mexico.
Adding to Visa's problems was dissatisfaction within the extended family. Javier Garza Calderon, who owned 45 percent of the holding company, tried unsuccessfully to wrest Visa from Eugenio,Gabriel, David, and Alejandro Garza Lagüera, who controlled the rest. He filed several suits charging Eugenio with mishandling the administration of the conglomerate but was ultimately unsuccessful in winning control. In 1991 Garza Calderon's father, Javier Garza Sepulveda, tried to gain control of Visa through his Grupo Center. He also failed but made a big profit by selling his family's stock back to Visa for $428 million.
With the integration of the Moctezuma brewery in 1985, the brands XX, Superior, Sol and Noche Buena were added to the brands Carta Blanca, Tecate, Bohemia and Indio.
In 1988 Fomento Económico Mexicano, S.A. de C.V.
FEMSA
FEMSA is the largest beverage company in Mexico and in Latin America and as of September 2011 also the largest independent Coca-Cola bottler in the world. FEMSA originated as the Cuauhtémoc Brewery in 1890, which, through debt management, was restructured as FEMSA in 1988...
was formed as the main subsidiary of Visa containing the beer and other companies. In 1994 FEMSA sold a 22 percent share of its beer business to John Labatt Ltd. of Canada and signed an agreement with Labatt to associate their respective companies in the United States. FEMSA became the successor of Visa in 1998. On January 11, 2010, the Dutch
Netherlands
The Netherlands is a constituent country of the Kingdom of the Netherlands, located mainly in North-West Europe and with several islands in the Caribbean. Mainland Netherlands borders the North Sea to the north and west, Belgium to the south, and Germany to the east, and shares maritime borders...
brewing company Heineken International announced it would acquire the beer activities of FEMSA, including Cuauhtémoc Moctezuma Brewery.
Breweries
The company has an annual production of 3.09 GL (see also US gallons)
The Cuauhtémoc Moctezuma Brewery can be visited. Hours are Monday through Friday from 9:00 to 17:00 and Saturday from 9:00 to 14:00. Tours are available free of charge and are offered in both English and Spanish.
The Brewery has a beer garden
Beer garden
Beer garden is an open-air area where beer, other drinks and local food are served. The concept originates from and is most common in Southern Germany...
which offers a free glass of Bohemia, Dos Equis or Carta Blanca. The Garden features old brewery machines and a century-old beer truck. The garden's hours are every day from 10:00 to 18:00 hrs.
Beers
The company produces a range of palePale lager
Pale lager is a very pale to golden-coloured beer with a well attenuated body and a varying degree of noble hop bitterness. The brewing process for this beer developed in the mid 19th century when Gabriel Sedlmayr took pale ale brewing techniques back to the Spaten Brewery in Germany and applied it...
and dark lagers, including Bohemia, Noche Buena and Sito de Kaiser. The latter is not yet exported to the US market.
Carta Blanca
The brewery's original premium beer. Carta Blanca takes its name from the French "carte blanche". Carta Blanca beer is meant as a token of thanks and respect to customers.Sol
Introduced in the 1890s, originally called El Sol. The logo and presentation has not been changed. Sol beer is for sale in 4 sizes in Mexico: 500 millilitre (see also US fluid ounce) 355 millilitre-not refundable, aluminiumAluminium
Aluminium or aluminum is a silvery white member of the boron group of chemical elements. It has the symbol Al, and its atomic number is 13. It is not soluble in water under normal circumstances....
can
Beverage can
A beverage can is a tin can designed to hold a specific portion of a beverage. Beverage cans are made of tin-plated steel or aluminium.- History :...
, 325 millilitre bottles and 940 millilitre, this last is known as Caguama. New variations from Cerveza Sol arrive just this year: Sol Cero (non-alcohol beer), Sol Brava (a dark beer in a light dark bottle), Sol Light and Sol Sal y Limon (Sol with lime and salt).
Indio
The beer was originally named "Cerveza Cuauhtémoc" however many people simply asked for an Indio because of the picture of the Indian on the clay bottle. Indio beer has six sizes: Aluminium canBeverage can
A beverage can is a tin can designed to hold a specific portion of a beverage. Beverage cans are made of tin-plated steel or aluminium.- History :...
325 millilitre, 355 millilitre-not refundable and 325 millilitre bottles plus a refundable and not-refundable .5 litre bottle, a refundable 1.00 litre bottle and a 1.25 litre refundable bottle b or.
