News (Noticias) Tagged ‘beer’

MillerCoors today announced that San Antonio-based Bromley Communications won the competitive pitch to become its Hispanic media planning and buying agency of record. Bromley will lend its Hispanic media planning and buying expertise to MillerCoors within the newly formed dedicated media unit, MC Media. MC Media also consists of Draftfcb, Initiative and Kinetic.
“Winning with Hispanic beer drinkers is critically important to the success of MillerCoors and that’s why we are ramping up our resources in Hispanic marketing,” Jackie Woodward, MillerCoors vice president of marketing services, said. “The Bromley team demonstrated a great understanding and passion for developing creative media touchpoints with Hispanic beer drinkers. The fact that the agency’s leadership with Hispanic consumers begins at the top, with Hispanic ownership, demonstrates the agency’s unique ability to deliver for our brands.”
Woodward noted that as MillerCoors new Hispanic media agency of record, Bromley, which is partly owned by Publicis Groupe, will plan and buy media focused against the Hispanic market in all media channels, excluding digital, across MillerCoors’ entire brand portfolio. Additionally, Bromley’s role as Hispanic creative agency for Coors Light remains unchanged. Joanne Davis Consulting and Media IQ assisted in the review.
Ernesto Bromley, president of Bromley Communications, said: “As part of MC media, with Draftfcb, Initiative and Kinetic, we look forward to helping MillerCoors increase its relevance to Hispanic consumers. We bring expertise, as well as a thirsty passion for winning in the beer business, and we look forward to a great partnership.”
For more information about MillerCoors, please visit www.millercoors.com. “

Coors Light, “The World’s Most Refreshing Beer,” is encouraging adult beer drinkers to share ways they stay cool, with unique prizes going to those with the best submissions. Entries can be submitted by legal U.S. residents in either English or Spanish to www.piensenfrio.com.

When things heat up, how do you stay cool?

• Do you stay cool to score the winning goal?
• Do you play it cool when a pretty girl walks by?
• Do you keep cool under pressure?

Contest participation is easy – adult beer drinkers, 21 and older, just submit an original video, photo or blog describing how they stay cool. Entrants can register and submit videos, photos and blogs at http://www.piensaenfrio.com/concurso. Once entered, other adult consumers can vote on entries. Entries can be shared by email, social networking sites, blogs, etc. The top entries will be determined by a combination of votes and a Coors Light judging panel which will evaluate entries based on creativity and originality (40%), closeness to the Piensa en frio theme (50%) and representation of Coors Light (10%). Winning entries will win cool prizes like:

• Coors Light - Stainless Steel Cooler
• Coors Light - Dartboard Cabinet, Dartboard and Dart Set
• Coors Light - Watch
• DVD Player
• Noise Cancelling Headphones

Videos, photos and blogs as well as complete official rules and prize information are also provided on the contest site. Entries may not use or reference copyrighted materials or personalities and all persons appearing in entries must be at least 21 years of age. California residents are not eligible to receive prizes but will receive a free screensaver download from piensaenfrio.com.

Piensaenfrio.com is a fun destination with videos, games, and user polls for adult beer drinkers who can stay cool under pressure.

Useful Links:

• Piensa en frio contest
• Rules and regulations
• Piensa en frio YouTube
• Coors Light Espanol

NO PURCHASE NECESSARY TO ENTER OR WIN. Visit www.piensaenfrio.com/concurso to see the official contest rules and complete details.

