The mug shot of Joaquin “El Chapo” Guzman, imprisoned leader of the ruthless Sinaloa Cartel, is not just for police blotters anymore.
A Mexican company run by Alejandrina Guzman Salazar, the drug lord’s daughter, is awaiting government approval to start selling El Chapo Mexican Lager. The price point for a 12-ounce bottle: 70.10 pesos, or about $3.75.
Adriana Ituarte, a salesperson for the brand, told the Latin American media site Remezcla the beer is 4% alcohol, made from malt, rice and honey. Plans call for marketing to bars that stock craft beer.
His daughter rolled out a few beer bottles at a fashion trade show in Guadalajara last week. Salazar already offers a clothing line dubbed El Chapo 701, the 701 representing her father’s place on Forbes 2009 list of the world’s richest people.
Bottles of El Chapo beer are displayed during the 72 edition of IM Intermoda Mexico fashion fair in Guadalajara, Mexico, on Jan. 14, 2020. (Photo: ULISES RUIZ, AFP via Getty Images)
Of course, that was then, this is now.
And now the man once believed to be the world’s most powerful drug trafficker is locked in a federal supermax prison for life after being convicted last year on drug trafficking and weapons charges. He was also ordered to forfeit $12.6 billion based on the quantity and value of the drugs in his crimes.
His lawyer says the government will never see that cash.
“It’s a fiction. It’s part of the show trial,” Jeffrey Lichtman said after the sentencing. “How do they get to dollar one? There are no assets.”
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