Jennifer Medina

Anahi Vargas

Luis Astorga

Daniela Campos

Cecilia Victoria

Reptar’s

Beer Brewery

Guadalajara, Jalisco

Jesús Briselo and Alejandro Orozco

Target Market: Youth middle to upper class who were

“curious, alternative and people who made jokes about

societal institutions”

Colonial

Vienna

Pale Ale

Stout Imperial

Malverde

2008 Group of students

In Favor Against

Representedrebellion, solidarityand an icon igure in the culture of North. Western Mexico

Represented theconnection with thenarcotic culture

Jesús admitted the decision to use that name would be risky but also a great opportunity for the company to expand into national and international markets

The primary concern of the owners was the perception of the drug traffickers toward their product

La Minerva was a small company and giving a new product a high profile name provided publicity without paying for advertisements

Although they had negatives comments on the media, Malverde was a great success

It was launched first in Sinaloa, however, the beer soldmore in Guadalajara and Mexico City

After 6 moths, U.S. companies start showing interestin importing Malverde

Does he ever existed?

Construction worker or railwayworker

Shot and killed after a friendbetrayed him for a reward orhung from a tree

Robin Hood Stole fromrich give to poor

CULIACAN

Sinaloa is the drug lord of Mexico and the cradle of the biggest trafficker Mexico has ever known

Sinaloa’s first narcotic crop was opium. Large scale production start until the 1940’s when the opium supply for its soldiers in the US military was disrupted by war. Edward Heath, former Country Attaché for the Drug Enforcement Agency in Mexico said. “we were concerned that our supply of opium or morphine would be cut off because the world war. So we needed a supply close by, but, that was one of those black box things. Who knows when it happenes, who did it, and why”.

With the defeat of japan, the need for opium was no longer there, however, a thriving industry was created.

1980’s Sinaloa tuned from marijuana and heroin to cocaine. Colombia’s drug traffickers were having problems smuggling their cocaine directly to the U.S. and began looking for alternatives.

2008 the safety and security worsened due to the division within the Sinaloa ederation wich encompasses the dru cartels of “El chapo” Guzman and the Beltral Leyva brothers

Do you think naming the beer Malverde was an unethical decision? Why?

Do you think this decision had an impact on society?

What would you have done if you were in Jesus position, change the name of the beer after getting some bad opinions, or keep the name? Why?

Thank you