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La Cervecería De Mexicali 1923-2013 Cervecería De Mexicali R.C.B

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La Cervecería De Mexicali 1923-2013 Cervecería De Mexicali R.C.B Revista de historia regional de Mexicali y su valle niversidad Autnoma Año VII, núm. 23, enero-marzo de 2014 de aa aliornia La Cervecería de Mexicali 1923-2013 Cervecería de Mexicali R.C.B. 1955. Publicidad internacional del producto de la Cervecería de Mexicali. 2 Índice 4 Editorial Sergio Noriega Verdugo 3 Los alrededores de la cervecería 4 6 Miguel Ángel Lino El Departamento Escolar de la UABC 6 Austreberto Silva Olivares Cervecería de Mexicali. Una deuda de la historia 9 Miguel Esteban Valenzuela Robles 9 El barrio de la Cervecería 19 Rubén Castro Bojórquez Ciudad Morelos. Nobleza y trabajo con la marca de Cuervos 30 Ángel Juárez Estrada Bermúdez 34 19 Francisco Estrada Montaño La Normal Fronteriza 37 Guillermo Lamadrid Figueroa Libros, reseñas y comentarios 46 30 Sergio Noriega Verdugo 37 Foto de portada: Foto de portada. Edificio principal de la Cervecería de Mexicali ubicado en avenida Zaragoza y calle E, mismo que fue inaugurado el 4 de julio de 1924. La fabricación de cerveza perduró hasta el año de 1973; abandonadas las instalaciones sufrieron un incendio el 20 de enero de 1995. Posteriormente, el edificio principal fue reconstruido siguiendo la misma forma y apariencia, misma que conserva hasta la actualidad. 1 El Río El Río es una publicación trimestral de la Sociedad de Historia “Centenario de Mexicali” A.C. en coedición con la Universidad Autónoma de Baja California para la divulgación histórica regional sobre el municipio de Mexicali, Baja California, México. Tiraje 1 100 ejemplares. Directorio Universidad Autónoma Sociedad de Historia de Baja California “Centenario de Mexicali” A.C. r elipe uamea Velázuez Miguel Esteban Valenzuela Robles RECTOR PRESIDENTE Mtro Ricardo agnino Moreno Roberto Jesús Amaro Pedroza SECRETARIO GENERAL VICEPRESIDENTE r Miguel ngel Martnez Romero José Manuel Hernández Ayón VICERRECTOR CAMPUS MEXICALI SECRETARIO r Alredo éli uenrostro eballos Lizardo López Mendoza COORDINADOR GENERAL DEL CESU-UABC TESORERO PRESIDENTA HONORARIA VITALICIA Yolanda Sánchez Ogás Revista El Río DIRECTOR Y DISEÑADOR: Rubén astro oóruez COORDINADOR DE FOTOGRAFÍA: arlos Manuel Reyes Moreno COMITÉ EDITORIAL: Luz Mercedes López arrera Rubén astro oóruez Miguel ngel Lino Olera Sergio oriega Verdugo Lorenzo Hurtado Valenzuela Miguel Esteban Valenzuela Robles CAPTURA atalina Roas Monzón y Liliana Yadira aboada Villa DIGITALIZACIÓN Y APOYO TIPOGRÁFICO Lydia oronel Yáez REVISIÓN: Luz Mercedes López arrera APOYO LOGÍSTICO Mara eresa Ponce León Elaborada en CESU-UABC INVITACIÓN La Sociedad de Historia “Centenario de Mexicali”, A.C. invita a todas las personas amantes de la historia, aficionados o expertos, a asistir a sus reuniones y, de ser el caso, a formar parte de ella como socios activos. Las sesiones se llevan a cabo todos los miércoles a las 17:30 horas en la Sala Junta de Gobierno del Centro de Estudios Sobre la Universidad de la UABC, ubicado en la planta baja del edificio de Investigación y Posgrado en bulevar Benito Juárez. Teléfonos: (686) 566 9592 y (686) 841 2076 Las fotografías utilizadas en la elaboración de esta revista pertenecen a las colecciones de: Archivo Histórico del Estado de Baja California • Archivo Histórico del Municipio de Mexicali • Instituto de Investigaciones Culturales UABC Museo • Centro de Estudios Sobre la Universidad (CESU-UABC) • Instituto Municipal de Investigación y Planeación Urbana de Mexicali (IMIP)• Colecciones particulares de Marcos Buruel, Rubén Castro Bojórquez, Javier Galván, Jimmy Griffin, Beatriz Limón, Carlos Reyes, Yolanda Sánchez Ogás, Gerardo Sánchez, Austreberto Silva, Martín Tamayo y Esteban Valenzuela. Esta revista se distribuye gratuitamente. Si desea obtener un ejemplar, puede solicitarlo en las oficinas del CESU-UABC o con cualquier miembro de la Sociedad. 2 FF!e!j!u!p!s!j!b!m!e!j!u!p!s!j!b!m odemos preguntarnos cuál es la importancia de la Cervecería de Mexicali, pero la respuesta no será obvia para los jóvenes como lo es para los viejos residentes de esta ciudad. Además, Presponder porque: nos obliga a contar parte de la historia de Mexicali y en cierta medida del pasado de Baja California. Después del impulso económico recibido por la primera Guerra Mundial (1914-1918), Mexicali y su valle aún se encontraban en franca expansión por su cultivo algodonero. Según el Censo de Población de 1921, el municipio contaba con una población total de 14 599 habitantes, la más grande de Baja California, de los cuales 46.5% vivían en esta ciudad. Un segundo impulso ocurrió a partir de la Ley Volstead (1919) de Estados Unidos que prohibía la producción y consumo de bebidas embriagantes en ese país. La prohibición del licor en el país vecino abrió las puertas de par en par de la entidad al turismo extranjero y a la venta de alcohol. Aunque hay indicios de la elaboración de cerveza en Ensenada, la industria cervecera en Baja California nació de lleno a principios