Cerveceros de México — the trade association representing beer producers and sellers — has relaunched the “No te hagas güey” (Don’t play dumb) campaign to prevent underage access to alcohol and promote responsible, informed consumption.
The initiative urges stores, distributors, and consumers to verify buyers’ legal age by requesting official ID, reinforcing that “if underage, no sale.”
The drinks industry has invested over one billion pesos in such prevention efforts over the last five years.
The campaign will be activated at points of sale, on digital platforms, and at sporting events across Mexico, including Guadalajara and Monterrey.