Anchor ads are not supported on this page.

4S Ranch Allied Gardens Alpine Baja Balboa Park Bankers Hill Barrio Logan Bay Ho Bay Park Black Mountain Ranch Blossom Valley Bonita Bonsall Borrego Springs Boulevard Campo Cardiff-by-the-Sea Carlsbad Carmel Mountain Carmel Valley Chollas View Chula Vista City College City Heights Clairemont College Area Coronado CSU San Marcos Cuyamaca College Del Cerro Del Mar Descanso Downtown San Diego Eastlake East Village El Cajon Emerald Hills Encanto Encinitas Escondido Fallbrook Fletcher Hills Golden Hill Grant Hill Grantville Grossmont College Guatay Harbor Island Hillcrest Imperial Beach Imperial Valley Jacumba Jamacha-Lomita Jamul Julian Kearny Mesa Kensington La Jolla Lakeside La Mesa Lemon Grove Leucadia Liberty Station Lincoln Acres Lincoln Park Linda Vista Little Italy Logan Heights Mesa College Midway District MiraCosta College Miramar Miramar College Mira Mesa Mission Beach Mission Hills Mission Valley Mountain View Mount Hope Mount Laguna National City Nestor Normal Heights North Park Oak Park Ocean Beach Oceanside Old Town Otay Mesa Pacific Beach Pala Palomar College Palomar Mountain Paradise Hills Pauma Valley Pine Valley Point Loma Point Loma Nazarene Potrero Poway Rainbow Ramona Rancho Bernardo Rancho Penasquitos Rancho San Diego Rancho Santa Fe Rolando San Carlos San Marcos San Onofre Santa Ysabel Santee San Ysidro Scripps Ranch SDSU Serra Mesa Shelltown Shelter Island Sherman Heights Skyline Solana Beach Sorrento Valley Southcrest South Park Southwestern College Spring Valley Stockton Talmadge Temecula Tierrasanta Tijuana UCSD University City University Heights USD Valencia Park Valley Center Vista Warner Springs

Beer bought in San Diego flows into tapped-out Tijuana

24-pack costs $31-40

Esteban's 12-packs bought in Chula Vista
Esteban's 12-packs bought in Chula Vista

Because major-brand beer has become almost impossible to find in Tijuana, some crossborder locals have taken advantage of their essential trips to San Diego to take some cerveza back home.

“I pick up a little something if I pass by a store,” said Estaban, a Tijuana resident picking up two 12 packs of Heineken at the Ralphs store on East Palomar Street in Chula Vista. Due to regular trips across the border for work, he hasn’t fallen into the demand frenzy south of the border.

“Finding beer is normal up here, so it’s not a big deal,” he remarked.

Group user Samuel shows off loaded beer carts for sale.

Big-label beer started running low across Mexico in early April after government officials ordered all beer and spirits production to come to a halt, deeming it a non-essential industry amid precautions caused by the spread of the Coronavirus.

Sponsored
Sponsored

The mandate led the country’s two largest producers, Grupo Modelo and Heineken de México, plus independent craft brewers, to cease all operations.

Many reacted to the ban by making large purchases, which forced retailers to implement product limits per customer as stock depleted. As reported by the Reader’s Matthew Suarez, a limit of three six-pack containers per customer was implemented in Tijuana.

But like Esteban, many beer drinkers who cross the international boundary on a regular basis are handling the situation.

At the Broadway Walmart in Chula Vista, some Tijuana-bound shoppers load their label of choice into their Baja California-plated vehicles.

A shopper who declined to provide his name loaded beer, cleaning supplies and electronics into his trunk. He said all his purchases were for home use but was planning to share his Modelos with a neighbor in the El Soler neighborhood.

When questioned, a Walmart employee said beer sales have been a bit higher than they were before stay-at-home mandates went into place. However, there was a big increase in the days before Mother’s Day, citing some cross-border shoppers taking advantage of the available supply for family parties.

Oscar offers a 24-pack of Michelob Ultra. Caption reads, "750 [pesos] on my way back only delivering in the Obrera neighborhood."

In a reversal of 1920s prohibition-era roles, other cross-border travelers are taking beer from the United States into Mexico to make some quick cash.

In the Facebook group Donde Hay CERVEZA en Tijuana — “Where is there BEER in Tijuana” in Spanish — people can buy and sell beer with other members, or share where they have seen beer in stock. The group was founded on April 29 and has over 2,800 members as of the time of writing.

The group’s About tab partially reads “beer consumption is not essential during these times, but many of us do enjoy having a beer every now and then for pleasure, with family or during videoconferencing, etc.”

