Sol Beer was hated, yes hated in Guadalajara, and Leon México. The consumer said it sucked, tasted bad, etc. But it was all in their minds. That was confirmed in blind studies. And we didn´t know what else to say to them. The answer, you do it.

All media was bombarded, we took out the beer from the market, and created a laboratory in the streets. We invited everybody to come and if you hated so much, you do it.