Chicago's 5 Rabbit Cervecería brewery joined the growing list of businesses severing ties with finance mogul Donald Trump in light of the presidential hopeful's recent comments on Mexican immigrants. The craft brewers pulled their 5 Rabbit Golden Ale from Rebar, a bar in the Trump Hotel Chicago, which had featured the beer on tap. This development is just the latest in a string of public backlash after Trump's June 16 comments, which included: "[Mexico is] sending people that have lots of problems, and they're bringing those problems with us. They're bringing drugs. They're bringing crime. They're rapists. And some, I assume, are good people."
While Macy's and NBC also recently dumped Trump, eliminating his clothing line and affiliation with the "Celebrity Apprentice," respectively, 5 Rabbit's decision is similarly significant, and highly personal. The young brewing company's mission statement is quite clear, the first line reads simply, "Latin culture." And the origin of its namesake? 5 Rabbit is a reference to Aztec mythology. Known by the name Ahuiteteo, 5 Rabbit is a deity for overindulgence and excess, an idea that mirrors the company's zesty, hop-heavy brews.
CEO and founder Andres Araya told the Chicago Tribune, "Many of the comments he's made recently really strike a chord directly at us as Latin American immigrants, and it's just something you can't let slide." Araya holds an MBA from Cornell University and M.S. and B.S. degrees from Purdue University in engineering, along with several years of experience in beer production and consumer management. And while Trump may have his opinions and ideas, Araya's company has its own methods. 5 Rabbit celebrates the Mexican phrase, "¡Vive Piixan!" which translates to "free spirit."