Quick recollection: When I was in school, my father was a Femsa Cerveza distributor. I remember going to his warehouse and seeing pallets of a new beer stacked up, and saying to the warehouse manager, "Wow, who would ever name a beer 'two horses?'" My Spanish back then was about as good as it is now. Back then Tecate was the hot CCM brand and Dos Equis was virtually unknown. But today, as the high end leads the industry, Dos Equis is the star of that portfolio