About MillerCoors

Built on a foundation of great beer brands and more than 288 years of brewing heritage, MillerCoors continues the commitment of its founders to brew the highest quality beers.  MillerCoors is the second largest beer company in America, capturing nearly 30 percent of U.S. beer sales.  Led by two of the best-selling beers in the industry, MillerCoors has a broad portfolio of highly complementary brands across every major industry segment.  Miller Lite is the great tasting beer that established the American light beer category in 1975, and Coors Light is the brand that introduced consumers to refreshment as cold as the Rockies. MillerCoors brews full-calorie beers Coors Banquet and Miller Genuine Draft; and economy brands Miller High Life and Keystone Light.  The company also imports Peroni, Pilsner Urquell and Molson Canadian and offers innovative products such as Miller Chill and the Sparks line of caffeinated alcohol beverages.  MillerCoors features craft brews from the Jacob Leinenkugel Company, Blue Moon Brewing Company and the Blitz-Weinhard Brewing Company.  MillerCoors operates eight major breweries in the U.S., as well as the Leinenkugel’s craft brewery in Chippewa Falls, WI and two microbreweries, the Leinenkugel’s 10th Street Brewery in Milwaukee and the Blue Moon Brewing Company at Coors Field in Denver.  MillerCoors vision is to become the best beer company in America by driving profitable industry growth.  MillerCoors insists on building its brands the right way through brewing quality, responsible marketing and environmental and community impact.  MillerCoors is a joint venture of SABMiller plc and Molson Coors Brewing Company.

Contact

• Jenny Volanakis, MillerCoors, 646-682-7682, jennifer.volanakis@millercoors.com or
• Paul Dyer, COi New Media for Coors Light, 323-988-4670, www.piensaenfrio.com/concurso:

  Cuando las cosas se calientan, ¿cómo te mantienes en frío?

  • ¿Te mantienes en frío para meter el gol ganador?
  • ¿Te mantienes en frío cuando una muchacha linda pasa por tu lado?
  • ¿Te mantienes en frío bajo presión?

  La participación en el concurso es fácil – consumidores de cerveza adultos, de 21 años o más, deben enviar su video, foto o blog original que describe como se mantienen en frío. Los participantes pueden inscribirse y enviar sus videos, fotos y blogs a la página web http://www.piensaenfrio.com/concurso. Ya inscritos en la web, otros consumidores y participantes, mayores de 21 años, podrán votar por tu video, foto, y/o blog. Se pueden compartir las historias por email, sitios sociales de la red, blogs, etc. Los ganadores se determinaran por una combinación de votos y un panel de jueces de Coors Light que evaluarán las historias y materiales enviados basados en su creatividad y originalidad (40%), cercanía al tema de “Piensa en Frío” (50%) y representación de Coors Light (10%). Los ganadores recibirán premios como:

  • Coors Light – Una Neverita de Acero Inoxidable
  • Coors Light – Gabinete, Tablero, y juego de Dardos.
  • Coors Light – Un Reloj
  • Un Tocador de DVDs
  • Audífonos que Cancelan el Ruido

  Videos, fotos y blogs así como los reglamentos oficiales e información sobre los premios están disponibles en la página web del concurso. Los participantes no pueden usar o referirse a materiales protegidos por derecho de autor o personas y todas las personas participen y aparezcan en las historias, videos, fotos, y blogs deben tener por lo menos 21 años de edad. Residentes de California no son elegibles para recibir premios.

  Piensaenfrío.com es un destino divertido con videos, juegos, y encuestas de usuarios para adultos, mayores de 21 años, consumidores de cerveza y que pueden mantenerse en frío bajo presión.

  Enlaces Útiles:

  • El Consurso de Piensa en Frío
  • Normas y Reglamentos
  • Piensa en Frío YouTube
  • Coors Light Español

  Información de Contacto:

  • Jenny Volanakis, MillerCoors, 646-682-7682, jennifer.volanakis@millercoors.com or
  • Paul Dyer, COi New Media for Coors Light, 323-988-4670, ñas cervezerías, la Leinenkugel’s 10th Street Brewery en Milwaukee y la Blue Moon Brewing Company en el “Coors Field” el estadio de béisbol de los Rocosos de Colorado en Denver. La visión de MillerCoors es ser la mejor compañía cervecera de los Estados Unidos a través de su liderazgo en ganancias y crecimiento en la industria. MillerCoors insiste en construir sus marcas en la forma correcta fabricando cervezas de alta calidad, con mercadeo responsable, protegiendo el medio ambiente y con un impacto positivo en la comunidad. MillerCoors es una compañía de SABMiller plc y Molson Coors Brewing Company.

