Mexican Hall of Fame

There’s a saying my abuelita always said: En la tierra de los ciegos, el tuerto es el rey (“In the land of the blind, the one-eyed is king”). Some of the meaning behind the adage gets lost in translation, still you get catch the her drift, right? In the land of the lowly and miserable, the least lowly one will be the Alpha dog.

Well, in that mythical place, Carta Blanca—Mexico’s working man beer, would be top shelf.

Of questionable undertones, the American adjunct lager launched in 1890, was Cuauhtémoc-Moctezuma brewery’s original “premium” beer.

Getting its name from the French term carte blanche, the brand’s profile has trickled down some from its sophisticated roots, and is now a staple in clandestine cock fights and non-permit construction sites.

Priceless review per Baboon Pirates:

I bought a 32 oz. bottle of Carta Blanca lager last summer since I needed a really cheap beer to pour out into saucers in my herb garden to drown the slugs.

I’m not sure this beer is good for much except killing slugs, and the brain cells of those idiotic enough to buy it. It’s certainly a bargain at $1.29 a quart.  For a five-spot, you could get gloriously toasted, yet I fear the resultant hangover.

Can’t really recommend this one, even for the poor and downtrodden.

Still, an inexplicable brand loyalty lives on, having reached its zenith during México ’86 (1986’s FIFA World Cup) thanks to an accidentally brilliant marketing campaign starring then 25-year-old Mar Castro aka “La Chiquitibum.”

Picked to be featured in a TV spot out of a crowd of extras by a cameraman, Castro decided  to cutoff a logo-emblazoned T-shirt moments before filming and shake about. It could have been just another commercial, but thanks to the fact that the buxom brunette was sans bra and it was a little bit chilly out, she became not just an overnight pop culture phenom, but also instant albañil jerk-off material.

You can check out the Star is Born moment bellow.

So here’s to you Carta Blanca, not quite the ‘Champagne of Beers,’ but the André Spumante for sure.  

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