Cuauhtémoc Moctezuma Brewery

Lore & Background

The Cuauhtémoc brewery was founded in Monterrey in 1890 by José A. Muguerza, Francisco G. Sada Muguerza, Alberto Sada Muguerza, Isaac Garza Garza, and Joseph M. Schnaider, starting with the Carta Blanca brand. It produced its first beer barrel in 1893 and won first prize at the Chicago and Paris world fairs. The Cervecería Moctezuma was founded near Orizaba during the late Porfiriato by German brewer Wilhelm Hasse. In 1909, the company began vertical expansion, founding Vidrios y Cristales de Monterrey (later Grupo Vitro) for glass bottles and Fábricas de Cartón Monterrey for packaging. During the Mexican Revolution, the founders supported Victoriano Huerta, leading to the brewery's seizure by Venustiano Carranza; the families fled to Texas and later re-acquired the brewery through U.S. and Russian diplomats. The Sociedad Cuauhtémoc was founded in 1918 to provide medical and educational services to workers' families, aiming to prevent strikes. By 1936, the family holdings split into the Cuauhtémoc (brewery) group and the Vidriera (glass) group, with Valores Industriales S.A. (VISA) created as a holding company. In 1985, the integration of the Moctezuma brewery added Dos Equis, Superior, Sol, and Noche Buena to the existing brands. In 2010, Heineken International acquired the beer activities of FEMSA, including Cuauhtémoc Moctezuma.

Reader's Guide

Cervecería Cuauhtémoc Moctezuma is a cornerstone of Mexican brewing, with roots stretching back to the late 19th century. Its founding families played a significant role in the industrial development of Monterrey, establishing not only the brewery but also related industries such as glass and cardboard manufacturing. The brewery's survival through the Mexican Revolution and its subsequent expansion through the acquisition of the Moctezuma brewery in 1985 consolidated its position as a leading producer of popular Mexican lagers. Brands like Dos Equis, Sol, and Tecate have become internationally recognized, with Dos Equis gaining fame for its marketing campaigns and Tecate being exported worldwide after 2017. The company's acquisition by Heineken in 2010 integrated it into a global network, while its partnership with Molson Coors in 2017 facilitated the import of Sol into parts of the United States and brought Miller and Coors brands to Mexico. The brewery's legacy is also tied to social welfare initiatives, such as the Sociedad Cuauhtémoc, and to the founding of the Monterrey Institute of Technology and Higher Education (ITESM) in 1943 by company executives.

Did You Know?

• The brewery's original brand was Carta Blanca, named after the French term 'carte blanche'.
• Dos Equis was originally named Siglo XX to commemorate the new century, with the Roman numeral XX leading to the brand name.
• Tecate beer is named after the city of Tecate, Baja California, where it was first produced in 1943.