Update: 4:28 p.m. The event tonight at La Cita was originally a private event and is now officially sold out. But don't fret, Guelaguetza has confirmed that there is plenty of Indio available at its restaurant.
By now, you've probably seen a few Spanglish billboards around the hipper parts of town displaying a gladiator-esque Aztec emperor with the words “Almost Aqui.” The good folks over at Heineken USA have officially launched Indio Beer in the United States, the dark Mexican lager of choice for the young Mexi bohemian.
The flavor? Well, think of a slightly more metallic Negra Modelo. It's also more on the syrupy side and lends itself to perhaps the best Michelada ever. Especially if it's the smoky, salty, spicy, Michelada mix over at a particular Oaxacan restaurant.
Indio beer was among the first European-style beers made available in Mexico, launched in 1893 to be exact. Until 1905, it was originally the flagship self-named beer of Cuauhtémoc Moctezuma Brewery, the same brewery that brought you Bohemia, Carta Blanca,Tecate, Casta, Noche Buena and other “premium” Mexican beers.
Currently, the dark beer imported in White Plains, N.Y., will be available only in Los Angeles, San Diego, San Francisco, Austin, Dallas, Houston and San Antonio. Sorry to all the other cities that didn't make the cut for the demographic marketing campaign focusing on “multicultural millennial 'change agents' [between] 21-26 years old who are constantly in search for brands to express their identity,” as stated in the press release.
In Mexico, Indio has established itself in the sprawling hipster culture, sponsoring events like Vive Latino, the biggest indie music festival in the country. Likewise, in the United States, Indio beer is sponsoring a music tour starring local indie music acts as well.
For now, one of the places where you can sample the Mexican coolness in a bottle is at Guelaguetza. Fernando Lopez, everyone's favorite young Mexican restaurateur, recently picked up the brand and immediately started offering it as an option for the base of the eatery's Oaxacan-spiced Michelada.
Indio's official Los Angeles debut will be held tonight at La Cita Bar, starting at 9 p.m. They teamed up with VICE to show that they mean serious hipster business, kicking off Hola Indio Cerveza, a four-part summer fiesta and concert series in L.A. Every show will feature one Mexican headliner and one local band while showcasing two art pieces, both produced collaboratively by a Mexican artist and an American artist.
The summer parties also will be giving PBR a run for its money by hosting indie music fiestas in San Francisco, Chicago and Austin.
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