In 1864, Emperor Maximilian of Hapsburg sailed into the Port of Veracruz. After a long and arduous journey by boat, he arrived to find that there was no beer in the country, leading him to bring the finest master brewers from Europe to Mexico to start producing beer. Shortly after brewing began in earnest in Mexico, bandits began holding up the carriages transporting this elixir. Maximilian decided to take action, hiring charros (Mexican horsemen) to protect the carriages that transported his beer and appointing them as his PROTECTORS OF THE BEER. This is how we came to be called: Cerveza Charro.