    No es necesario comprar nada para participar o ganar. Visita www.piensaenfrio.com/concurso para ver los reglamentos oficiales del concurso y detalles completos.

The historic Pasadena Civic Auditorium was filled with stars from both the sports and entertainment worlds as the first-ever annual “Tecate Premios Deportes” (Tecate Sports Awards) honoring Hispanic athletes in nine different categories was broadcast last night by Univision, the most-watched Spanish-language television network in America.

Selected for their character, talent and perseverance, as well as their contributions to and impact on the Hispanic community, the “Tecate Premios Deportes” awards featured not only some of the biggest names in sports, but also performances by some of today’s biggest Latin music stars, as well.

Among those honored in the various categories were Oscar de la Hoya (Golden Eagle Award), Miguel Cotto (Boxer of the Year), Lorena Ochoa (Female Athlete of the Year), Carmelo Anthony (Basketball Player of the Year), Helio Castroneves (Auto Racer of the Year), Alex Rodriguez (Baseball Player of the Year), Mexican soccer great Cuauhtemoc Blanco (Athlete of the Year, North American Soccer Player of the Year), and Fernando Valenzuela (Sports Legend), to name a few.
The show itself proved to be as big as the stars it was honoring as the celebrity-filled audience was entertained by musical performances by such Latin music superstars as regional Mexican group Banda El Recodo, red-hot reggaeton crooner Flex, Mexican singer/actress Paty Manterola, Puerto Rican merengue great Elvis Crespo, duranguense singer Diana Reyes, and urban recording artists A.B. Quintanilla and the Kumbia All Starz.

The judging criteria for the awards included the athletes’ statistical excellence, participation in a televised professional sport in the United States during 2007, cumulative impact on their team and in the sport, and their reputation as a role model for the Hispanic community.

Univision.com (keyword: Tecate Premios Deportes) features exclusive post-show coverage of the winners, with video and photo highlights from the green carpet and the most memorable show moments. In addition, fans can vote for their favorites from the green carpet, including the most elegant, the most extravagant and the best couples that graced the walkway. “Tecate Premios Deportes” is engaging online fans after the show with this seamless merger of sports and entertainment.
To download photographs of the event, please visit ftp.univision.net.
Username: tecatepremiosdeporte
Password: univision

Following is the complete list of “Tecate Premios Deportes 2008″
winners:

Sports Legend (Leyenda de Deportes)
Fernando Valenzuela

Golden Eagle Award (Aguila de Oro)
Oscar de la Hoya

Male Athlete of the Year (Atleta Masculino del Ano)
Cuauhtemoc Blanco

Female Athlete of the Year (Atleta Femenina del Ano)
Lorena Ochoa

North American Soccer (Mexican and American Leagues) Player of the
Year
(Jugador de Futbol del Ano)
Cuauhtemoc Blanco, Chicago Fire

All-Star Soccer Team of the Year (Equipo Estelar de Futbol del Ano)

Goalie (Mejor Portero)
Guillermo Ochoa, Club America

Right Fullback (Defensa Lateral Derecho)
Ivan Estrada, Santos

Right Center Defender (Defensa Central Derecho)
Jonny Magallon, Chivas

Left Center Defender (Defensa Central Izquierdo)
Felipe Baloy, Monterrey

Left Fullback (Defensa Lateral Izquierdo)
Oscar Rojas, Club America

Defensive Midfielder (Mediocampista Defensivo)
Gerardo Torrado, Cruz Azul

Mixed Midfielder (Mediocampista Mixto)
Ramon Morales, Chivas

Offensive Midfielder (Mediocampista Ofensivo)
Cuauhtemoc Blanco, Chicago Fire

1st Forward (Delantero 1)
Omar Bravo, Chivas

2nd Forward (Delantero 2)
Salvador Cabanas, Club America

3rd Forward (Delantero 3)
Juan Carlos Cacho, Pachuca

Boxer of the Year (Boxeador del Ano)
Miguel Cotto

American Football Player of the Year (Jugador de Futbol Americano del
Ano)
Tony Gonzalez, Kansas City Chiefs

