The Origins of Mexican Beer
A luxury product imported from the U.S. and Europe and mostly consumed by foreigners, beer became a 100% Mexican product with the growth of beer companies alongside the 19th century technological advances.
Botella para cerveza (1870) by Autor no identificadoMuseum of the Purpose of the Object
From Europe to Mexico
On July 6, 1542, Charles V signed the permit to open the first brewery in America, which was established at the Hacienda del Portal in Amecameca, State of Mexico. There are no accurate records of beer production from this time, but from its consumption.
Revolucionarios con tarros de cerveza. Fotografía (1915) by Autor no identificadoMuseum of the Purpose of the Object
Shortly after the Mexican Independence (1810), small breweries appeared in Mexico City and other cities, almost all founded by Europeans: "Del Hospicio de los Pobres", by Justino Tuallion (1824), "La Pila Seca" by Bernhard Bolgard (1825), "La Candelaria" by Frederich Herzog (1845), "Cerveceria San Diego" by Peter Streemater (1860), "La Compañía Cervecera Limitada" by Karl Fredenhagen (1849), "La Cruz Blanca" by Emil Drecher (1869), among many others.
Tarro con personaje (1920) by Autor no identificadoMuseum of the Purpose of the Object
Toby Jugs: A fun way to drink
Toby Jugs are ceramic jars representing faces or figures of different characters. They were produced in England, Germany and France in the 18th century.
Farmer John. Tarro con personaje (1920) by Royal DoultonMuseum of the Purpose of the Object
The first Toby Jug is believed to have represented Toby Fillpot, a famous Yorkshire drinker of the late 18th century and they reached their peak of popularity in the late 19th century, this popularity is related to the expansion of beer consumption.
Tarro con personaje (1910) by Autor no identificadoMuseum of the Purpose of the Object
It is believed that they arrived in Mexico in the middle of that century when the first English and German producers settled in the country.
Charola (1907) by Compañía Cervecera Toluca y México, S.A.Museum of the Purpose of the Object
The first Mexican Brewers
In 1865, the Cervecería de Toluca y México was founded by the Swiss Agustín Marendaz, ten years later was acquired by Santiago Graf, who would launch the first lager beer, called Toluca Lager, He installed an ice factory, a bottle factory and opened branches in San Luis Potosí, Celaya, Guadalajara and Mexico City.
Cervezas Moctezuma. Charola (1926) by Compañía Litográfica Zapata Hermanos Sucesores, S.A. para Cervecería Moctezuma, S.A.Museum of the Purpose of the Object
In 1891, Cervecería Cuauhtémoc was founded in Monterrey, by Francisco Sada, Isaac Garza, José A. Muguerza and the brewmaster Joseph M. Schnaider.
In 1894, Guillermo Haase founded Guillermo Haase y Cía, which would soon be known as Cervecería Moctezuma in Orizaba, Veracruz.
Cerveza Pacífico Clara (1960) by Cervecería del Pacífico, S.A.Museum of the Purpose of the Object
In 1896, Juan Terrazas founded the Compañía Cervecera de Chihuahua and in 1896, Jacob Schuehle founded the Cervecería de Sonora and in 1900, the Cervecería del Pacífico in Mazatlán.
By 1900, there were 29 breweries throughout the Mexican territory.
Cerveza Montejo (1965) by Cervecería Yucateca, S.A.Museum of the Purpose of the Object
In the first half of the 20th century, the beer industry consolidated as one of the most important in the country, the small brewers disappeared or were absorbed by the larger ones.
Cerveza Tecate (1970) by Cervecería Cuauhtémoc, S.A.Museum of the Purpose of the Object
The influence of breweries was such that new industries emerged around them, for instance, the glass industry (which manufactured bottles and containers).
Cerveza Monterrey. Anuncio (1935) by Cervecería Cuauhtémoc, S.A.Museum of the Purpose of the Object
The printed cardboard industry (producing labels, boxes and ads), the tin industry, ice production, distribution and transportation, and advertising industries also emerged from Mexican breweries.
Cerveza Coronita Extra (1993) by Cervecería Modelo, S.A. de C.V.Museum of the Purpose of the Object
During the 20th century and until today, the beer market in Mexico is dominated by two companies: Grupo Modelo and Cervecería Cuauhtémoc Moctezuma.
Cerveza Victoria (1916) by Compañía Cervecera Toluca y México, S.A.Museum of the Purpose of the Object
Both companies have built strategies to take their products beyond Mexican borders, and have managed to amass an important participation in international markets, which is proof of the accelerated technological development that these industries have had in the country in almost two centuries.