de los años de 1920 en Mexicali. Parece lógico pensar que debido a que las cervecerías de Estados Unidos tuvieron que cerrar como consecuencia de la prohibición, algunas de ellas se desmantelaron y se trajeron a México. Cuando menos dos de ellas y con menos de dos años de diferencia, la Compañía Cervecera Azteca y la Cervecería de Mexicali, se instalaron en esta ciudad. Posteriormente, en Mexicali, Tijuana y Tecate se instalaron otras plantas cerveceras. De las grandes cervecerías en el estado, solo sobrevive la Cervecería Tecate, que inició don Alberto V. Aldrete con la construcción de una fábrica de malta en 1928, ahora propiedad de la Cervecería Cuauhtémoc-Moctezuma. La Cervecería de Mexicali, S.A. se constituyó el 12 de marzo de 1923, pero fue inaugurada hasta el 4 de julio del año siguiente. El principal inversionista de esta empresa fue Miguel González Quiroz, originario de Altar, Sonora que radicó en Tijuana a partir de 1908. Don Miguel destacó como uno de los hombres de negocios más poderosos en el estado, fundó la Compañía Bancaria del Pacífico, S.A. y fue accionista del Banco de Baja California, S. A. Con algunos de los mismos socios de la Cervecería de Mexicali formó la Compañía Comercial de la Baja California, en enero de 1922. Esta misma sirvió para la distribución y venta de la cerveza Mexicali. También creó la cantina La Ballena por la avenida Revolución de Tijuana, que ostentaba contar con la barra más larga del mundo donde, desde luego, se vendía la cerveza Mexicali. La Ley Volstead (Volsead Act) también conocida como Ley Seca terminó en 1933. Los juegos de azar quedaron prohibidos en México en junio de 1935, por el general Lázaro Cárdenas. Ambas medidas redujeron el atractivo turístico de Baja California. No obstante, la cerveza Mexicali se siguió vendiendo por muchos años. La empresa cerró en octubre de 1973. Además de su calidad, el éxito se debió a su distribución y a la publicidad. Cantinas, centros nocturnos y otros expendios fueron incorporados a la venta de la cerveza Mexicali. A través de la prensa, radio y televisión, la leyenda prevaleció con que ¡no hay mejor! Sergio Noriega Verdugo 3 NOMENCLATURA DE MEXICALI. HISTORIA DE LOS NOMBRES DE AVENIDAS, BULEVARES, CALLES, PARQUES Y PLAZAS Los alrededores de la Cervecería Miguel Ángel Lino* n edificio insigne de nuestra capital es el de la Cervecería Mexicali, referente histórico y Uurbano desde su inauguración, el 4 de julio 1924, Ignacio Zaragoza Mariano Arista ubicado en la escuadra suroeste que forman la calle E y la avenida Zaragoza. En un plano que data de 1921, ya estaba ubicada la manzana número 73 con una lotificación de 24 predios, que estuvo dividida por el típico callejón llamado Zaragoza. Sin embargo, para 1940, este espacio en donde se edificó la Cervecería Mexicali ya se había convertido en un único y gran predio interrumpiendo el citado callejón. Además de la calle E y la avenida Zaragoza, dicho polígono está flanqueado por las calles D y la avenida Mariano Arista. Y, para precisar, a la mitad de la calle E (entre Zaragoza y Arista) frente al predio de la Cervecería continúa el callejón Zaragoza que desemboca en la Nomenclatura: Avenida Zaragoza y calle Dr. Gastón Salazar (D). avenida Miguel Negrete. El general Ignacio Zaragoza es el personaje histórico de mayor relevancia en la nomenclatura que nos ocupa. Baste recordar el párrafo del informe enviado al secretario de Guerra de su época, Miguel Blanco Múzquiz, que elocuentemente señala: “Las armas nacionales se han cubierto de gloria”, al haber vencido en la batalla del 5 de mayo de 1862 al poderoso ejército francés de Napoleón III, en el proceso de imposición de Maximiliano de Habsburgo, siendo presidente de México, don Benito Juárez. Sin embargo, no debemos pasar de largo frente a los datos biográficos más sobresalientes los de Mariano Arista 2013. Nomenclatura: Esquina de avenida Zaragoza y calle E. Al fondo y de Miguel Negrete. el edificio de la Cervecería de Mexicali. * Miembro de la Sociedad de Historia “Centenario de Mexicali” A. C. 4 José Mariano Martín Buenaventura Ignacio Nepomuceno García de Arista Nuez, en corto Mariano Arista, político y militar (1802-1855) se desempeñó como uno de los pocos presidentes electos de México en la segunda mitad del siglo xix, de 1851 a 1853. Controvertido personaje que como militar sufrió importantes derrotas pero, llegado el momento supo aprovechar las coyunturas políticas y ascendió hasta la primera magistratura del país. En su gobierno, en medio de una severa crisis financiera, estableció la primera línea telegráfica entre la capital y el puerto de Veracruz y otorgó la primera concesión para construir el ferrocarril en esa misma ruta. Quiso promover la agricultura, pero el país estaba en bancarrota y al no obtener facultades extraordinarias del Congreso para someter a Santa Anna, renunció a su cargo y abandonó el país con destino a Europa. Dos años después, el 7 de agosto de 1855, con su salud disminuida, el general Mariano Arista muere a bordo del vapor inglés “Tagus”, en un viaje de Lisboa a Marsella.
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