Related Articles
-Editorial
In a bold step to strengthen cross-border tourism and promote local entrepreneurship, the Chicali Brewers collective has launched a new campaign to spotlight Mexicali’s vibrant craft beer scene. This initiative seeks to attract visitors from Imperial Valley and across Southern California, offering them a curated, safe, and enriching experience centered around the region’s unique brewing culture.
Kenia Vidal, the passionate President of Chicali Brewers, is leading the campaign with a clear vision — to turn Mexicali into a must-visit destination for craft beer lovers on both sides of the border.
“I believe this is more than just about beer — it’s about connection,” Vidal said. “We may have a wall that separates us physically, but culturally and emotionally, we are the same people. This campaign is about making that reconnection easier and more enjoyable, through something as universally loved as beer.”
The initiative introduces an official “Ruta Cervecera” (Craft Beer Route) with enhanced access for U.S. visitors. This includes signage, brochures, QR codes, and most notably, guided tours designed to eliminate transportation and safety concerns for tourists who wish to explore multiple breweries without the hassle of driving. The tours aim to ensure visitors can experience the full spectrum of Mexicali’s craft beer offerings — and return home safely.
Participating breweries in the Chicali Brewers collective bring an eclectic mix of styles, flavors, and atmospheres that reflect the creativity of the region. Names like Baja Beer & Grill, Amante Brew Company, Cervecería Urbana, Cervecería Coralillo, Botanero Cinco Tribus, Cervecería Averno, Malgro Cervecería & Tap Room, El Sume, Media Sangre, Cervecería Colmena, and Cervecería Mandala are just a few of the local favorites on the route.
“These are not just businesses,” said Vidal. “They’re dreams in motion. Each brewery tells a story — of passion, perseverance, creativity, and community. And now, we’re sharing that story with our neighbors in the north.”
To make the route more accessible and informative, Chicali Brewers is distributing printed brochures and QR codes in key locations throughout Mexicali and the Imperial Valley, including hotels, restaurants, and tourism centers. These materials direct users to the collective’s updated website, which features a full directory of participating breweries, tour dates, operating hours, and special events.
“We want it to be easy for people to discover the route,” Vidal emphasized. “This month, we’re celebrating big — and that includes launching these new resources, being more active on social media, and encouraging people to visit in person.”
Beyond her leadership, Vidal’s involvement is deeply personal. Her election as president by fellow brewers came as a recognition of her energy and authenticity — qualities she channels into everything she does for the campaign.
“I was chosen by my peers, and that’s an honor I don’t take lightly,” she shared. “I’m not here just to promote beer — I’m here to support a movement. A movement of passionate local entrepreneurs who are crafting something exceptional in our city.”
The timing of the campaign couldn’t be better. Mexicali is set to host Tianguis Turístico, Mexico’s premier tourism expo, from late April to May 1. The event is expected to draw national attention and will be a key platform for showcasing Mexicali’s appeal as a northern Mexican destination.
“This is a great opportunity to position Mexicali as a tourism and business hub,” said María de los Ángeles Murillo Flores, General Director of the Mexicali Tourism and Convention Committee (COTUCO). “We’re putting a spotlight on our air connectivity, hotel infrastructure, culinary experiences, and of course — the craft beer movement.”
Murillo Flores noted that Mexicali already has flight connections with major cities like Guadalajara, Mexico City, Los Cabos, and Hermosillo, and that the city is focusing on strengthening ties with U.S. cities, particularly in Southern California.
“It’s not just about flights or roads — it’s about building regional synergy,” she said. “Southern California and Mexicali share a dynamic bond, and the craft beer route is a fun, cultural, and flavorful way to deepen that connection.”
As Mexicali’s beer scene continues to grow, the Chicali Brewers campaign exemplifies how local industries can become powerful tools of cross-border diplomacy, cultural exchange, and economic development — all while raising a glass to community, creativity, and shared identity.