Headsoak

"...Beer represented a civilized beverage renowned for its healthful influences, consumed by all classes in the productive countries of Western Europe and the rest of North America. It offered an alternative to the lower-class symbolism of pulque or mescal that Mexico's rulers blamed for the low productivity and constant inebriation of Mexican workers. Drinking beer allowed the gente decente both to differentiate itself from the lower classes and to offer them a moral example of how to build a stronger, more progressive nation."

-from 'Consumers of Good Taste:' Marketing Modernity in Northern Mexico by Steven Bunker

We've come a long way, baby.