Presidente beer today announced an official partnership with Gente de Zona, the most popular Cuban music duo in the world. The official partnership will have a dedicated focus on Hispanic consumers primarily residing in the eastern United States.
The musical duo, famous for its raggaeton sound, found its first international success following their collaboration with Enrique Iglesias on his 2014 release “Bailando”. The track was awarded three Latin Grammy awards and received widespread coverage.
“We are bringing the fun Caribbean lifestyle experience to consumers and there’s not a better Latino music duo that exemplifies the spirit and attitude of that region than Gente de Zona,” said Mariana Lever, senior brand manager, regional brands for Anheuser-Busch. “Their high-energy and fusion of Caribbean rhythms are the perfect mix that Presidente embodies.”
As part of Presidente’s Caribe Mode On Hispanic summer marketing campaign, Gente de Zona will take part in branded photo shoots, be featured on OOH, radio, POCM, digital and the band will incorporate Presidente throughout its regional music tour in Miami and New York.
With origins in Cuba, Gente de Zona was founded in 2000 by group leader Alexander Delgado – Randy Malcom followed a few years later – making the duo one of the hottest and most sought after music collaborators today. Its recent album release, Visualízate, is one of the most in-demand albums of the year and the new single La Gozadera has garnered over 200 million online views.
“Our association with Presidente feels like we never left the Caribbean, it’s refreshing to bring a taste of home to the U.S.,” said Alexander Delgado, lead group member for Gente de Zona. “We look forward to bringing our music fans and Presidente together – it will be an exciting summer!”
The beer and music tie-up offers a glimpse into what’s happening in real time as the music scene inserts itself into the narrative about Cuba’s new openness and provokes questions about what the future means for young Cubans.
It is no secret that Castro’s communist government desires connection with Cuba’s young people as the economy transitions from mostly government controlled to one that has much larger private sector participation.
Recently, Diplo and Major Lazer played a free show outside the U.S. embassy. According to Rolling Stone, this was the first major concert by an American act since the US began easing tensions with Cuba in 2014. And in an interview with Diplo, Charlie Rose says the event was supposed to attract 30-40 thousand visitors. Instead, approximately 400,000 Cubans showed up. Rose also says the young crowd was, “bonded by the music that transcends boundaries.”
Founded in 1935, Presidente is brewed by Cervecería Nacional Dominicana in the Dominican Republic. Presidente contains 5 percent alcohol by volume (ABV) and is available in 6-packs of 12-ounce bottles, 12-packs of 12-ounce bottles and 24-packs of 12-ounce bottles. Presidente is available in Connecticut, Delaware, Florida, Georgia, Louisiana, Maine, Maryland, Massachusetts, Mississippi, New Hampshire, New Jersey, New York, North Carolina, Pennsylvania, Rhode Island, South Carolina, Tennessee and Washington DC.