The Icnocuícatl was a poetic category that the Mexica used to bid farewell to their dead to find resignation until they found them again in Mictlán.
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Day of the Dead is approaching, among the Latin American events, particularly Mexican, most precious of each year. This 2020 we have actually been closer to death due to the COVID-19 pandemic, which on 3 celebrations has actually forced us to say goodbye to lots of loved ones without being able to say goodbye. Given this, Cerveza Victoria released its Icnocuícatl project, with which it rescues a Mexica poem to pay tribute to all those who left.
The Icnocuícatl was a poetic genre that the Mexica used to bid farewell to their dead to discover resignation till they discovered them once again in Mictlán. These verses were sent orally from generation to generation through songs and rituals and are still used by the communities that still speak Nahuatl.
In this video, Cerveza Victoria shows several Mexican families in front of their offering on the Day of the Dead remembering their enjoyed ones while listening to a psychological poem that speaks about awaiting the reunion, a fundamental belief of Mexicans.
“The Day of the Dead is a date with a great deal of tradition in Mexico in which death is worshiped, it is a celebration of memory and a ritual that puts memory before oblivion. Which is what we are trying to find at Cerveza Victoria with ‘Icnocuícatl’. In such a complicated year in which we do not have the opportunity to bid farewell to our loved ones as we normally do, we want to advise individuals that by accepting our customs we can discover hope and resignation, to lastly be able to bid farewell to those who are no longer there.; that the death that separates us today, tomorrow will unify us once again, “stated Yune Aranguren, director of Cerveza Victoria at Grupo Modelo in a statement.
The project video has 2 variations:
In Nahuatl Starting October 15, you will be able to develop your own virtual offering on the beervictoria.com website and choose a small preloaded Icnocuícatl for your loved one. Throughout the week of Day of the Dead, Cerveza Victoria will have various surprises for its customers, amongst which there is a set, which they can buy by Rappi, with the essential aspects to assemble their offering.
Article curated by RJ Shara from Source. RJ Shara is a Bay Area Radio Host (Radio Jockey) who talks about the startup ecosystem – entrepreneurs, investments, policies and more on her show The Silicon Dreams. The show streams on Radio Zindagi 1170AM on Mondays from 3.30 PM to 4 PM.