In order to give a greater boost to the city, and show the best of the beer that is produced in it, this Tuesday the “Craft Beer Route” by the entrepreneurs in this sector, as well as the municipal and state authorities.
It is a strategy promoted by four of the largest local craft breweries in Jalisco: Minerva, Fortuna, La Loba and Cielito Lindowho have come together to create “a route” open so that the people of Jalisco, and all tourists who visit the Metropolitan Area of Guadalajara, you can learn about the production processes and taste this craft drinkand that, according to the founding partner of Cerveza Minerva, Michell Barbosa Duvignau, “craft beer is given the value it has in the market and in history”.
The General Coordinator of Economic Development of Guadalajara, Alfredo Aceves Fernandezexplained that the idea for this project arose three years ago, before the pandemic caused by the COVID-19however, due to this, it had to be put on hold, which is why today, in the midst of economic recovery, “it is a good time to resume it and promote it” with the help of the municipalities of Guadalajara and Zapopan, the Association of Craft Brewers of Mexico and the Strategic Coordination of Growth and Economic Development.
From the tourism field, he said, the “Craft Beer Route” seeks to generate one more day of stay for visitors to the Metropolis, looking for them to spend a day to get to know the factories of the breweries , learn about their production processes and taste the dishes offered in the restaurants that have joined the initiative.
“I am sure that the beer route will be, in a few years, a benchmark in the city”he added.
The mayor of Guadalajara, Pablo Lemus Navarropointed out that, given the necessary impetus and support, this project could become, for example, what is today Valle de Guadalupe and its Wine Route in Baja California, Parras in Coahuila, or the Tequila Route in the municipality of Tequila, in our State.
“This beer route has exactly the same opportunity, in 20 years we are going to say the same thing. Undoubtedly. People who go to cities already do it as an experience, That is also why this beer route does not compete with the tequila route, it is complementary, because the people who are going to go on the tequila route are going to want to come later to the Guadalajara Metropolitan Area to do the beer route or vice versa”, predicted the mayor of Guadalajara, adding that the city is the main producer of craft beer in the entire Republic.
The mayor of Zapopan, Juan José Frangie, stressed that this type of alliance exists not only between businessmen and women, but also with municipal governments and the support of the state government, because thanks to this opening, strategies can be implemented in favor of promoting the city and the state.
The director of the Association of Craft Brewers of Mexico, Christina Beard, pointed out that this industry is of great relevance for Jalisco not only because of the quality offered by the production of this drink, but also because of what it represents for the national industry. He referred that in Mexico there is 1,462 breweries that produce more than 600,000 hectoliters a year, of which Jalisco contributes 17% in established breweries.
“Our category plays a greater role within the industry, because in 2021, despite the pandemic, we grew the 25.89%. In 2021 we generate 10 thousand 636 nationwideof which 35% are women, and 9% of them are single mothers”, added the director.
Lastly, the CEO of Cerveza Minerva, Ricardo Mezasaid for his part that restaurants, bars and iconic places in the city are added to the strategy to show the cultural relevance of this very diverse drink and of the State, while the General Strategic Coordinator for Growth and Economic Development, Xavier Orendain, who the route “in vision and example of unity”may also be strengthened thanks to the support of the Guadalajara Metropolitan Area Tourism Trust and the Guadalajara Convention and Visitors Bureau.