Basketball Player of the Year (Jugador del Baloncesto del Ano)
Carmelo Anthony, Denver Nuggets

Auto Racer of the Year (Piloto de Automovilismo del Ano)
Helio Castroneves, Indy Car

Baseball Player of the Year (Jugador del Beisbol del Ano)
Alex Rodriguez, New York Yankees

All-Star Baseball Team of the Year (Equipo Estelar de Beisbol del Ano)

Pitcher (Lanzador)
Johan Santana, New York Mets

Catcher (Receptor)
Jorge Posada, New York Yankees

1st Base (Primera Base)
Albert Pujols, St. Louis Cardinals

2nd Base (Segunda Base)
Robinson Cano, New York Yankees

3rd Base (Tercera Base)
Alex Rodriguez, New York Yankees

Shortstop (Campo Corto)
Jose Reyes, New York Mets

Outfielder (Jardinero)
Manny Ramirez, Boston Red Sox

Designated Hitter (Bateador Designado)
David Ortiz, Boston Red Sox

Reliever (Relevista)
Rafael Betancourt, Cleveland Indians

Closer (Cerrador)
Francisco Rodriguez, Los Angeles Angels

Manager (Manager)
Ozzie Guillen, Chicago White Sox

About Univision Communications Inc.
Univision Communications Inc. is the premier Spanish-language media company in the United States. Its operations include Univision Network, the most-watched Spanish-language broadcast television network in the U.S. reaching 97% of U.S. Hispanic Households; TeleFutura Network, a general-interest Spanish-language broadcast television network, which was launched in 2002 and now reaches 85% of U.S. Hispanic Households; Galavision, the country’s leading Spanish-language cable network; Univision Television Group, which owns and operates 63 television stations in major U.S. Hispanic markets and Puerto Rico; Univision Radio, the leading Spanish-language radio group which owns and/or operates 70 radio stations in 16 of the top 25 U.S. Hispanic markets and 5 stations in Puerto Rico; and Univision Online, the premier Spanish-language Internet destination in the U.S. located at www.univision.com. Univision Communications also has a 50% interest in TuTv, a joint venture formed to broadcast Televisa’s pay television channels in the U.S. Univision Communications has television network operations in Miami and television and radio stations and sales offices in major cities throughout the United States.
For more information, please visit www.univision.net.

About FEMSA/Heineken USA
Heineken USA is committed to the responsible sale, marketing and consumption of our products. That is why we ask our consumers in all of our advertising to ‘Enjoy Heineken Responsibly’ but we recognize that this message is not enough. We build upon that message with the creation of and contribution to programs and organizations that educate our employees and consumers about the issues associated with beverage alcohol and provide tools and training to help ensure the responsible consumption of our products.

Headquartered in White Plains, New York, Heineken USA Inc., the nation’s premiere beer importer is a subsidiary of Heineken International B.V. (Netherlands), which is the world’s most international brewer. Besides the FEMSA portfolio, Heineken USA imports Heineken Lager, the world’s most international beer brand; Heineken Premium Light; Heineken Dark Lager; Amstel Light, a leading imported light beer brand; and Buckler non-alcoholic brew. Please visit www.EnjoyHeinekenResponsibly.com.
Founded in 1890, FEMSA is the largest integrated beverage company in Latin America with a portfolio of leading beer and soft drink brands. Its subsidiary FEMSA Cerveza is one of the leading brewers in Mexico with brands that include Tecate, Dos Equis and Sol. Its subsidiary Coca-Cola FEMSA is the largest Coca-Cola bottler in Latin America and the second largest in the world. FEMSA sells its products through approximately two million points of sale, which serve a population of over 170 million people in nine countries, including some of the most populous metropolitan areas in Latin America, such as Mexico City, Sao Paulo and Buenos Aires. FEMSA’s manufacturing and distribution capabilities are enhanced by its retail and packaging operations; it operates Oxxo, the largest convenience store chain in Mexico, with over 3,000 stores as of June 2004. For more information on FEMSA, go to www.femsa.com.