Bohemia
Bohemia takes its name from the CzechCzech Republic
The Czech Republic is a landlocked country in Central Europe. The country is bordered by Poland to the northeast, Slovakia to the east, Austria to the south, and Germany to the west and northwest....
region that is one of the most recognized brewing areas in the World. It was launched at the turn of the 20th century as Cervecería Cuauhtémoc Moctezuma's finest beer. Over the years, it has become the most awarded of Mexican beers. It's a pale pilsner although recently a new dark Vienna beer has been launched as "Bohemia Obscura" (See Picture)
Dos Equis
Dos Equis is a lagerLager
Lager is a type of beer made from malted barley that is brewed and stored at low temperatures. There are many types of lager; pale lager is the most widely-consumed and commercially available style of beer in the world; Pilsner, Bock, Dortmunder Export and Märzen are all styles of lager...
that was originally brewed by the German-born Mexican brewer Wilhelm Hasse
Wilhelm Hasse
Wilhelm Hasse was a German-born Mexican brewer and founder of Dos Equis.In 1884 Wilhelm Hasse emigrated from his homeland and established the Moctezuma brewery in Veracruz, Mexico. In 1897, Hasse blended his brewing heritage with the spirit of Mexican tradition to create Dos Equis.-References:...
in 1897. The brand was named "Siglo XX" ("20th century") to commemorate the arrival of the new century, and the bottles were marked with the Roman numerals "XX", or "Dos Equis" (which translates to "Two Ex
X
X is the twenty-fourth letter in the basic modern Latin alphabet.-Uses:In mathematics, x is commonly used as the name for an independent variable or unknown value. The usage of x to represent an independent or unknown variable can be traced back to the Arabic word šay شيء = “thing,” used in Arabic...
", not "Two Exes" as is sometimes thought).
The main brand Dos Equis XX Special Lager is a 4.45% abv
Alcohol by volume
Alcohol by volume is a standard measure of how much alcohol is contained in an alcoholic beverage .The ABV standard is used worldwide....
pale lager sold in green bottles. Dos Equis XX Ambar is a 4.7% Vienna-style amber lager sold in brown bottles, and was first exported to the United States in 1973.
"The Most Interesting Man in the World
The Most Interesting Man in the World
The Most Interesting Man in the World is an advertising campaign for the Dos Equis brand of beer, produced by the marketing firm Euro RSCG for Cuauhtémoc Moctezuma Brewery. The ads feature Jonathan Goldsmith as "the world's most interesting man" and are narrated by Frontline's Will Lyman...
" advertising campaign for Dos Equis features actors and Jonathan Goldsmith
Jonathan Goldsmith
Jonathan Goldsmith is an American actor. He began his career on the New York stage, then started a career in film and television. He appeared in several TV shows in the 1960s, 1970s, 1980s, and 1990s...
as the spokesman, with Frontline narrator Will Lyman
Will Lyman
William Lyman is an American voice-over artist and actor, perhaps best known for his polished, resonant voice that has narrated the PBS series Frontline since its second season in 1984. Lyman has made a successful career in television and theater...
conducting voiceovers.
Tecate beer
Tecate and Tecate Light are popular pale lagers named after the city of TecateTecate
Tecate is a small city in Baja California, Mexico and the municipal seat of Tecate Municipality. It is located on the border with Tecate, California, United States in the San Diego–Tijuana metropolitan area. There is a small port of entry betwixt the sister cities that serves as a calmer...
, Baja California
Baja California
Baja California officially Estado Libre y Soberano de Baja California is one of the 31 states which, with the Federal District, comprise the 32 Federal Entities of Mexico. It is both the northernmost and westernmost state of Mexico. Before becoming a state in 1953, the area was known as the North...
, where they were first produced. Originally brewed by a local company, Tecate was acquired by Cuauhtémoc Moctezuma in 1955. Tecate is sold in both distinctive red aluminium cans and in twist-top bottles. Tecate Light was launched in 1992 by Hector Emilio Ayala, who was the project manager.
Dos Equis
In 2007, Dos Equis inaugurated its current advertising campaign, "The Most Interesting Man in the WorldThe Most Interesting Man in the World
The Most Interesting Man in the World is an advertising campaign for the Dos Equis brand of beer, produced by the marketing firm Euro RSCG for Cuauhtémoc Moctezuma Brewery. The ads feature Jonathan Goldsmith as "the world's most interesting man" and are narrated by Frontline's Will Lyman...
