Cervecería Sagrada

Designed by José Guízar, currently working at New World Monkeys, Mexico.

Lucha Libre is one of the most iconic symbols of Mexican pop culture, and is known all over the world for its kitschy-ness. This project was born to promote the craft of beer in Mexico and for beer lovers around the globe to relate a premium quality product with a very unique element of the country’s identity.

The whole concept behind the brand and packaging is inspired by the golden era of lucha in the 1950’s, when movie heroes were not Superman or the X-Men — but El Santo and his wingmen, who fought creepy monsters driving a silver ’52 Alfa Romeo with surf music on the background. The variety of styles are named after fictional characters also inspired by the vintage lucha style; “Black King” Imperial Stout, “Blond Gomez” Lager and “The Vampire’s Son” Red Ale.