Dying Like 'El Mencho': The 200,000-Peso Gold Coffin That's Already Being Sold Among Drug Cartels

“Sol Prendido” for Borderland Beat 

The golden casket—which just six weeks ago became a trending topic in national and international media after being used in funerals linked to organized crime—is now being sold in four states across the country, all of which are, coincidentally, associated with an organized crime presence.

The "Regal Gold" model—used in the funeral of Nemesio Oseguera Cervantes, *El Mencho*, leader of the Jalisco New Generation Cartel (CJNG), as well as in that of his operative Rubén Guerrero Valadez, alias *El R1*—now forms part of the service offerings of a funeral group.

The piece was unveiled at a press conference and placed on public display at the Magaña Funeral Home in the city of Colima, as part of a strategy to showcase new options within the high-end funeral market.

Right from the initial invitation, the funeral home was direct: "We have the pleasure of inviting you... to present the famous high-end casket model used for the funeral services of Nemesio Oseguera Cervantes, better known as *El Mencho*."

**Casket Model 'Debuted' by *El R1***

According to the La Paz Funeral Group—the parent company of the funeral home in question—there are only seven caskets of this type in existence throughout the entire country: one in Ciudad Obregón, Sonora; three in Culiacán, Sinaloa; two in Guadalajara, Jalisco; and one in Colima. These are all states characterized by a clear presence of organized crime groups and high crime rates.

The first documented use of the casket in Mexico was not—as many had believed—at *El Mencho's* funeral, but rather at that of Rubén Guerrero Valadez, *El R1*. One of *El Mencho's* operatives, *El R1* was killed during a federal operation, and his body was laid in state days earlier in Michoacán.

*El R1's* casket was available in Guadalajara by February 24—the date on which it was utilized and transported to Tanhuato, Michoacán—whereas *El Mencho's* casket was brought from Ciudad Obregón to the capital of Jalisco during the first days of March.

According to company records, these are the only two units that have been sold thus far, although the firm anticipates that demand for this luxury product will increase. Faux gold, velvet interiors, and a mirror-like finish: such is the casket.

Beyond its broader context, the product itself is defined by specific technical characteristics. The casket is imported from the United States; it weighs 109 kilograms and can support a weight of up to 227 kilograms. Its structure is constructed from 18-gauge reinforced steel, featuring a polished, mirror-like finish in a gold tone.

However, one of the points most emphasized for clarification during the product presentation was its composition.

“It is not made of gold—it is neither solid gold nor gold-plated; it simply features a finish that, for lack of a better term, we might describe as ‘faux gold,’” explained the group’s CEO, Juan Carlos Ramos.

The model also features blue velvet interiors, an adjustable bed mechanism to modify the body's positioning, a compartment for safeguarding keepsakes or personal belongings, and a hermetic closure system utilizing continuous-seal technology. These features position it within the highest tier of the funeral market, distinguished by both its design and its functionality.

The inside of the coffin is lined with blue velvet.

Since its announcement, the display of the coffin has sparked an immediate reaction, primarily on social media.

“There have been far more reactions on social media than actual physical visits we’ve received... but people—families—have indeed been coming in... it has sparked an interesting curiosity to come and see this coffin,” noted Alberto Alcántar, the group’s manager of pre-planning services.

Comments have ranged from curiosity and morbid fascination to outright criticism. While some view it as a display of innovation or exclusivity, others question the surrounding context and what it represents in a society scarred by violence.

**Funeral Service Reaches 200,000 Pesos**

Access to this type of coffin doesn’t come cheap. A basic funeral package that includes it runs around 200,000 pesos, though the final cost may rise depending on the additional services the family chooses to contract.

A wake held at the funeral home or at a private residence, a hearse, coffee service, embalming, and the necessary paperwork and permits are all part of a package tailored to the specific needs of each case. For the company, the logic is clear: to offer differentiated options in a market where final farewells are increasingly personalized.

Given the context surrounding the product, the funeral group was emphatic in distancing itself from any intent to offer an apology for—or to provoke with—such items.

“As a group, our constant mindset is that the last thing we want to do is cause pain to society... we know there are certain figures who have caused harm to our society... but people come to us and ask for exactly what they are looking for to bid farewell to their loved ones,” explained Commercial Manager Erika Peñafiel.

The message is insistent: it’s not about glorifying specific figures, but rather about expanding the range of available options.

“Some people are looking for a simple coffin... while others are looking for something more elaborate. We’re here to meet any need,” she added.

And while the "Regal Gold" coffin may be understood as an exclusive product within a specific market niche, its significance is far from neutral. For some, it represents innovation and freedom of choice. For others, it serves as a reflection of a culture that continues to permeate even the most intimate and painful moments of life.

Source: Milenio