By Eugenio Amézquita Velasco
Translation: Guanajuato Desconocido
-Comonfort preserves its essence through characters who, like Lázaro Guevara, merge oral history with today’s commercial dynamism.
-The nickname transcends a simple label to become a seal of trust that unites generations under the memory of old workshops.
-Micheladas, food, and bicycles intertwine in a story of hard work that defines the cultural resilience of the Pueblo Mágico of Comonfort.
-A new gastronomic space is now open at Magisterio 15, in the heart of the Pueblo Mágico of Comonfort.
The identity of "El Zas" and roots in the heart of ancient Chamacuero
In the streets of Comonfort, where time seems to stand still just to greet a neighbor, identity is not built with official documents, but with the echo of the voices of "the elders." In this corner of Guanajuato, the figure of Lázaro Guevara, better known as "El Zas," stands as a living monument to collective memory and the human warmth that characterizes ancient Chamacuero.
The origin of a nickname in cosmopolitan cities is usually a minor detail; in a town like Comonfort, it is a genealogy. Lázaro recounts with vibrant nostalgia how his "war name" was born amidst the scent of bicycle rubber and the aroma of pulque arriving in large jugs from Calderón. The setting: "El Clos," his father’s workshop at 52 Juárez Street, near the Mission. There, among tools scattered on the floor and the company of figures now gone, like "Yemo," a four-year-old boy played with pliers until the sound of the tool and the wit of the adults baptized a local legend forever.
This analysis seeks not only to record an anecdote but to highlight the social impact of these bonds. In Comonfort, "being family" is a tacit contract of protection and recognition. Lázaro has tried to reinvent himself and change the name of his businesses, but the town—sovereign in its language—always returns to "Zas." It is not just a brand of micheladas; it is the reminder of a boy who grew up before the eyes of an entire community—the son of the bike mechanic who today offers hospitality in the midst of the Festival of the Ceremonial Tortilla, the Molcajete, and the Salsa.
The journalistic work of Metro News fulfills a vital function here: rescuing intangible heritage. By interviewing characters like Lázaro, they are not just covering a commercial story; they are documenting the resilience of a social fabric that refuses to be depersonalized. Here, where beer is "real beer" and not just substitutes, the honesty of the product reflects the honesty of the man.
In conclusion, characters like "El Zas" are the glue of Comonfort. They represent that perfect transition between respect for the past—embodied in the advice of the elders—and the drive of a Pueblo Mágico that invites the world to sit at its table. Because in Comonfort, when you meet "El Zas," you don't just meet a merchant; you meet the history of a street, a workshop, and a town that proudly recognizes itself in one another.
The interview: "El Zas" and journalist Eugenio Amézquita Velasco
Eugenio Amézquita Velasco:
I’m excited because I’m here with "El Zas"—goodness, this is incredible. *Micheladas El Zas*. There’s a history of bicycles in this too, but... well, we won’t talk about that yet. Let’s ask him why "El Zas." He says there’s a long story. Let’s see, Zas, well, what is "El Zas’s" name to start with?
Lázaro Guevara:
His name is Lázaro Guevara, at your service, a friend, a friend to all friends...
Eugenio Amézquita Velasco:
And he’s a follower... of Metro News! How great! Well, Zas, tell us about that name, "El Zas." Why "El Zas"?
Lázaro Guevara:
The elders tell the story... because I’ve always had the pleasure and satisfaction of talking with people older than me, all my life, to learn. In fact, I’ve known some great characters. So, the elders tell of a man they called "Yemo." I don’t remember well, but that Yemo... he used to pick me up when I was a kid. I remember they used to lift me up, Yemo and other icons of Comonfort, some of whom have passed away. So I asked them: "Well, why do you call me that?" You who are older... They say they used to go to my dad’s workshop, "El Clos"—many people know it—right there in front of the parking lot at Juárez 52, by the Mission.
Eugenio Amézquita Velasco:
My goodness!
Lázaro Guevara:
He had a little bike shop. The origins of "Zas." I asked those people: "Hey, but why Zas? Tell me the story, tell me." And one gentleman said: "Look, we used to go with your boss to drink pulque." A lady from over in Calderón who made the pulque would bring it in her big jugs and arrive, right? So he says: "Well, how did it happen?" He said: "Well, since your dad had a bike shop, the tools were all over the floor. So, as a kid, you’d put the first word of 'las bicis' (the bikes) with the last, and well, those who got it, got it." So I was carrying... I had some pliers, specifically, some pliers, right? And then, *Zas!* Like the sound of the pliers. That’s what they say. And I believe it, because I was in kindergarten... I remember, in kindergarten at about 4 years old, they already called me "El Zas." I’ve had several businesses over time and I’ve tried to change the name, but no—it always comes back.
Eugenio Amézquita Velasco:
Like they say, "Create a reputation and then go to sleep." They label you like that for life; for the rest of your life, that’s who you are.
Lázaro Guevara:
That was it... that’s the story. Some people say my name is Zacarías, or Isaías... no, it’s not like that. It’s "El Zas."
Eugenio Amézquita Velasco:
Well, for the people of Comonfort, from this moment on, you know the story of "El Zas" so there’s no doubt left. We are here and we invite you to the Pueblo Mágico of Comonfort to try the micheladas, Micheladas El Zas. Here, where it really is beer. Remember we are at the first Festival of the Ceremonial Tortilla, the Molcajete, and the Salsa, here at the esplanade. We are here today the 16th, 17th, and 18th so you can meet "El Zas." Thank you, thank you, thank you.
Eugenio Amézquita Velasco:
I am Eugenio Amézquita, for Guanajuato Desconocido and Metro News.
#MetroNewsMx #GuanajuatoDesconocido
