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“In honor of Hispanic holiday traditions, Heineken USA continues its unique holiday celebration with this year’s Parranda Navideña national program. Partnering with Latino artists, Parranda Navideña showcases the holiday spirit through the work of a different Hispanic artist each year, which is displayed on point-of sale in stores across the country. This year, Heineken has commissioned Mexican artist, Rafael Lopez to bring to life traditional Hispanic cultural experiences associated with the holiday season.
“The holiday season has unique and special traditions for Latinos in the U.S. As an artist, I’ve been given the rewarding task of demonstrating these special celebrations through my Parranda Navideña paintings,” said Rafael Lopez. “I am proud to work with Heineken on this special initiative, which not only understands and celebrates our cultural roots but also supports emerging Latino artists in our communities.”
Rafael’s work, which will be featured on posters and calling cards for adult consumers in select stores nationwide, celebrates memorable occasions that aim to connect with Hispanic adults by bringing them back to their cultural roots. His artwork is of the Hispanic Folk Lifestyle genre and portrays a holiday gathering of friends and family in a colorful and reminiscent setting.
“Recognizing the importance of what cultural traditions represent to Hispanics, Heineken is pleased to continue supporting Latino artists through this initiative,” said Marime Riancho, Heineken Senior Brand Manager, and Multicultural Markets for Heineken USA. “This campaign provides a platform for Latino artists to showcase their talent while celebrating cultural traditions for adult Hispanics across the country.””
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