."
The advertisements feature a semi-beard
Beard
A beard is the collection of hair that grows on the chin, cheeks and neck of human beings. Usually, only pubescent or adult males are able to grow beards. However, women with hirsutism may develop a beard...
ed, debonair, gentleman roughly in his 70s (portrayed by actor Jonathan Goldsmith
Jonathan Goldsmith
Jonathan Goldsmith is an American actor. He began his career on the New York stage, then started a career in film and television. He appeared in several TV shows in the 1960s, 1970s, 1980s, and 1990s...
).
While "Barcelona Nights" by Ottmar Liebert
Ottmar Liebert
Ottmar Liebert is a German-born composer and guitarist, born to a Chinese-German father and a Hungarian mother. As a child, he spent most of his time traveling Europe and Asia with his family...
plays in the background, the advertisements featured a montage of daring exploits involving "the most interesting man" when he was younger. The precise settings are never revealed, but he performs interesting feats, such as: freeing an angry bear from a painful-looking bear trap, shooting a pool trick shot before an India
India
India , officially the Republic of India , is a country in South Asia. It is the seventh-largest country by geographical area, the second-most populous country with over 1.2 billion people, and the most populous democracy in the world...
n audience (by shooting the cue ball out of the mouth of a man lying on the pool table), catching a marlin
Marlin
Marlin, family Istiophoridae, are fish with an elongated body, a spear-like snout or bill, and a long rigid dorsal fin, which extends forward to form a crest. Its common name is thought to derive from its resemblance to a sailor's marlinspike...
while cavorting in a Hemingway
Ernest Hemingway
Ernest Miller Hemingway was an American author and journalist. His economic and understated style had a strong influence on 20th-century fiction, while his life of adventure and his public image influenced later generations. Hemingway produced most of his work between the mid-1920s and the...
-esque scene with a beautiful, young woman, winning an arm-wrestling match in a South American setting, surfing the killer wave
Killer wave
Killer Wave is a 2007 joint American-Canadian action-thriller TV mini-series, directed by Canadian filmmaker Bruce McDonald and written by Tedi Sarafian, George Malko, William Gray.-Plot:...
, and bench press
Bench press
The bench press is an exercise of the upper body. For bodybuilding purposes, it is used to stimulate the pectorals, deltoids, and triceps. While on his or her back, the person performing the bench press lowers a weight to the level of the chest, then pushes it back up until the arm is straight...
ing two East Asian young women in a casino setting, each woman being seated in a chair.
At the end of the advertisement, the interesting man says, "I don't always drink beer, but when I do, I prefer Dos Equis." Each commercial ends with a signature sign-off: "Stay thirsty, my friends." The sign-off is also a Dos Equis sponsored website featuring the latest commercials and other information (which requires age verification).
Shorter television commercials feature the man giving his opinions on various subjects, such as:
- pick-up linePick-up lineA pick-up line is a conversation opener with the intent of engaging an unfamiliar person for romance, or dating. Overt and sometimes humorous displays of romantic interest, pick-up lines advertise the wit of their speakers to their target listeners....
s: "There's a time and a place for them. The time is never. You can figure out the place on your own." - life: It's never too early to start beefing up your obituary."
- wingmen: Only one man is needed to talk to a woman.
- the two-party systemTwo-party systemA two-party system is a system where two major political parties dominate voting in nearly all elections at every level of government and, as a result, all or nearly all elected offices are members of one of the two major parties...
: "The after party is the one you want to attend." - self-defenseSelf-defenseSelf-defense, self-defence or private defense is a countermeasure that involves defending oneself, one's property or the well-being of another from physical harm. The use of the right of self-defense as a legal justification for the use of force in times of danger is available in many...
: "The right look should suffice." - manscaping: "I have no idea what this is."
- packages: "Fellas, leave the tight pants to the ladies. If I can count the coins in your pocket, you'd better use them to call a tailor!"
- Lady LuckLady LuckLady Luck may refer to:* Fortuna, in Roman mythology, goddess of fortune* Tyche, in Greek mythology, goddess of fortune* Lady Luck , a film starring Robert Young and Barbara Hale...
: "Beware of a woman who only shows up when you're winning."
