Argentine brewery wins gold at World Beer Cup, reaches the pinnacle of craft brewing
The tension grew as the bronze and silver medals were announced without our names being called. Doubt crept in when suddenly, they announced our names for the gold. My partner and I stared at each other in disbelief. Tears of joy streamed down our faces as we made our way towards the stage.
- 1 year ago
August 22, 2023
Juguetes Perdidos has been redefining craft beer in Argentina since 2015. Taking home the gold from the World Beer Cup put them at the top of the industry. | Photo courtesy of Juguetes Perdido
BUENOS AIRES, Argentina — As we stood in the middle of the crowded room at the World Beer Cup, a rush of excitement coursed through my body. We heard the presenter say our names, and a wave of applause resonated through the space. It felt like we’d finally touched the sky.
A sense of pride filled me as we stood out amongst the best beer brands in the world. Competing against 10,000 beers from 51 countries represented the culmination of years of work. My partners and I call our brewery and brand Juguetes Perdidos, or Lost Toys, after the legendary Latin American band of the same name.
Known for their massive concerts which attracted a half million people solely through word of mouth, the name and spirit of the band resonated with me. From a young age, I highly valued passion, dedication, and love of your craft. Through Juguetes Perdidos we get to share our love of experimentation and play through beer.
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Winning the World Beer Cup after years of anticipation
While we had triumphed in competitions in Latin American and Japan, I dreamed of the World Beer Cup. For 17 years I attended the event as a judge and witnessed the tremendous pressure of the competition. I participated in a rigorous and fair process, feeling the anticipation and excitement as they announced the beer categories.
When we competed in the competition, we got as far as fourth place. This year we approached the competition with no expectations. Like a ritual, we carried the Argentine flag and sat in the same positions each time. When they began announcing the awards, my partners and I held hands tightly.
The tension grew as the bronze and silver medals were announced without our names being called. Doubt crept in when suddenly, they announced our names for the gold. My partner and I stared at each other in disbelief. Tears of joy streamed down our faces as we made our way towards the stage.
As we marched towards the announcers, we high-fived the ecstatic crowd, waving our flag around. The atmosphere felt electric, with flashes of cameras, thunderous applause, and everyone on their feet. Seeing our name on the giant screen behind me was like reaching the sky. We sang and jumped around like crazy. At that moment, previous rejections flooded my mind. This win was not just for us, but for our whole community. After leaving the event, we celebrated with everyone we knew.
Every single beer we craft comes from love and unwavering dedication
I started brewing beer at home in the 1990s as a hobby. Back then, information and access to raw materials remained limited, but my passion and self-taught nature drove me to learn and improve. When we took the leap and started commercially in May 2015, the response was incredible.
I firmly believe in the principle of making beers that I enjoy drinking myself. Honesty and passion remain vital when delivering a product of the utmost quality. We craft each beer with a sense of purpose and intention. From the very beginning, my team and I emphasized unanimity, meaning all three partners must approve any product before we release it. This ensures our beers remain truly exceptional and meet the expectations of discerning customers.
In 2019, we reached a milestone after appearing at the Extreme Beer Festival. By the time the pandemic kicked in, we grew a wait list and dispatched our barrels like hotcakes. Over time, my partners and I brought together 65 breweries from around the world. This offered an amazing opportunity to connect with local and international brewers.
When I think about what’s next for us, I know we will continue to pour our hearts into every single batch, making sure we only get better as we go. Beer has been a part of my life for as long as I can remember, and it feels like a family affair. Even my children learned the term “aftertaste” before they could fully articulate it. I have cherished memories of them standing on benches, brewing beer with me at the tender age of three. At Juguetes Perdidos, beer making feels like an inseparable part of who we are as humans–an art that permeates every aspect of our lives.
