After the slogan “Con mucho México” (With a lot of Mexico), one of the oldest brewing companies in the country decided to revamp its image and appoint members of one of the most recognized northern regional bands as brand ambassadors. Among the changes to its visual identity are the insignias and the color, which took on a more patriotic direction.
Yune Aranguren, Director of Core Brands at Grupo Modelo, stated that “this renewal not only celebrates our heritage but also reinforces our commitment to the future. Today, more than ever, we are proud to be Mexican and we want to express that.”
The New Color of Victoria Beer
One of the most striking changes is the selection of a new color for the beer: cochineal red. This color is linked to Mexico’s pre-Hispanic past. According to Victoria‘s statement, “it evokes pre-Hispanic cultures and reflects a tribute to the richness of our history.”
It is actually a natural dye that Mesoamericans used to paint codices and other objects. After the conquest, the Spaniards discovered that it came from an insect known as nocheztli (nopal blood) in Nahuatl. It was named that way because it was a plague of the plant, which contains carminic acid, a substance that is synthesized into a dye.
Since the early 19th century, Victoria Beer labels have featured three yellow and gold medallions. The most important was the central insignia containing an illustration of King Gambrinus, whose popular legends in Europe linked him to the celebration and creation of the barley-based beverage. The other two were representations of French coins, as during the Porfiriato era, these medallions reflected quality and status.
Today, the containers will bear a “V,” “an emblem of triumph and excellence that has accompanied the brand for years”; a skull in allusion to the Day of the Dead; and a heart that “symbolizes the passion and energy that Mexicans put into everything we do.”
Grupo Frontera
Similarly, the collaboration with Grupo Frontera looks to reinforce that national image. According to Victoria Beer, the band has an “emotional connection with Mexican music” and “embodies the spirit of “Mucho México” through its lyrics and rhythms”. In addition to having “put our country on the map internationally.”
The northern regional group has managed to sing with artists such as Bad Bunny, Morat, Maluma, and Nicki Nicole. Their hit “El amor de su vida”, performed in association with Grupo Firme, ranks fourth among the 100 most popular music videos in Mexico with 684 million views. And the band also participated in the concerts held during the celebrations of the cry of independence in the Zócalo of Mexico City.
In the promotional video for “Con mucho México“, we see how the new skin on the Victoria Beer can is born from the crimson liquid that comes from a nopal leaf and reaches the table of a restaurant where Grupo Frontera enjoys the new presentation.
“At Grupo Modelo, we are very proud to collaborate with Mexican brands and with Grupo Frontera, it is a way to immortalize this new stage, with worthy representatives of what it means to be Mexican,” said Aranguren.
The company that was once just a small craft brewery in Toluca, State of Mexico, evolves again and promotes the Mexican imaginary after 159 years of being founded.