One of the biggest obstacles for local brewers has been the taxes issue. Added to the control the two mayor brewers have over the permits (they take up 90 percent of them) the tax charge makes it even harder to sell a product that by its own nature tends to be pricier. "If there is anything that is going to stop us is the tax, there's 26.5 percent of IEPS (Special Tax over Production and Services) plus 11 percent of VAT," explained Damián. Nevertheless, it seems like the Baja California consumer has learned to distinguish little by little: "I've gone to restaurants to buy my own beer (…) if you think it's not worth the price they're charging you for it, just imagine what the client thinks," said Gustavo.

Rubén Velázquez and Damián Morales

Another challenge is the production. "Insurgente sells like crazy, but then comes the shortage because they can't make more; sometimes I don't have local beers because of the inconsistency; Cucapá and Tijuana sell a lot, though, those two are already positioned," mentioned Carlos, from Zebra Mexican Pub. In any case this doesn't seem to be a problem for some brewers; they're still focused on quality over quantity. "Right now we're comfortable where it is, I see Monastika like a personal expression; we do want it to grow but without abandoning the original idea, it's something I want to stay true to," remarks Gustavo.

After a couple of hours chatting with Damián and Rubén they both conclude that is a matter of education and responsibility: "Our responsibility is to educate society in what beer is. We need to support the community, there are a lot of things happening right now; we are revolutionizing Tijuana."

Baja California, gastronomic destination.

What started a little over a decade ago as the interest of a few in broadening the range of beer flavors and aromas is still going; craft beer is conquering the palate of a public that every time is more willing "to try", as shown by the second installment of the Baja Beer Fest Ensenada that this year gathered over 3,000 people in the gardens of the Riviera Cultural Center, doubling the turnout of microbreweries as well as attendees.

In less than two years the number of craft beer consumers has increased tenfold, according to data registered by the Baja California Craft Brewers Association (ACABC in Spanish), an organization that groups small producers and tries to offer consumers with new options to pair with BajaMed cuisine, the one that has made Baja California a gastronomic destination.

The Baja Beer Fest has been the channel to reach consumers and conquer new supporters, said Lewis Mc Anally, producer of the Media Perra beer and a member of the ACABC: "Now people ask for craft beer in bars and restaurants and they're more open to try it; they like it and they buy it, men and women; contrary to popular beliefs women do like to drink beer and they don't always go for the lighter ones."

Lews McAnally, producer of Media Perra and a member of ACABC

For the time being, he says, the ACABC is trying to get a special permit to commercialize this beer; that would allow the development of a small industry that is not looking to compete with the commercial brands but to reach a market thirsty for new flavors, the ones that can find the over 50 brands from Baja California.

Old Mission Brewey, Canneria Brew Maker and Cervecería Aguamala are, for their production and distribution level, probably the best positioned craft beers in Ensenada at the moment, but there are many more; some places where you can find products by these and other breweries are El Pelícano, Distrito Barra Pública, Ultramarinos and La Contra.

Bitter, sweet, pale, dark, thick, light, with different degrees of fermentation… there is a beer for every taste and you are bound to like one, so next time you visit Ensenada give craft beer a shot, you might be pleasantly surprised.

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Original Text: Gabriela Vidauri and César Faz info@b1mas4.com http://b1mas4.com

Translation: Karen.balderas@sandiegored.com