AltaMed Health Services hosted its third annual East LA Meets Napa celebration featuring more than 20 Latino owned/managed wineries, Latino wine makers and 20 Los Angeles area Mexican restaurants. The event was attended by more than 1,000 wine and culinary enthusiasts who enjoyed great music, food from some of the best Mexican/Latin restaurants in the city and wonderful conversation in one of Los Angeles’ most historic venues — Union Station. The celebration speaks to a trend among aficionados of Mexican cuisine to choose wine over beer or margaritas to accompany their meal.

Many of the business owners that showcased their products share an immigrant experience, with some of the winemakers working their way up from the fields. The event provided these entrepreneurs with the opportunity to come together to support AltaMed’s mission of providing quality, culturally relevant health care to underserved populations throughout Southern California.

“This year’s event has been the most successful yet and we expect the attendance to keep growing,” said Castulo De La Rocha, AltaMed CEO. “These Latino entrepreneurs and event sponsors are not only here to showcase their products, they are supporting our organization’s programs and our mission to provide quality health care to underserved communities in the Southern California region.”

In 1990 there were just a few Latino-owned vineyards and today there are well over 15 and growing each year. One such success story is that of Ceja Vineyards. In 1983 Pedro and Amelia Ceja with other family members, pooled their resources and invested in fifteen acres in Carneros. Coming to the United States as farm workers, the family has worked hard over the years for Ceja’s stellar reputation.

“Robledo Family Winery is a strong supporter of AltaMed and this event,” said Vanessa Robledo, spokesperson for Robledo Family Winery. “We believe in what they are doing for Latino families and other diverse communities by providing critical health services.”

In addition to Robledo Family Winery, other participating wineries were Alex Sotelo Cellars, Carneros della Notte, El Centauro del Norte, Frias Family Vineyard, J Lohr Vineyards & Wines, Karl Lawrence Cellars, Mi Sueno Winery, Renteria Wines, Ceja Vineyards, Sequoia Grove Vineyard and Two Wives.

“We are presenting guests an opportunity to try something that they perhaps have not tried before,” said event co-chair Ricardo Robles, President of La Reina Inc. a manufacturer of Mexican food products. “Wine can be fantastic with traditional favorites such as ceviche and even tacos. We are trying to introduce people to something new, elevating great Mexican food so that it is on par with great French or Italian cuisine.”

Several wonderful restaurants provided food samplings including East LA mainstays like Tila’s Kitchen, Tacos Baja, Homegirl Cafe and El Siete Mares. Rounding out the list are the soon to open Rivera Restaurant in downtown Los Angeles by renowned Chef John Rivera Sedlar, La Casita Mexicana in the city of Bell, Phlight in Whittier, palate food + wine by Chef Octavio Becerra, Cook’s Tortas, El Portal Yucatan cuisine in Pasadena, and chocolates by D’s Delights.

Proceeds from the event benefit AltaMed Health Services. AltaMed Health Services, a private nonprofit organization, is a major provider of health and human services in the Greater Los Angeles area and the largest Federally Qualified Health Center (FQHC) in the State of California. The mission of AltaMed is to provide high quality, coordinated, comprehensive health and human services to the underserved in Southern California, with particular attention to Latino and multi-ethnic populations. AltaMed began as the East Los Angeles Barrio Free Clinic in 1969, a volunteer-staff storefront providing basic medical services. Today AltaMed’s service area extends beyond the immediately surrounding East Los Angeles area to the Southern California region. “*

Ordering a cerveza in Mexico has for decades meant buying a beer from one of two Mexican beer companies that control 98% of the market: Grupo Modelo SAB and Fomento Economico Mexicano SAB.

