A unique cafe in Mexico City has become a haven for fans of World Cup teams that have been eliminated from the tournament. The Losers Cafe, located in the Condesa neighborhood, welcomes fans of losing teams and offers them a free drink if they wear their team’s jersey.

A Symbol of Community

The cafe’s concept is to provide a sense of community for those who are disappointed by their team’s loss. Each morning, small flags representing the defeated teams are raised at the cafe’s entrance, and inside, fans can find comfort in the company of others who share their disappointment.

The Losers Cafe was created in partnership with the Swedish dairy alternative brand Oatly and the owner of the coffee shop, Ian Infante. Infante, who is originally from Venezuela, understood the concept of the cafe and decided to participate in the project.

The cafe’s market developer, Rocio de la Cuadra Diaz, said that the company chose to launch the campaign in Mexico City because of the rapid growth of the brand in Latin America and the local sense of humor. The concept of creating a cafe for losers in Mexico made sense because, as de la Cuadra said, ‘we almost always lose.’

Original reporting: Appleton, WI News Feed (HLL/CB) — read the source article.