Tecate
Tecate beer has begun advertising heavily in the U.S.; initially in the Spanish language media and more recently in the English language media. Their tag lines are "Con Carácter" ("With Character") and "It's not beer, it's cerveza". In 2009, Tecate Light launched a television ad campaign targeted at the Mexican American community, which feature boxer Oscar de La HoyaOscar de la Hoya
Oscar De La Hoya is a retired American boxer of Mexican descent. Nicknamed "The Golden Boy", De La Hoya won a gold medal at the Barcelona Olympic Games shortly after graduating from Garfield High School. De La Hoya comes from a boxing family. His grandfather Vicente, father Joel Sr., and brother...
and wrestler Rey Mysterio, Jr.. Also in 2009, Tecate announced a sponsorship agreement with ESPN
ESPN
Entertainment and Sports Programming Network, commonly known as ESPN, is an American global cable television network focusing on sports-related programming including live and pre-taped event telecasts, sports talk shows, and other original programming....
sports. Tecate was also promoted in Hellboy II when Hellboy and Abe Sapien drank them.
In Mexico, Tecate advertising has received criticism due to its portrayal of women, and its "machista" messages. The ads are, indeed, targeted to a male audience by characterizing clichés of traditional male roles in friendship and per their treatment of women.
First Division
- C.F. MonterreyClub de Fútbol MonterreyThe Club de Fútbol Monterrey is a Mexican football club from Monterrey, Nuevo León, and the current champion of the CONCACAF Champions League. Founded on June 28, 1945, it is the oldest active team in the professional division from the northern part of Mexico....
(Carta Blanca) - Chivas de Guadalajara (Tecate)
- Club TijuanaClub TijuanaClub Tijuana Xoloitzcuintles de Caliente is a Mexican football team from Tijuana, Baja California, Mexico. Tijuana plays in the Primera División de México It was founded in January 2007. The colors that identify the club are red and black.-History:...
(Tecate) - Cruz Azul (Sol)
- Jaguares de ChiapasJaguares de ChiapasThe Club de Fútbol Jaguares de Chiapas, is a Mexican football club now based in Tuxtla Gutiérrez, in the state of Chiapas. They currently play in Primera División de México...
(Sol) - Monarcas Morelia (Sol)
- Pachuca (Sol)
- Querétaro FCQuerétaro FCQuerétaro Fútbol Club, is a Mexican professional football club based in the city of Querétaro, Mexico. Queretaro plays in the Primera División of Mexican football league system, after being promoted at the end of the 2008-2009 season from the Primera División A...
(Tecate) - Tecos UAG (Sol)
- UANL Tigres (Carta Blanca)
Liga de Ascenso
- CD VeracruzCD VeracruzTiburones Rojos de Veracruz, known as Veracruz, is a Mexican professional football club. Veracruz plays in the Liga de Ascenso de México. Their nickname "Tiburones Rojos" means red sharks. The club was founded in 1943 after two clubs from the city state of Veracruz, Iberia de Córdoba and Veracruz...
(Sol) - Mérida F.C. (Sol)
- Indios de Ciudad JuárezIndios de Ciudad JuarezClub de Futbol Indios de Ciudad Juárez commonly known as Indios or Los Indios de Juárez is a Mexican football team. It emerged after the Pachuca Juniors team moved to Ciudad Juarez. Most of the players belonged to Pachuca as reserves from the first team or are younger talent...
(Tecate) - Cruz Azul HidalgoCruz Azul HidalgoClub Deportivo Cruz Azul Hidalgo also known as Cruz Azul is a professional football club in Mexico currently playing in Liga de Ascenso. Their stadium is Estadio 10 de Diciembre located in Ciudad Cooporativa Cruz Azul in Hidalgo and is the Affiliate team of Cruz Azul...
(Sol)
- Universidad de Guadalajara (Sol)
- Dorados de SinaloaDorados de SinaloaClub Social y Deportivo Sinaloa, or simply Dorados, is a Mexican professional football club. The club plays its home games in Culiacán, Sinaloa, in the northwest of Mexico. Dorados was the youngest franchise to play in the Primera División de México, having joined the division for the first time...
(Tecate) - Guerreros de Hermosillo (Tecate)
- Albinegros de OrizabaAlbinegros de OrizabaThe club Albinegros de Orizaba, is a football team of the city of Orizaba, Orizaba Athletic Club was founded in 1898, a sporting club who also practice Cricket among other sports in the city of Orizaba, Veracruz...
(Sol)