That may be about to change. The purchase of U.S. brewer Anheuser-Busch Cos. by the Brazilian-Belgian company InBev NV for about $52 billion makes it much more likely that both Mexican brewers will eventually get sold as part of the global consolidation in the beer industry.”*

new, 4,200-square-foot retail and convenience store targeted toward the Hispanic population is set to open in September in Paso Robles.

The business, called La Chiquita Market y Carniceria, will be at 532 N. 24th St., one block off Spring Street and across from Flamson Middle School. It will provide fresh meats, soft drinks, dry goods, ice, beer and wine, as well as hot food for lunch, said its owner, Gary Pederson.”*

Grupo Modelo, S.A.B. de C.V. and Subsidiaries (GMODELOC), the leading brewer in Mexico, today announced that in light of the proposed transaction between Anheuser-Busch NYSE: BUD and InBev Euronext: INB, Grupo Modelo has advised both parties that it is reserving its contractual rights. Under its agreements with Anheuser-Busch, Grupo Modelo has certain rights with respect to the potential transaction between InBev and Anheuser-Busch, including a consent right. Grupo Modelo noted that it has been in active discussions with InBev regarding how the two companies can work together should Grupo Modelo consent to InBev becoming a minority owner of Grupo Modelo through its acquisition of Anheuser-Busch.

Grupo Modelo released the following comment:

Our agreement with Anheuser-Busch was carefully constructed to ensure we have a definitive say in who our partner is. We are confident that our agreement, which is governed by Mexican law, gives us the right to decide whether or not to consent to the potential acquisition of Anheuser-Busch by InBev. We have a great deal of respect for InBev and look forward to continuing our discussions with them and hope to find a resolution that meets the needs of both companies and their stakeholders.

About Grupo Modelo

Grupo Modelo, founded in 1925, is the leader in Mexico in beer production, distribution and marketing, with 63.0% of the total (domestic and export) market share, as of December 31, 2007. It has seven brewing plants in Mexico, with a total annual installed capacity of 60 million hectoliters. Currently, it brews and distributes 12 brands, including Corona Extra, the number one Mexican beer sold in the world, Modelo Especial, Victoria, Pacifico and Negra Modelo. It exports five brands and is present in 159 countries. It is the importer of Anheuser-Busch’s products in Mexico, including Budweiser, Bud Light and O’Doul’s. It also imports the Chinese Tsingtao brand and the Danish beer Carlsberg. Through a strategic alliance with Nestle Waters, it produces and distributes in Mexico the bottled water brands Santa Maria and Nestle Pureza Vital, among others. Grupo Modelo trades in the Mexican Stock Exchange since 1994 with the ticker symbol GMODELOC. It also quotes as an ADR under the ticker GPMCY in the OTC markets and in Latibex in Spain as XGMD.

Modelo Contacts:

Media contact:
Jennifer Shelley
(5255) 22660000 ext 6341
comunicamodelo@gmodelo.com.mx

Joele Frank/Kelly Sullivan
Joele Frank, Wilkinson Brimmer Katcher
(212) 335-4449

Investor Relations contact
Eduardo Zamarripa
(5255) 22660000 ext 4708
ir@gmodelo.com.mx
“*

At least two Nevada legislators are pursuing bills on illegal immigration for the 2009 legislative session, even though similar bills didn’t get very far last time.

Assemblyman Bob Beers, R-Henderson, has requested a bill to punish employers who knowingly hire undocumented immigrants, and Assemblyman Ty Cobb, R-Reno, has asked for a bill that would prohibit illegal immigrants from receiving most kinds of state assistance and from getting Nevada driver’s licenses.”*

After hitting a fan for throwing a beer can at her during one of her concerts, and spending some time in jail for it, Jenni Rivera said she was responsible for her actions, but wouldn’t apologize to the male fan that she hit. “*

IN a fifth-floor art gallery in Pilsen, Chicago’s fashionable Latino neighborhood, vibrant guitar chords were pouring out an open window on a recent Friday night. Four Latina artists were showing their paintings, and the shoebox of a gallery was jammed with a mixed, talkative crowd. Some swayed in time to the music, swigging beer and sipping wine. The din seemed to be drawing art patrons and good-time Chicagoans from all over the huge building at 1932 South Halsted Street, the central site of an every-second-Friday art walk.