Group users share images of what they have in stock accompanied with information such as price and delivery radius. Beer put up for sale in the group often features packaging and labels used in the U.S., as opposed to the different designs used in Mexico — where flat packs of cans or deposit bottles are common. User photos often show loaded shopping carts at U.S. Walmart locations or mention they are crossing back with beer for sale.

On average, a 24-pack of Tecate, Coors Light, Michelob Ultra or Bud Light for sale in the group ranges from 700 pesos to 900 pesos, about $31 to $40. Moderators keep an eye on pricing to prevent highly abusive pricing due to the upsell nature of the group.

Despite the high demand for commercial beer, some Tijuana retailers still have craft beer in stock. Independent breweries are selling their product directly to consumers in the absence of regular taprom activities and wholesale distribution to eateries.

Last week, Grupo Modelo’s Victoria brand released Victoria Chingones, a product with an ABV of 1.8% which allows it to bypass the beer production ban. Although it eased the supply strain and can be found with ease, many are reluctant to consume the new brew.

A resume date for beer production has yet to be set by Mexican authorities.

The latest copy of the Reader

Please enjoy this clickable Reader flipbook. Linked text and ads are flash-highlighted in blue for your convenience. To enhance your viewing, please open full screen mode by clicking the icon on the far right of the black flipbook toolbar.

Here's something you might be interested in.
Submit a free classified
or view all
Previous article

Morricone Youth, Berkley Hart, Dark Entities, Black Heart Procession, Monsters Of Hip-Hop

Live movie soundtracks, birthdays and more in Balboa Park, Grantville, Oceanside, Little Italy
Next Article

Extended family dynamics

Many of our neighbors live in the house they grew up in
Esteban's 12-packs bought in Chula Vista
Esteban's 12-packs bought in Chula Vista

Because major-brand beer has become almost impossible to find in Tijuana, some crossborder locals have taken advantage of their essential trips to San Diego to take some cerveza back home.

“I pick up a little something if I pass by a store,” said Estaban, a Tijuana resident picking up two 12 packs of Heineken at the Ralphs store on East Palomar Street in Chula Vista. Due to regular trips across the border for work, he hasn’t fallen into the demand frenzy south of the border.

“Finding beer is normal up here, so it’s not a big deal,” he remarked.

Group user Samuel shows off loaded beer carts for sale.

Big-label beer started running low across Mexico in early April after government officials ordered all beer and spirits production to come to a halt, deeming it a non-essential industry amid precautions caused by the spread of the Coronavirus.

Sponsored
Sponsored

The mandate led the country’s two largest producers, Grupo Modelo and Heineken de México, plus independent craft brewers, to cease all operations.

Many reacted to the ban by making large purchases, which forced retailers to implement product limits per customer as stock depleted. As reported by the Reader’s Matthew Suarez, a limit of three six-pack containers per customer was implemented in Tijuana.

But like Esteban, many beer drinkers who cross the international boundary on a regular basis are handling the situation.

At the Broadway Walmart in Chula Vista, some Tijuana-bound shoppers load their label of choice into their Baja California-plated vehicles.

A shopper who declined to provide his name loaded beer, cleaning supplies and electronics into his trunk. He said all his purchases were for home use but was planning to share his Modelos with a neighbor in the El Soler neighborhood.

When questioned, a Walmart employee said beer sales have been a bit higher than they were before stay-at-home mandates went into place. However, there was a big increase in the days before Mother’s Day, citing some cross-border shoppers taking advantage of the available supply for family parties.

Oscar offers a 24-pack of Michelob Ultra. Caption reads, "750 [pesos] on my way back only delivering in the Obrera neighborhood."

In a reversal of 1920s prohibition-era roles, other cross-border travelers are taking beer from the United States into Mexico to make some quick cash.

In the Facebook group Donde Hay CERVEZA en Tijuana — “Where is there BEER in Tijuana” in Spanish — people can buy and sell beer with other members, or share where they have seen beer in stock. The group was founded on April 29 and has over 2,800 members as of the time of writing.

The group’s About tab partially reads “beer consumption is not essential during these times, but many of us do enjoy having a beer every now and then for pleasure, with family or during videoconferencing, etc.”

Group users share images of what they have in stock accompanied with information such as price and delivery radius. Beer put up for sale in the group often features packaging and labels used in the U.S., as opposed to the different designs used in Mexico — where flat packs of cans or deposit bottles are common. User photos often show loaded shopping carts at U.S. Walmart locations or mention they are crossing back with beer for sale.

On average, a 24-pack of Tecate, Coors Light, Michelob Ultra or Bud Light for sale in the group ranges from 700 pesos to 900 pesos, about $31 to $40. Moderators keep an eye on pricing to prevent highly abusive pricing due to the upsell nature of the group.

