is not defined by his strength,

his image,

his courage,

his anger,

his toughness,

or his sexual orientation.

A man is defined by how he treats a woman.

If you're not a man,

you don't deserve a Tecate.

We don't need your business.

Don't reach for one.

We hope you hate it.

You're not one of us.

Not one more for you.

2 out of every 3 women suffer some kind of violence in Mexico.

Tecate. Standing against domestic violence.