Drink like a cartel kingpin! 'El Chapo' Guzman beer unveiled in Guadalajara

M/S Chapo Guzman beer bottles displayed by 'Chapo 701' brand at Expo Moda fashion fair, Guadalajara
C/U Chapo Guzman beer bottle label
W/S People looking at Chapo Guzman-branded items
M/S Chapo Guzman beer bottles on counter with people in background
SOT, Adriana Ituarte, Chapo 701 brand sales manager (Spanish): "What I have here right now is the test, the prototype of the project. It's a lager beer. I can tell you a bit about it: it is 4 percent alcohol, it is made with malt, rice and honey, it's a craft beer and the idea is to sell it in bars."
W/S People looking at Chapo Guzman-branded items
M/S Chapo Guzman beers with people in background
SOT, Adriana Ituarte, Chapo 701 brand sales manager (Spanish): "The brewery owner sees this as a business opportunity with our brand, and we are trying to develop the project. But it is part of what we have registered at the Mexican Institute of Industrial Property (IMPI)."
M/S Chapo Guzman clothing
C/U Chapo Guzman clothing
C/U Chapo Guzman caps
M/S Chapo Guzman caps
SOT, Adriana Ituarte, Chapo 701 brand sales manager (Spanish): "Now we are still working with e-commerce, our next launching with a date to be confirmed, is that we will open Chapo stores and the first one will opened here in Guadalajara."
M/S Customer trying on products
M/S Customer trying on shirt
C/U Customer trying on shirt
W/S Customer posing for picture
M/S Man posing for picture next to giant Chapo Guzman face
SOT, Adriana Ituarte, Chapo 701 brand sales manager (Spanish): "The audience's response has always been very good. The client is, and it is not just the brand, because I know, we know, that this is El Chapo's brand, he is the image. But in the end is just a shirt, a T-shirt or an accessory. I think that it is more like the people come, they get to know the brand, the product, and is not only because of the brand or the image of Don Joaquin."
M/S Chapo Guzman-branded items
C/U Chapo Guzman-branded items
M/S Person wearing Chapo Guzman-branded items
C/U Chapo Guzman-branded items
M/S Chapo Guzman beer bottles
SCRIPT
A new brand of 'El Chapo' beer bearing the face and likeness of imprisoned drug kingpin Joaquin 'el Chapo' Guzman was unveiled in Guadalajara on Wednesday.
The Chapo 701 brand, helmed by Guzman's daughter Alejandrina Guzman Salazar, intends to release the beer in March, with a proposed price of 70.10 Mexican pesos (€3.35/$3.73), in a nod to the brand's name.
"It's a lager beer. I can tell you a bit about it: it is 4 percent alcohol, it is made with malt, rice and honey, it's craft beer and the idea is to sell it in bars," said Chapo 701 brand sales manager Adriana Ituarte at the Expo Moda fashion fair.
The brand, launched in July 2019, already sells clothing as well as other Chapo Guzman-branded items, such as wallets and lighters, and is set to open their first store in Guadalajara before the end of 2020.
The number 701 is a reference to the ranking Guzman held in Forbes magazine's 2009 list of the world's richest people.
Guzman was sentenced to life in prison without parole by a court in New York City in July 2019 for crimes including murder, drug trafficking, and money laundering, committed during his time as leader of the Sinaloa Cartel.

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