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5 Rabbit Cerveceria Dumps Trump — Gives Beer a New Name

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Written and released by Michael Kiser, Monday, June 29th, 2015

5 Rabbit Cerveceria is parting ways with a private label client, Trump Tower, in Chicago. The businesses made a deal to produce a "house beer" that would be served exclusively at the Trump Tower in downtown Chicago this summer, but after the newly-announced presidential hopeful made disparaging remarks about Latinos, saying that they were "bringing drugs, they're bringing crime, they're rapists and some, I assume, are good people."

Since the remarks, Trump has been dropped by other partners such as NBC who have joint ventures with Trump, like the Miss USA and Miss Universe pageants, and the show Celebrity Apprentice. 

5 Rabbit Cerveceria founder, Andres Araya — who was born in Costa Rica, lived in both Mexico and the US where he studied at Purdue and Cornell Universities, and ultimately opened the first latin-inspired brewery in the US — also felt that the right thing to do was sever all ties to Trump and Trump's properties. 

"We would be doing an injustice to the community we serve (and live in) by engaging in business with someone who does not accept our role in society and expresses a rhetoric of hate and ignorance towards us. On a personal level, if I did, one of the things that scares me the most is sending the wrong message to my daughters. We are active members of this immigrant community and we need to stand up for ourselves, and more importantly, for those who do not have the voice or means to do so. The very foundation of the United States of America was built on acceptance and inclusion.  That is what drew us here, and that´s what why we feel so strongly about this. As a company, an integral part of our vision reads that we are “not only based in, but also look to promote a strong and positive image of Latin America, its heritage and people." It would be hypocritical of us to sustain the relationship."

The summer golden ale will be re-named "Chinga tu Pelo," or "Fuck your Hair," a light-hearted version of a phrase in Latin-America reserved for the most deserving of insults

The beer will be available at bars and restaurants where 5 Rabbit Cerveceria has developed long-standing and respectful relationships in Chicagoland, including: Fischmans, Bar on Buena, Riverview Tavern, Jerry's, Murphy's, Kumas, Rocks, Standard Market, Stony Point, Dusek's, A Toda Madre, Pints, Sovereign, Cafe Slasa, Green Lady and more. 


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