Many come to the art walk from the suburbs or other parts of the city, but like much of Chicago these days, the affair draws its real energy from the city’s surging Latino population. One of the painters whose work was on display — Carolina Reyes — moved to Pilsen from a North Side neighborhood two years ago to paint. “Being a Latina, I’m still searching to learn more about my culture,” she said.”*

Following several unsuccessful attempts over the past nine years to launch the brew domestically, Mexican beer Tecate Light this week will embark on a dual English-Spanish multimedia strategy targeting U.S.-born Hispanic males.

This will be the first time Tecate Light, imported by Heineken USA, White Plains, N.Y., has executed an Hispanic-targeted effort in English, eschewing the traditional belief that all marketing created for a U.S. Latino audience must employ only Spanish messaging. “*

“Nuestro Orgullo. Nuestra Cerveza.” That’s Crown Imports’ tagline—which translates to “Our Pride. Our Beer”—for the latest Corona Extra TV and radio campaign, targeting non-Mexican Latinos.

TV ads for the Spanish effort, created by Casanova Pendrill, Costa Mesa, Calif., started appearing this week and will run nationwide. One vignette celebrates Hispanic music and traditions with a San Antonio scene showing Mexican Americans dancing at a fiesta, followed by a wedding in New York featuring a Caribbean-style band, and revelers dancing to Norteña music in Los Angeles. A second spot focuses on sports and features a runner of Caribbean-Hispanic descent racing in a Los Angeles marathon, in addition to Latinos in baseball, boxing and soccer.”*

Corona Extra is to debut a new national advertising campaign highlighting the success Latinos have experienced in the US.

The Spanish-language multi-media campaign features a compilation of spirited vignettes and US landmarks showing how Corona Extra, along with Latino sports, music, and culture, have become an “integral element of the thread of American life”.”*

Join the fun at the Sun Valley Center for the Arts’ second annual ¡Fandango! outdoor concert, presented in association with the College of Southern Idaho’s Sun Valley Summer Spanish Institute and sponsored by Mountain West Bank.

Los Pinguos, an L.A.-based band that got its start in Buenos Aires, will perform its vivacious, infectious Latin dance music starting at 7 pm Friday, June 20, on the lawn at the Sun Valley Center for the Arts, Hailey, at 314 Second Ave. South. Bring your blanket and chairs out to The Center, Hailey (the McKercher house), settle in with a snack from the taco truck, grab a beer or wine, and get ready to kick off your shoes and get up and move! “*

According to Dr. Federico Subervi, author of The Mass Media and Latino Politics, a book that examines Hispanic-related media content and campaign strategies over the past twenty years, “Spanish-language media does a better job than mainstream media, but the coverage is still not as substantive as it should be, particularly with regard to mobilizing Hispanics to become more involved.” One problem, he says, is that that the mainstream media focuses more on the spectacle of a politician campaigning in Hispanic areas—and on the fiestas and cultural notes that they hit—than on the pressing issues that face Hispanics and are at stake in their political choices. Some will remember the not-prescient photo of Senator Clinton drinking Presidente Beer in Puerto Rico while campaigning there—an example of the colorful, but vacuous, treatment of Hispanic political outreach that is typical of the mainstream media, according to Dr. Subervi.”*

Shares of Mexico’s No. 1 and No. 2 brewers, Modelo and Femsa, jumped on Thursday after Belgian brewer InBev (INTB.BR: Quote, Profile, Research) bid $46.3 billion for U.S. brewer Anheuser-Busch Cos Inc (BUD.N: Quote, Profile, Research).