Despite the high demand for commercial beer, some Tijuana retailers still have craft beer in stock. Independent breweries are selling their product directly to consumers in the absence of regular taprom activities and wholesale distribution to eateries.

Last week, Grupo Modelo’s Victoria brand released Victoria Chingones, a product with an ABV of 1.8% which allows it to bypass the beer production ban. Although it eased the supply strain and can be found with ease, many are reluctant to consume the new brew.

A resume date for beer production has yet to be set by Mexican authorities.

Comments
Sponsored

The latest copy of the Reader

Please enjoy this clickable Reader flipbook. Linked text and ads are flash-highlighted in blue for your convenience. To enhance your viewing, please open full screen mode by clicking the icon on the far right of the black flipbook toolbar.

Here's something you might be interested in.
Submit a free classified
or view all
Previous article

Big swordfish, big marlin, and big money

Trout opener at Santee Lakes
Next Article

The danger of San Diego's hoarders

The $1 million Flash Comics #1
Comments
This comment was removed by the site staff for violation of the usage agreement.
May 28, 2020
Ask a Hipster — Advice you didn't know you needed Big Screen — Movie commentary Blurt — Music's inside track Booze News — San Diego spirits Classical Music — Immortal beauty Classifieds — Free and easy Cover Stories — Front-page features Drinks All Around — Bartenders' drink recipes Excerpts — Literary and spiritual excerpts Feast! — Food & drink reviews Feature Stories — Local news & stories Fishing Report — What’s getting hooked from ship and shore From the Archives — Spotlight on the past Golden Dreams — Talk of the town The Gonzo Report — Making the musical scene, or at least reporting from it Letters — Our inbox Movies@Home — Local movie buffs share favorites Movie Reviews — Our critics' picks and pans Musician Interviews — Up close with local artists Neighborhood News from Stringers — Hyperlocal news News Ticker — News & politics Obermeyer — San Diego politics illustrated Outdoors — Weekly changes in flora and fauna Overheard in San Diego — Eavesdropping illustrated Poetry — The old and the new Reader Travel — Travel section built by travelers Reading — The hunt for intellectuals Roam-O-Rama — SoCal's best hiking/biking trails San Diego Beer — Inside San Diego suds SD on the QT — Almost factual news Sheep and Goats — Places of worship Special Issues — The best of Street Style — San Diego streets have style Surf Diego — Real stories from those braving the waves Theater — On stage in San Diego this week Tin Fork — Silver spoon alternative Under the Radar — Matt Potter's undercover work Unforgettable — Long-ago San Diego Unreal Estate — San Diego's priciest pads Your Week — Daily event picks
4S Ranch Allied Gardens Alpine Baja Balboa Park Bankers Hill Barrio Logan Bay Ho Bay Park Black Mountain Ranch Blossom Valley Bonita Bonsall Borrego Springs Boulevard Campo Cardiff-by-the-Sea Carlsbad Carmel Mountain Carmel Valley Chollas View Chula Vista City College City Heights Clairemont College Area Coronado CSU San Marcos Cuyamaca College Del Cerro Del Mar Descanso Downtown San Diego Eastlake East Village El Cajon Emerald Hills Encanto Encinitas Escondido Fallbrook Fletcher Hills Golden Hill Grant Hill Grantville Grossmont College Guatay Harbor Island Hillcrest Imperial Beach Imperial Valley Jacumba Jamacha-Lomita Jamul Julian Kearny Mesa Kensington La Jolla Lakeside La Mesa Lemon Grove Leucadia Liberty Station Lincoln Acres Lincoln Park Linda Vista Little Italy Logan Heights Mesa College Midway District MiraCosta College Miramar Miramar College Mira Mesa Mission Beach Mission Hills Mission Valley Mountain View Mount Hope Mount Laguna National City Nestor Normal Heights North Park Oak Park Ocean Beach Oceanside Old Town Otay Mesa Pacific Beach Pala Palomar College Palomar Mountain Paradise Hills Pauma Valley Pine Valley Point Loma Point Loma Nazarene Potrero Poway Rainbow Ramona Rancho Bernardo Rancho Penasquitos Rancho San Diego Rancho Santa Fe Rolando San Carlos San Marcos San Onofre Santa Ysabel Santee San Ysidro Scripps Ranch SDSU Serra Mesa Shelltown Shelter Island Sherman Heights Skyline Solana Beach Sorrento Valley Southcrest South Park Southwestern College Spring Valley Stockton Talmadge Temecula Tierrasanta Tijuana UCSD University City University Heights USD Valencia Park Valley Center Vista Warner Springs
Close

Anchor ads are not supported on this page.

This Week’s Reader This Week’s Reader