Beer lovers, as well as beer, are the subjects of this cleverly crafted advertisement. Victoria's well-established tagline embraces both: "orgullosamente Mexicana" ("proudly Mexican") applies not only to the lager but also, by association, to the people who enjoy it, whether in their home country or abroad.
The headline, however, speaks specifically to Mexican expats in the United States. "Perdón," it asks, we know that your next beer run won't be to "tu tienda de la esquina" — you're savvy to the language of the "convenience store."
Victoria Beer billboard
72-46 Roosevelt Ave. (72nd-73rd Sts.), Jackson Heights, Queens