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CHARRO

CHARRO

チャロ
Vendor
株式会社Felicidad
A premium craft beer brand in Mexico.
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Liquor License

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Invoice registration number

T5011001111251

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About the brand

A premium craft beer brand in Mexico.
1
It is growing rapidly in Mexico, and has developed a double name with the global tequila brand "Jose Cuervo" and has already entered the United States.
2
This product is also available at Ethica (Ginza), the only Michelin-starred restaurant in Tokyo, and Bar Libre, which has been selected as one of the Top 50 bars.

More about the Brand Owner

CHARRO

チャロ

A craft beer manufacturer located in Mexico City, the capital of Mexico. Introduction of the Charo Team (3 founders) Pablo Sosa, Founder and CEO (left) After more than 10 years of experience as a marketing and operations director at Roma Linda, one of Mexico's most famous restaurant chains, he founded Charo. Guillermo Cervantes, Co-founder and COO (right) More than 23 years of experience as a consultant in Mexico. Co-founder of Charo. Jorge Sequeiros Co-Founder & Head of Sales (Middle) Experienced in the sales and marketing teams at AB InBev. He is the head of marketing for craft beer and specialty beer divisions in Mexico and Central America, and he is pouring his love of beer into Charo.
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Learn more about this brand

Why are we doing?
What are we doing?
Commitment to the product
Who are supporting us?

Why are we doing?

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Charo's goal was the richness and sharpness of Japan beer. Asahi Super Dry and other beers in Japan in general are highly regarded worldwide for brewing high-quality lager beers, so we decided to make such beers in Mexico.
　
　
Why the name Charo?
In 1864, Maximilian, who would later become emperor of Mexico, arrived at the port of Veracruz, Mexico, after a long journey by ship. Upon arrival, learning that there was no beer in Mexico at that time, he invited leading master brewers (brewers) from Europe to Mexico to start producing beer. However, bandits began to raid the wagons carrying this valuable drink. So Maximilian hired Charro, a Mexican cavalryman, to guard the carriage carrying beer. They were appointed "guardians of beer" and beer began to be distributed. Because of this history, this beer was named "Charo".
　
　
　

What are we doing?

Commitment to taste
He received the Superior Taste Award from the International Taste Institute.
　
The jury is made up of experts from the world's most prestigious associations of chefs and sommeliers, with endorsements from institutions including the Michelin Guide. This is the first feat for Mexican beer.
　
　
　
　
　
Commitment to manufacturing methods
100% automated system and Brewmaxx software
It is a beer company that has implemented Brewmaxx software, which is also used by Ab-Inbev, Heineken and Guinness. Process control system for the beer industry that allows you to automate, control and monitor various processes in a brewery.
　
• Framax Tunnel Pasteurizer (pasteurized): 360 days shelf life
　
Laboratory for quality control and research
It is a slowly fermented beer without accelerators, and unlike mass-produced beers that are completed in 48 hours, it takes about 45 days to produce. By retaining the fragrance with three times the size of conventional bubbles, you can get a refreshing feeling.
　
　
　

Commitment to the product

There are four ingredients: malt, hops, yeast, and water.
・Hops
Made with carefully selected hops from Yakima Chief Hops from the Yakima Valley in the United States, one of the world's largest hop producing areas.
　
・Yeast
It uses yeast from LALLEMAND, a leading company in the yeast world that also has wine yeast.
　
・Malt
Made with malt from Europe.
　
・Water
One of Mexico's most famous waters, Nevado de Toluca, the fourth highest mountain in Mexico at 4,680 m, uses groundwater from the volcano.
　
【PILSNER】 (Pilsner)
Pilsner is a type of light-colored bottom-fermented beer. With a clear throat
It is characterized by a refreshing hop bitterness and is one of the most common beer styles in the world.
Charo's pilsner is easy to drink, elegant and refreshing.
It shines a beautiful golden color, with a honey aroma and gorgeous flavor.
　
　
　
　
【AMBER】 (Amber)
Amber is a beer made with medium-strength malt. It is characterized by reddish-brown to amber (amber) shades.
Charro's Amber is a beer with a good balance of refreshing malt and caramel malt. It has nuances of caramel, dried fruit, and light toast.
　
　
　

Who are supporting us?

It is expanding mainly to Mexican restaurants, tequila/mezcal bars, and craft beer lovers.
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