--- title: "What Is a Caguama? History, Evolution, and Cultural Impact in Mexico" description: "The Mexican caguama, before becoming the emblematic measure for evaluating how much alcohol you should consume, had a much more modest and family-oriented origin." url: https://www.thebeertimes.com/en/what-is-a-caguama-history-evolution-cultural-impact-mexico/ date: 2024-08-20 modified: 2026-07-01 author: "Carlos Uhart M." image: https://www.thebeertimes.com/wp-content/uploads/2017/02/Caguama-Carta-Blanca.jpg categories: ["Culture"] tags: ["Culture", "History", "Lager", "Mexico"] type: post lang: en --- # What Is a Caguama? History, Evolution, and Cultural Impact in Mexico The Mexican caguama, before becoming the emblematic measure for “evaluating” how much alcohol you should consume, had a much more modest and family-oriented origin. ![Caguama Carta Blanca](https://www.thebeertimes.com/wp-content/uploads/2017/02/Caguama-Carta-Blanca.jpg)*Caguama Carta Blanca* This iconic container, with a capacity of 940 milliliters, was initially designed as an ideal format for sharing among friends and family. Over time, the caguama not only became a symbol of beer culture in Mexico, but also a social phenomenon that has transcended borders. ## What Is a Caguama? The term “caguama” refers to a large-sized beer container, whose name comes from the resemblance of its shape to [a sea turtle of the same name](https://es.wikipedia.org/wiki/Caretta_caretta). It was the Carta Blanca brand, belonging to the Cervecería Cuauhtémoc, that first used this large-capacity container in the 1960s. The caguama, with its volume of 940 milliliters, was designed with practicality and economy in mind, quickly becoming the favorite format for family and social gatherings in Mexico. ![Caguama sea turtle](https://www.thebeertimes.com/wp-content/uploads/2017/02/Tortuga-caguama.jpg) ## The Origins of the Caguama The history of the caguama dates back to the early 20th century. Although Carta Blanca’s caguama became popular in the 1960s, records indicate that this type of container already existed from the 1920s and 1930s. According to [Roberto Lara](https://www.forbes.com.mx/caguama-la-medida-exacta-para-beber-cerveza/), beer historian at Cervecería Cuauhtémoc, the caguama was conceived as an economical and convenient solution for the [middle class and working-class sectors](https://www.thebeertimes.com/en/saison-history-and-origins-of-the-beer-of-ancient-belgian-farmers/) of Mexico, allowing families and friends to share a single large bottle instead of several smaller ones. This innovation was key to the success and expansion of the Carta Blanca brand throughout the country. ## The 1960s The 1960s were a period of great innovation in the beer industry in Mexico, especially in the northern part of the country. The Cervecería Cuauhtémoc, at its Monterrey plant, began producing the caguama on a large scale and it quickly became the consumers’ preferred format. ![Cervecería Cuauhtémoc, Monterrey](https://www.thebeertimes.com/wp-content/uploads/2017/02/Cerveceria-Cuauhtemoc-Monterrey.jpg) The popularity of the caguama was largely due to its cost-benefit ratio, as it offered a significant amount of beer at an affordable price, making it especially attractive to the working classes. As the caguama gained popularity, other beer brands began to adopt this format. What started as a [marketing strategy](https://www.thebeertimes.com/estrategias-marketing-para-cervecerias-artesanales/) for Carta Blanca became a standard in the Mexican beer industry, and the caguama became synonymous with sharing good times in company. ## Cultural and Economic Impact After nearly a century since its creation, the caguama remains a central element in Mexican beer culture. The Cervecería Cuauhtémoc continues to produce large volumes of beer in this format, with a monthly production of 800,000 liters of Carta Blanca, which equals approximately 3.5 million caguamas. Although Carta Blanca is today a regional brand, its influence has spread nationwide, even reaching international markets. ## Controversies The popularity of the caguama has not been without controversy. In recent years, the Salvadoran brewery La Constancia registered the trademark “Caguama™” for commercialization in the United States, primarily in Hispanic communities. ![Caguama™](https://www.thebeertimes.com/wp-content/uploads/2017/02/Caguama™.jpg) The Caguama™ beer is an American lager with 4.6% [alcohol content](https://www.thebeertimes.com/abv-vs-abw-cual-es-la-diferencia-en-la-forma-que-medimos-el-contenido-de-alcohol/), available in 325 ml bottle and can formats, as well as the iconic 940 ml container. Although the beer is produced in El Salvador, its name and format pay homage to the legacy of the Mexican caguama. ## Conclusions Over the decades, this container has witnessed countless family gatherings, celebrations, and moments of togetherness. The history of the caguama is a testament to how a [simple innovation](https://www.thebeertimes.com/dia-de-la-cerveza-innovaciones-para-la-reduccion-de-la-huella-hidrica-en-la-produccion/) can have a lasting impact on the culture and economy of a country. Today, the caguama remains a benchmark in the beer industry, both in Mexico and abroad, uniting generations and cultures through a simple but meaningful container. No se encontraron productos. ## Recommended - [TRAPPIST-1, the New Solar System Discovered by NASA](https://www.thebeertimes.com/es/trappist-1-nuevo-sistema-solar-descubierto-la-nasa-bautizado-las-cervezas-belgas/) - [Samplers: Do You Still Remember How to Enjoy a Beer?](https://www.thebeertimes.com/recordando-disfrutar-una-cerveza/)