A Mexican brewery has launched the first beer targeted to the gay community with a slight honey flavour and with plans to market the product in Mexico, Colombia and Japan among other interested countries.
The small brewery Minerva, based in Jalisco is producing Salamandra and Purple Hand Artisan Honey-Ales described as brewed with 100% organic honey and malt that appeals to the taste of the LGBT community.
“We’re out in the market with great respect with the idea of offering a product directed to the gay-lesbian community that has been ignored for too long but is important and very demanding”, said Dario Rodriguez Wyler commercial manager for distributors Bodega 12.
The two beers are already available in some bars and restaurants in Guadalajara, Mexico City and the resorts of Puerto Vallarta and Los Cabos.
According to sources, the name of the beers Purple Hand Beer and Salamandra are closely linked to icons and colours of the lesbian, gay, bisexual and transgender (LGBT) community.
Purple Hand is a reference and homage of sorts to the night of Halloween, 1969, when sixty members of the Gay Liberation Front and the Society for Individual Rights protested in front of the San Francisco's Examiner in response to a series of news articles disparaging LGBT people in San Francisco's gay bars and clubs.
Since launching the brands, Minerva has received purchase requests from US, Argentina, Ecuador, Chile, Colombia and Japan.
The label on the beer bottles is designed so that it can be unglued and worn as a symbol of gay-lesbian pride, said Rodriguez Wyler.
The brewery is also preparing to open a “Purple hand” bar and an artisan’s micro brewery, as well as expanding in coming months the arch of alcoholic drinks for the LGBT community including a strawberry flavoured beer and a line of wines.
Guadalajara concentrates several small breweries, mostly artisan which elaborates products with appealing names.
In recent months there have been beers dedicated to Argentina’s former football star Maradona and to Mexico revolutionary hero, Emiliano Zapata.
“This segment of the market is less than 5% so there is ample space to keep advancing”, said Rodriguez Wyler.