in 1979. León is a Munich-style dark beer, which was initially brewed at the beginning of the 20th century in the southeast of the country. Montejo was first introduced in 1960 to celebrate the 60th anniversary of the Yucateca brewery. This brewery was bought by Grupo Modelo in 1979, and the packaging was changed to the current one in 1999. Microbreweries Microbrews are a new and still rare phenomenon in Mexico, especially compared to countries such as the U.S., Canada and those in Europe, but they do exist. The first was established in the 1990s in Mazatlán and called Pepe's y Joe's. Later in the decade, others, such as Cervecería San Ángel and Cervecería Santa Fe Beer Factory, appeared in Mexico City. Commemorative beers In addition to microbrews, some enterprises have introduced niche brands based more on name or marketing, rather than on brewing style. One company by the name of Minerva, based in Guadalajara, introduced a beer named "Malverde" after the supposed "saint" of drug traffickers, Jesús Malverde. The beer was first introduced in Culiacán, Sinaloa. It is also available in Guadalajara. This same company had earlier launched "Duff" beer, modeled after the beer on the television show "The Simpsons" but ran into copyright issues. More recently, group of Mexican businessmen introduced a beer called "10 Maradó," which is named in honor of Diego Maradona. This beer is the first is a series dedicated to various football/soccer legends and teams which the enterprise called "La Liga Cervecera" (The Beer League). The beer was introduced at the II Festival de Cerveza de Guadalajara and according to its producers is "light, with body and with a flavor similar to the most premium beers of Argentina." Maradona's face does not appear on the label, only the word Maradó and the number 10, with a background of blue and white stripes. This same group created the company Cervecería Revolución with beers dedicated to Che Guevara, Maquiavelo and Emiliano Zapata. Beer drinking habits Mexican beer is distinctive for its lager-like properties, being generally light-bodied with a mild taste and is meant to be consumed cold. Most beer is sold in 325 ml bottles called "medias" in the popular slang, with certain brands, such as Tecate and Modelo Especial often sold in cans. In Mexico, most bottled beer is sold in returnable bottles, the deposit for which can be almost the price of the beer