Modelo (GMODELOC.MX: Quote, Profile, Research), maker of Corona beer and half-owned by Anheuser, opened up 8.1 percent to 59 pesos, but then pared its gains to 3.35 percent at 56.10 pesos.”*

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.”*

It’s a classic thriller riddled with action, mystery and sex.

Only that the hero, a detective, relaxes by eating rice and beans and drinking Medalla beer at a Lechonera in El Barrio.

The just-released thriller “Revenge Tango,” Jerry Rodríguez’s follow-up to his acclaimed “The Devil’s Mambo,” is the second of a series featuring Nuyorican ex-NYPD Homicide Detective Nicholas Esperanza.”*

No doubt there once existed a truly Mexican style of beer, brewed in a tradition that, through centuries of trial and error, fine-tuned indigenous ingredients and local conditions into perfect harmony.

Unfortunately, we’ll never taste it.

Each and every invading force, from the Spanish conquistadors to Maximilian, apparently decided they could do better than what the locals were pouring. And perhaps as a result, we’ve been left with a grafting of someone else’s beer preference onto climate, soil and water conditions that never quite suited it.”*

Mexican businessman Eugenio Garza Laguera, whose family controls beer and soft-drink bottler Fomento Economico Mexicano SAB, died last night of natural causes, El Norte newspaper reported. He was 84.

Garza Laguera, who earned a chemical engineering degree from the University of Texas, began work at the family business, known as Femsa, in 1947, El Norte said.”*

The Op-Ed by members of Latinos and Latinas for Health Justice painted a misleading picture of Anheuser-Buschs relationship with the Latino market. Our companys advertising reflects dignity and the utmost respect for our culture, and we are adamantly opposed to underage drinking.

In accordance with the Beer Institute Advertising and Marketing Code, we place our ads only on programming that meets a 70 percent adult placement standard. This is in keeping with the percentage of adults ages 21 and older in the U.S. population, according to the Census Bureau.”*

ervSafe Alcohol and Cerveza Tecate announce the release of ServSafe Alcohol Fundamentals of Responsible Alcohol Service, the Spanish edition of the popular training manual. The free version will be distributed at the 2008 National Restaurant Association Restaurant, Hotel-Motel Show and the International Wine Sprits and Beer Show, May 17-20, in Chicago. This newly released Spanish textbook meets the needs of operators looking to train a growing number of Spanish-language employees in responsible alcohol service.

“ServSafe Alcohol and Tecate have collaborated to offer complementary copies of the new ServSafe Alcohol Fundamentals of Responsible Alcohol Service, Spanish. This ‘first look’ at the new textbook is something we are excited to offer attendees of the NRA Show,” said Mary M. Adolf, president and chief operating officer, products and services division, NRA Solutions. “ServSafe Alcohol and Tecate recognized the growing need for Spanish-language training tools and our relationship allows the restaurant and foodservice industry to be the first to experience this new responsible alcohol service Spanish training tool.”

Free copies of ServSafe Alcohol Fundamentals of Responsible Alcohol Service, Spanish can also be requested at www.ServSafe.com/alcohol/spanishedition, while supplies last.

“As a leading Mexican cerveza, we have the responsibility to create a safe and healthy environment for our adult consumers to enjoy the brand,” said Carlos Boughton, brand director for Tecate and Tecate Light. “Our collaboration with ServSafe Alcohol allows us to connect with and speak to Hispanic servers in a manner that is most relevant to them. We are thrilled to be a part of this program and encourage restaurant and bar managers to take advantage of this opportunity while at the show.”

According to the 2007 NRA Industry Forecast, the restaurant and foodservice industry employs an estimated 13.3 million people, or 9 percent of the US workforce. The industry is expected to add 2 million jobs over the next decade, with employment reaching 15.1 million by 2018. As the industry continues to expand, so does the rapidly diversifying ownership of restaurants. Census figures show Hispanic-owned restaurant firms grew by 30 percent between 1997 and 2002; growing faster than the restaurant industry as a whole at 16 percent for the same time period.”*