Some question whether the brew is appropriate considering the drug lord’s crimes.

By Mike Pomranz
Updated January 22, 2020
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If you’ve ever dreamed of drinking like a drug lord… well, first, maybe clean up your dreams a bit, but second, now you can… at least in name. “El Chapo” is now a beer thanks to the notorious Mexican drug trafficker’s daughter.

El Chapo Mexican Lager plans to sell south of the border at 70.10 pesos (about $3.75) for a 12-ounce bottle, pending government approval, according to USA Today. The price is based on the position Joaquin "El Chapo" Guzman ranked on the Forbes 2009 list of the world’s richest people: 701st. Alejandrina Guzman Salazar has reportedly previously used the name and number for an El Chapo clothing line, and unveiled bottles of the cerveza—which feature a tasteful portrait of her father on the label—at a fashion show in Guadalajara last week.

Bottles of beer of "El Chapo 701," a line in clothing, jewelry and liquor bearing the nickname of the jailed Mexican drug lord Joaquin "El Chapo" Guzman Loera, are displayed during the 72 edition of IM Intermoda Mexico fashion fair in Guadalajara, Mexico, on January 14, 2020.
ULISES RUIZ / Contributor/Getty Images

“This is an artisanal beer, with 4 percent alcohol. This prototype is a lager, and it’s made up of malt, rice and honey so it’s good,” Adriana Ituarte, a salesperson for the brand, said according to Reuters. “And the idea is for it to be sold at bars that stock craft beer.”

As for El Chapo himself, he’s currently serving a life sentence at the ADX Florence supermax federal prison near Florence, Colorado. Whether he has tried his namesake beer is doubtful at best.

Though some may consider the brew just a fun gimmick, others question the choice—especially since its run by the former kingpin’s own family. “The cynicism with which his family conducts its business is because they are immune, and because there are people who are willing to buy these products that make an apology for crime,” Anabel Hernandez, who wrote the book Narcoland about the Guzman cartel, told The Guardian. “Even companies controlled by Zambada, the leader of the Sinaloa cartel, have contracts—now, at this moment—with the Mexican government. I have the documents. So of course this Chapo cerveza can exist in Mexico.”

Yeah, when you put it like that, maybe we’re best just sticking to Modelo.