The Guanajuato Brewery Company produces, markets and distributes craft beer in the Mexican shoal. Miguel Ángel Hernández Roque is the director and owner of the brand Genaro Roque that maintains high quality standards in the industry.
In 2023 it won two medals: gold and silver at the Lyon International Competition, a competition in France that rewards the best wines, beers and spirits in the world. Additionally, in this competition, Genaro Roque’s American Blonde Ale beer obtained a trophy as “The Best Mexican Beer”.
Genaro Roque was Miguel Ángel’s grandfather, who produced beer around 1920. And when the beer boom was craft beer In Mexico, Miguel Ángel decided to resume the business and left his grandfather’s name as a brand as a tribute. In 2014 he founded the Guanajuato Brewery Company, which this October celebrates nine years in the market.
“We are producers of alcoholic beverages and the most complicated challenge is that there is a lot of stigma regarding consumption. Although this has been a stumbling block, we have focused on being a Socially Responsible Company (ESR). We are now in our fourth consecutive year of obtaining this distinction,” says Miguel Ángel Hernández Roque, director of Compañía Cervecera de Guanajuato.
Being a socially responsible company speaks volumes about Genaro Roque’s support for the community and collaborators, as well as for responsible consumption. As for the plans that Miguel Ángel has with his company, it is to consolidate the name of Genaro Roque and continue with the growth, but above all to achieve public acceptance.
“We are also very interested in the internationalization part. Bring our craft beers to other latitudes. We already achieved it with France. We want to continue with this dynamic of continuing to compete and for our clients to have a quality product that competes worldwide,” says the interviewee.
This family business is made up of three partners: Miguel Ángel, his son and a third shareholder. It is a business that has been consolidated with the work and effort of each of its collaborators. They have a staff of 10 employees (five men and five women). “Every day we try to offer the best we have for our customers.”
The 3 business lessons by Genaro Roque: craft beer
It’s difficult, but it is possible!
The human being has a spirit of power. He is gifted with everything he needs to succeed. The most important thing is to truly believe that he can achieve whatever he sets his mind to with determination, discipline and perseverance.
Have reality at the center
Everyone has a dream and wants to follow it. But you have to be focused on reality. If you see that your product, no matter how hard you try, doesn’t pull, you should know how to say no. Backing out. No problem. Because at the end of the day you will do another type of entrepreneurship.
Be fair and honest in everything
Transparency in all your business and personal dealings. To do this, it is necessary to combine skills based on trust and respect with a constant effort to improve your company and your actions.
How to increase sales through technology?
This entrepreneur and his team sell Genaro Roque craft beer throughout the Mexican Republic. They sell through their website and also through Amazon. They offer different forms of electronic payment, including: CoDi®because Miguel Ángel Hernández Roque considers it to be a good option for his clients.
Technology platforms significantly help small businesses increase their sales. One of them is CoDi®, developed by the Bank of Mexico to carry out payment and collection transactions through your cell phone, quickly, safely and efficiently. All in a 24/7 scheme and without any commission.
Any person (physical or legal) can use CoDi®. From the general public to small, medium and large businesses, who want to make a payment or collection through an electronic transfer.
Enroll in CoDi®
To collect with CoDi®, the first thing is to validate your account. Here we tell you step by step:
- Step 1: Seeks CoDi® in your financial institution’s app.
- Step 2: Enter the registration code that you will receive in a text message.
- Step 3: Choose the account to receive or send payments.
- Step 4: Your financial institution will pay a cent to validate your account.
- Step 5: You will receive a notification that your account has been validated.