Central beerhouse propaganda truck.

Miguel García Agency. Puebla de los Angeles. Mexico. Circa 1915.

Vintage gelatin silver print; loose work. Measurements: 16.7 x 21.5 cm / 6.57 x 8.46 in. Original in good condition. It is presented framed.

The robust truck that constitutes the visual center of this photograph is equipped in its rear box with a large barrel of beer, symbol of the Central Extra Beer, the painting is accompanied by two young women sitting in the middle of the creative floral games that totally cover the vehicle. The beer brand is advertised with flowers on the body itself and on the front of the vehicle. The revelry about that publicity act has gathered an enthusiastic public, which poses in front of the excellent photographer -hired, of course- on the entrance of the Agency while some men show off their wide hats. One in particular appears to be holding a camera next to the ornate truck.

The history of this brewing firm dates back to the late nineteenth century, when the immigrant Carlos Fredenhagen, of German origin but nationalized from the United States, created an industrial park in Rancho del Chopo in the Federal District, an area known as Little Manchester. Around 1899 the Fredenhagens and their partner Luis Meyer founded the "Carlos Fredenhagen & Co." brewery. located in Santa María la Ribera in the Federal District of Mexico, whose brand two years later became "Cervecería Central".

As a result of the First World War (1914-1919), a strong boycott of the acquisition of beer from factories owned by German capital was extended, a circumstance that, added to the prohibition on the consumption of alcohol in the United States issued in the year 1919, led to the strengthening of the network of internal suppliers in Mexico and, from there, the creation of new branches of the company such as the one in Puebla, whose campaign to promote Extra Beer is verified in the Don Miguel García Agency.

In 1929, the Central Brewery was acquired by the Cuauhtémoc Brewery, from the Mexican Economic Development Company, thus becoming nationalized. However, it kept its original name, which it only lost in 1954 when it became Cervecería Cuauhtémoc. It disappeared as a result of the destruction of its factories by the catastrophic earthquake of September 15, 1985.

S.O.IX-OIM