HEINEKEN, Tecmilenio to Certify Arena México Alcohol Sales Staff

HEINEKEN México, SEDECO CDMX, Universidad Tecmilenio, and Consejo Mundial de Lucha Libre (CMLL) have launched an STPS-validated point-of-sale certification to train 180 Arena México operational workers in responsible beverage service, age verification, and moderation choices. The initiative aligns private-sector sustainability goals with Mexico City’s economic development priorities while addressing national public health challenges, including early alcohol initiation ages and substantial social costs identified in ENCODAT 2025. By establishing an operational compliance benchmark in high-capacity entertainment venues, the program provides a scalable model that CMLL intends to expand across its national arena network.
 

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HEINEKEN México, Arena México, Mexico City’s Ministry of Economic Development (SEDECO), the Mixed Fund for Tourism Promotion of Mexico City, and Tecmilenio launched the Responsible Beverage Service and Sales Certificate. Over five months, the program will train around 180 point-of-sale staff members linked to sales at Arena México.  

The initiative aims to embed Intelligent Consumption and Responsible Sales principles into daily venue operations through tools focused on preventing alcohol sales to minors, improving service quality, and implementing best operational practices. The venue seats 11,800 spectators and hosts events every Tuesday, Friday, and Sunday, serving as a primary hub for local families and international tourists from Japan, the Netherlands, the United States, and Canada.

Tecmilenio will deliver the training through 1-hour sessions every 15 days. The courses will be conducted by instructors registered as external training agents with the Ministry of Labor and Social Welfare (STPS), allowing participants to receive an official DC-3 form labor skills certification and a diploma issued jointly with Universidad Heineken.  

For HEINEKEN México, the initiative aligns with "Brewing a Better World," its sustainability strategy in which Intelligent Consumption is considered a primary pillar. During 2025, through its Intelligent Consumption Caravan, the company trained over 9,600 people across 18 states, accumulating more than 19,300 hours of STPS-validated training. "Intelligent consumption is built through education, prevention, and concrete actions. This alliance allows us to combine capabilities so that those in direct contact with consumers become partners in moderation and responsible sales,” stated Claudia de la Vega, Vice President of Corporate Affairs, HEINEKEN México.

Mexico City’s Minister of Economic Development Manola Zabalza emphasized Arena México’s economic and cultural role, noting that lucha libre generates employment, trade, and tourism across the city. "Arena México allowed women into the ring before the country even granted them the right to vote in a ballot box; that speaks to the vanguard nature of lucha libre. Today, this initiative serves as a laboratory of ideas to create a safer, healthier, and truly inclusive entertainment culture for families and visitors," she added.

Quirico Seriñá, Head of Commercial & Marketing, World Wrestling Council (CMLL), noted that while the program begins at the cathedral of lucha libre during its 70th building anniversary, CMLL plans to expand the certification across its broader venue network, including Arena Coliseo in Mexico City, Arena Puebla, and Arena Guadalajara."The certification we are presenting today will involve everyone supporting daily operations across our arenas. This serves as a starting point so that we can adapt and expand this initiative," he said.

As part of the strategy to offer consumers moderate alternatives, the initiative also highlights non-alcoholic beverages, which aim to provide adult consumers choices that promote moderation without compromising the entertainment experience.  

The program launch coincided with the 93-year legacy of organized professional lucha libre in Mexico and the commemoration of National Lucha Libre and Professional Wrestler Day. “At Arena México, the true owners are the children. What we seek is a completely healthy, family-friendly environment, and above all, to serve as a positive example for kids so they leave with a smile from ear to ear," Atlantis Jr., Wrestler, CMLL.

Why Responsible Alcohol Consumption Is Important

The implementation of point-of-sale certifications tried to promote responsible alcohol consumption patterns. According to data from the Action Network on Alcohol (RASA), alcohol consumption is linked to approximately 112 deaths per day in Mexico, amounting to over 40,000 preventable fatalities each year from conditions including liver cirrhosis, cardiovascular diseases, cancer, road accidents, and interpersonal violence. The social and economic burden of harmful alcohol use is estimated at MX$552 billion (US30 billion) annually, representing over 2.1% of Mexico's GDP.

Data from the National Survey on Drug, Alcohol, and Tobacco Consumption 2025 (ENCODAT) reveals that while overall lifetime alcohol consumption among adolescents aged 12 to 17 fell to 33.9%, down from 39.8% in 2016, the average age of initiation for youth who drink dropped to 13.2 years. Furthermore, ENCODAT 2025 indicates that 17.8% of adolescents consumed alcohol in the past year, with 6.3% engaging in excessive binge drinking. Among the general population aged 12 to 65, 73.7% have consumed alcohol in their lifetime, and 1.8% meet the criteria for alcohol dependence. Beer remains the most widely consumed alcoholic beverage in Mexico, with 80.5% of current drinkers, followed by spirits with 34.2%.