In Mexico, the face of El Chapo may soon grace cantinas across the country.
He's one of Mexico's most notorious drug lords - the leader of one of Mexico's largest cartels, who escaped prison not once, but twice.
And now - there's "El Chapo" the beer.
The drug lord himself is behind bars in US prison, convicted for a raft of crimes and sentenced for life.
His eldest daughter, Alejandrina Guzman, is capitalizing on the name and launching her own "El Chapo" merch empire.
Adriana Ituarte represents the brand:
(SOUNDBITE) (Spanish) SALESPERSON FOR "EL CHAPO" BEER, ADRIANA ITUARTE, SAYING:
"This is an artisanal beer, with 4% alcohol. This prototype is a lager, and it's made up of malt, rice and honey so it's good. And the idea is for it to be sold in bars that stock craft beer."
This beer - is part of the daughter's El Chapo 701 brand. It's also released a clothing line.
The 701 is a reference to his ranking on a 2009 Forbe's rich list.
The brand is still waiting for the greenlight from authorities to sell beer.
Some in Mexico despise El Chapo, while others admire him.
The brand hopes there will be lines around the block - for their taste of infamy - for less than four US dollars.