1. Jennifer Medina
Anahi Vargas
Luis Astorga
Daniela Campos
Cecilia Victoria
Reptar’s

2.  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”

3.  Colonial  Stout Imperial
 Vienna  Malverde
 Pale Ale

4.  2008 Group of students
In Favor Against
Represented Represented the
rebellion, solidarity connection with the
and an icon igure in narcotic culture
the culture of North.
Western Mexico

5.  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

6.  Although they had negatives comments on the media,
Malverde was a great success
 It was launched first in Sinaloa, however, the beer sold
more in Guadalajara and Mexico City
 After 6 moths, U.S. companies start showing interest
in importing Malverde

7.  Does he ever existed?
 Construction worker or railway
worker
 Shot and killed after a friend
betrayed him for a reward or
hung from a tree
Robin Hood  Stole from
rich give to poor

8.  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

9.  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?

10. Thank you