‘The chingón flavor of our hands’, the new victoria beer campaign that extols the magic behind Mexican hands

  • In its new campaign ‘El Sabor Chingón deNuestras Manos’, Cerveza Victoria seeks to extol the magic behind all the hands that shape the most beautiful rituals in Mexican gastronomy.
  • Food is culture and flavors are the identity of an entire people, which are made known through the palate, which is why they celebrate the allied hands that, day by day, forge our heritage.

Mexico City.- For 155 years, Cerveza Victoria has been the perfect companion for Mexican gastronomy. Throughout history, it has witnessed the evolution of dishes, the emergence of new recipes and the discovery of ingredients that make each bite unique.

In its new campaign ‘The Chingón Flavor of Our Hands’ Cerveza Victoria seeks to exalt the magic behind all the hands that capture the most beautiful rituals in some really badass taquitos or a guacamole like no other, because behind each recipe there are hands allies that delight us with creations of another level.

Thanks to these hands, Mexican food managed to transcend like no other, positioning it as Intangible Cultural Heritage of Humanity by UNESCO. If something distinguishes our country, it is the amazing flavor of its dishes. It only takes a little taste to confirm that everything here tastes great.

The film ‘El Sabor Chingón deNuestras Manos’ narrates how food is culture and flavors are the identity of an entire people, which are made known through the palate, which is why they celebrate the allied hands that day after day They forge our heritage. Our country is where flavors are created, the hands being the secret ingredient that brings together a great ancestral history. These hands were the ones that laid the first stone in the great Tenochtitlán, the ones that snatched cocoa from the gods to share it with the world. The same hands that turned a grain of corn into a tortilla, a sope, tlayuda, flute or quesadilla; those who invented the taco or the taco cake.

For Cerveza Victoria, the coolest food is the one that is made and eaten with your hands. With this, the brand seeks to take a message of recognition and pride to all corners of the country, focusing on the magic that is inherited from generation to generation and is channeled through two extensions of our body.

At Cerveza Victoria we recognize the importance of hands for Mexicans. They create extraordinary flavors, give life and seasoning to everything they touch, but most importantly: they entertain millions of palates. No matter what region you find yourself in, there will always be some great hands that will prepare the most delicious dishes that will make you fall in love with Mexican gastronomy every day”, commented Martin Raygoza, Director of Cerveza Victoria.

‘El Sabor Chingón deNuestras Manos’ is now available on the YouTube channel of Cerveza Victoria https://www.youtube.com/watch?v=GLmY8zONVr8 where you can appreciate the creative work carried out by Ogilvy, who served as a guide to develop this idea, translated into a film that Oriental Films captured in an iconic way.

As well as Cerveza Victoria, it celebrates and praises all those creative hands that daily turn hundreds of ingredients into iconic dishes, recognized for their amazing flavor.




Victoria is part of the Grupo Modelo brands in Mexico. A Mexican beer with more than 150 years of tradition. It is a Vienna-style lager beer. It has a pleasant aroma of malts and hops of the highest quality, which makes Victoria a masterpiece that celebrates the chingón flavor of Mexico.


Grupo Modelo, founded in 1925, is a leader in the production, distribution and sale of beer in Mexico and is part of Anheuser-Busch InBev, a leading global brewing company. It currently has 17 national brands, among which Corona Extra, Corona Cero, Negra Modelo, Modelo Especial, Pacífico and Victoria stand out. It exports seven Mexican brands to much of the world. It is an importer in Mexico of the brands Budweiser, Bud Light, Goose Island, Michelob Ultra and Stella Artois. Through a strategic alliance with Nestlé Waters, it produces and distributes in Mexico the bottled water brands Sta. María, Nestlé Pureza Vital, Perrier and S.Pellegrino, among others.