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This brand was apparently launched by and named for the Former Mexican President, José López Portillo. I'm not an authority on Mexican history but some information found on the web implied that Portillo is thought to be responsible for leading Mexico into a currency crisis in the early 1980s. One article spoke of the "frail 81-year-old" (2002) and the 1979 picture of him striding a horse used on the label. This article was from a March 2002 Wall Street Journal which primarily discussed the state of the industry and you can read the rest of it here.
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