Coors Brewing Co. Continues Its Support of the National Puerto Rican Day Parade

With the Coors Brewing Company Rocky Mountain icon flying high above 5th Avenue, and the reggaeton rhythms of Tito El Bambino on its parade float, Coors Brewing Company, as part of its Lideres program, announced it would continue its National Puerto Rican Day Parade scholarship commitment for the next three years.

“These scholarships will give young Latinos and Latinas the opportunity to fulfill their potential,” Mauricio Cardenas, Chief Officer, Latin America & US Multicultural Markets, Coors Brewing Company, said. Cardenas noted that the scholarships are part of Coors’ Lideres program. “Lideres began in 2006 as part of our on-going commitment to recognize and develop leaders within the Hispanic community. By providing tools such as scholarships, Coors is helping to bring a new generation of leaders to our Latino communities,” he said.

Cardenas noted that Coors has tripled its annual contributions to the National Puerto Rican Parade for its High School and College Scholarship Fund. The scholarships are awarded by the National Puerto Rican Parade Board members to students to help them continue and complete their college or graduate studies.

Pablo Guzman, vice president, Hispanic Sales for Coors, also announced during the event that Coors Light would be the exclusive beer sponsor of the National Puerto Rican Day Parade in 2009. Guzman noted that Coors Light – with Manhattan Beer Distributors, Inc. – was the exclusive beer sponsor of the South Seaport Street Festival.

“We are grateful for Coors’ continuing help in enabling our youth of Puerto Rican heritage to continue their studies,” said Melissa Quesada, vice president, National Puerto Rican Day Parade. “Education is a key factor that will contribute to their future success, and these Coors scholarships will provide the catalyst for future opportunities.”

Applications will be available nationwide and will be accepted by certified affiliates of the National Puerto Rican Day Parade. Applicants must exemplify academic excellence and a commitment to advancing Puerto Rican culture, heritage or education.”*

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