New Mexico is affectionately referred to by some who live there as the “Land of Mañana.” It refers to the relaxed, slower-paced lifestyle that draws many people to the state. And that was the concept of NMX Standard—to create a lighter, easy-drinking beer that you and your buddies could throw down right now. Because that other thing you were supposed to do today can wait until later.
Tastes are always changing, and lighter, easier-drinking beers are having a moment for craft breweries. But unlike some of the stouts and IPA’s out there, it’s harder to really create a distinctive liquid with lighter beers. NMX Standard tastes great, but it also needed some marketing that leaned heavier into lifestyle branding than some of their other products. In other words, the t-shirts are flying off the shelf.
