Mexican Craft Beer Homage to Japanese Beer CHARRO" has landed in Japan! Pre-sale starts on March 14 at Makuake!

Felicidad, Inc. will start pre-sales of CHARRO, a premium craft beer from Mexico that will arrive in Japan in the spring of 2025, on March 14, 2025 at Makuake.

Makuake project URL: https://www.makuake.com/project/charro/

Top image

CHARRO" logo

CHARRO has become a hot topic in Mexico City, New York, Los Angeles, Paris, and other stylish cities around the world, and will finally be delivered to beer fans in Japan. It is also predicted that tacos and tortillas will be in vogue in 2025. We hope you enjoy Mexican beer along with Mexican cuisine.

<Citation/Reference

https://static.cookpad.com/campaign/foodtrend/forecast/

https://magazine.tabelog.com/articles/431679?cid=from_linenews

https://hanako.tokyo/tags/202501-special-restaurant/

What is CHARRO? An innovative brand that has changed Mexican beer culture

CHARRO is a premium beer brand that combines Mexican tradition with craft beer innovation.

The origin of the name dates back to the 19th century, when Emperor Maximilian I of Mexico brought beer culture from Europe in 1864. However, Mexico at that time did not have an infrastructure for beer distribution, and there were many cases of bandits attacking horse-drawn carriages. The emperor hired a Mexican cavalryman named "Charro" to protect the beer. In honor of this history, the brand was named "CHARRO.

CHARRO's commitment and quality

1. a taste that respects Japanese beer culture

CHARRO is a new take on Mexico's long-standing culture of light beers, with reference to the richness and sharpness of Japanese beers. As a high quality craft beer, it is available in two varieties, Pilsner and Amber, which have a delicate flavor.

2. carefully selected top-quality ingredients

Hops : Yakima Chief Hops from Yakima Valley, USA

Malt ：Malt from Europe

Yeast: LALLEMAND yeast, which also handles wine yeast

Water ： Underground water from the famous Nevado de Toluca volcano in Mexico

Certificate of origin

State-of-the-art brewing technology and sustainable production

100% automated system (Brewmaxx software installed)

Pasteurization in Framax tunnel pastiller (360 days shelf life)

Solar panels are used in the production process (powering 318 homes)

Use of recycled materials for packaging and bicycle delivery in some areas

Factories

Product Lineup

PILSNER] 355ml

A light-colored, bottom-fermented beer.

It has a refreshing taste with a clean throat and a refreshing hop bitterness.

Beautiful golden color, honey aroma, and gorgeous taste.

Light and refreshing, easy to pair with food.

*Bottom-fermented beer is brewed with yeast that settles to the bottom of the tank as fermentation proceeds. Most Japanese beers use bottom-fermenting yeast, which is also the generic term for lager beer.

AMBER] 355ml

A rich, reddish-brown beer brewed with medium-intensity malt.

It has a rich reddish-brown color and a rich flavor with notes of caramel, dried fruits, and light toast.

A perfect balance of freshness and malt richness.

Image of a pair of bottles

World-renowned taste and design

Winner of the International Taste Institute's "Excellent Taste Award" (first Mexican beer to win this award)

Winner of the Bronze Medal in the "Best Bottle Design" category at the 2021 World Beer Awards

Adopted a premium label design printed in Italy

The design reflects the eye of God (symbolizing the ability to see into the future) and the mermaid (signifying the union of earth and water).

Label Design

Award-winning label (1230 x 420 px)

To Mexico, Japan, and the World - Prospects for CHARRO

Having succeeded in establishing a "premium beer market" in Mexico, an era has arrived in which craft beers other than major brand beers are attracting attention. And in 2025, we will bring the appeal of "CHARRO" to the people of Japan.

With respect for Japanese beer culture, we will weave a new story of "CHARRO" together with Japanese beer fans.

■Project Outline

Project name: Is Mexican craft beer good?

　　　　　　　　 A tribute to Japan?

　　　　　　　　 Mexican-born craft beer!

Period ： March 14, 2025 - March 28, 2025

URL ： https://www.makuake.com/project/charro/

■About Felicidad Inc.

"We are always there for you".

Felicidad means "happiness" in Spanish. We started Felicidad with the hope of contributing to the happiness of the people we serve through the services and products we provide.

Company URL: http://www.felicidad.tokyo/