A Mexican Crime Icon Is Recognized
Posted By Brenda Walker On 10 February 2008 @ 11:27

Jesus Malverde was a legendary thief in Mexican folklore, possibly a historical figure or an amalgam, whose image has grown from a modest shrine in rural Mexico to a larger audience, carried north by Mexican criminals who believe trinkets portraying the patron saint of drug smuggling will protect them. (A belief which is very helpful for police, incidentally.)

Mexican marketing experts recently chose Malverde for a new beer identity because he was “the most recognizable and admired figure in focus groups.â€