The parable of Mexican beer

Mexico should make the most of Trump chaos to transform its economy. Brewers show the way.

Every other day, as if to show that everything is still smooth sailing, president Claudia Sheinbaum will emerge to do her morning presser with a top global executive in tow to announce billions of dollars in investment. Nestlé will plug in $1 billion to the Mexican economy, Mercado Libre—Amazon’s competitor in Latin America—$3.45 billion, Santander bank $2 billion, Netflix another $1 billion, Sempra—an energy company—$3.55 billion, to name a few.

Not all investments are created equal, though.

Barely a year ago, most billion dollar announcements were made by companies looking to export into the US market. Despite delays to Trump’s tariff threats and the Mexican government’s cool-headed approach, it is now apparent that the US cannot be relied upon as the forever-driver of the Mexican economy.

What makes the recent investment announcements different is that they are aimed at the Mexican internal market—energy, financial products, last-mile delivery—or at the global market with stuff Mexico excels at making—like coffee and movies. Big bucks are great, but more value is now placed on how much of that money actually stays and benefits Mexico.

One industry highlights this fork in the road perfectly; one that Mexico excels in and which, if kept left unchanged, will suck the country dry without leaving so much as an investment dollar behind: Beer.